GIG Introduces Social Sweepstakes Casino SweepX to the US Market
Gaming Innovation Group (GiG) has officially launched SweepX, a new social sweepstakes casino platform aimed at the US market.
This launch is part of a partnership with Primero Games, a prominent land-based sweepstakes operator. SweepX is designed to enhance the social gaming experience with features such as a dual-wallet system, store management functionalities for redemptions and prize rewards, and AI-assisted content management technology.
SweepX leverages GiG’s existing real money igaming platform, which is already operational across the US, Europe, and Latin America. The platform integrates a bespoke sweepstakes back office with an AI-assisted gamification layer and includes a comprehensive library of sweepstakes casino content.
This integration ensures that SweepX offers a robust and engaging user experience, built on a stable and scalable technological foundation.
The partnership with Primero Games, founded in 2009, is a significant aspect of this launch. Primero Games develops casino software and equipment and operates over 50,000 sweepstakes machines across the United States.
Additionally, Primero Games owns Storm Games, a UK-based retail operator and content studio. This partnership will support Primero Games’ expansion into the online social sweepstakes casino market, utilizing GiG’s technological expertise and platform capabilities.
Andrew Cochrane, Chief Business Officer of GiG Platform & Sportsbook, emphasized the innovative nature of SweepX and the strength of GiG’s technology and services. He highlighted SweepX as a leading platform for social gaming, driven by data and AI, and projected significant growth in the US market in the coming years.
Barry Rutherford, CEO of Primero Games, praised GiG’s platform for enhancing content and player experience and noted the strategic synergy between Primero’s player acquisition strategy and GiG’s advanced technological solutions.
In addition to the SweepX launch, GiG is nearing the completion of a significant business restructuring. Chairman Petter Nylander expressed optimism about finalizing this split by the third quarter.
This restructuring involves separating GiG Media, Platform, and Sportsbook into two distinct entities, a process that has been a major focus for the company over the past year. For continuity and comparison, GiG reported its Q1 results with the business still unified.
GiG reported a 27.5% increase in group-wide revenue for the first quarter, reaching a record €36.2 million ($39.17 million). Of this total, €28.0 million ($30.3 million) was generated by GiG Media, while Platform and Sportsbook contributed €8.3 million($8.98 million). This financial performance reflects the company’s robust growth and the successful implementation of its strategic initiatives.
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