The regulatory landscape for online gambling in North America is highly fragmented, defined by a state-by-state approach in the United States and varying provincial frameworks in Canada. This decentralisation has created both opportunities and challenges for operators and affiliates navigating the market.
As regulation continues to evolve, a parallel trend has emerged: the rapid rise of sweepstakes casinos and social gaming platforms, offering a legal alternative in jurisdictions where traditional online gambling remains restricted.
This complex environment was the backdrop for an important conversation at SBC Americas 2025, where PiXGaming had the privilege of participating in a key panel on “Visibility 101: SEO, Acquisition and Innovation for Affiliates”. The discussion focused particularly on how affiliates adapt and succeed in the North American market.
A Complex Regulatory Framework: State by State
Online gambling regulations across the U.S. remain anything but uniform. Some states have fully embraced online betting and casino gaming, while others maintain strict prohibitions.
In terms of online sports betting, 39 states have legalised it in some form, with 32 of those offering full online and mobile sportsbook operations. States such as New York, New Jersey, Pennsylvania, Illinois, and Michigan represent some of the most mature and competitive markets.
When it comes to online casino gaming (iGaming), the landscape is more restricted. Only seven states currently offer legal online casino operations: New Jersey, Pennsylvania, Michigan, Connecticut, West Virginia, Delaware, and Rhode Island. Several others — including Maryland, Illinois, New Hampshire, Louisiana, and Virginia — are actively considering legislation.
Meanwhile, significant markets like California, Texas, and Utah remain opposed to most forms of online gambling, though discussions around legalisation continue in some regions.
The Rise of Sweepstakes and Social Casinos
In response to the inconsistent regulatory environment, sweepstakes and social casinos have seen significant growth across North America.
Sweepstakes casinos operate under a dual-currency model. Players purchase virtual currency, often for entertainment purposes, but also receive bonus coins — typically known as “Sweeps Coins” — that can be used in games and redeemed for real cash prizes where permitted. This model allows operators to serve customers in states where traditional iGaming is not yet legal.
Social casinos, on the other hand, are designed purely for entertainment, offering casino-style games without any opportunity to win cash prizes. Both models have proven to be highly effective in engaging users while navigating around restrictive gambling laws.
For affiliates, these models represent a valuable opportunity to reach audiences in non-regulated states, offering revenue streams parallel to those generated from regulated sportsbook and casino markets.
PiXGaming’s Role in the Conversation at SBC Americas
As part of SBC Americas 2025, PiXGaming was invited to participate in an important panel discussion exploring how affiliates are driving growth through acquisition and innovation in the current landscape — particularly in Latin America and North America.
The conversation brought together some of the industry’s most respected voices. Adam Small, from Third Planet, shared insights on data-driven affiliate strategies. Robert Kraft, representing Atlas World Sports, discussed how new technologies are reshaping user acquisition. Gustavo Moretto, from PiXGaming, contributed with perspectives based on the company’s extensive experience in affiliate marketing and retargeting across multiple regulated and emerging markets. The session was moderated by Gary Trask, from Casino City Press and GPWA, whose deep understanding of the affiliate ecosystem helped guide a productive and engaging conversation.
The panel explored how affiliate behaviours differ across regions, with a particular focus on the North American market. One of the key themes was how the fragmented regulatory environment in the U.S. forces affiliates to operate with a state-specific mindset, something far less common in more centralised markets like parts of Europe.
It was highlighted that affiliates in North America often face higher operational costs, more stringent compliance requirements, and a need for hyper-localised marketing strategies. At the same time, the emergence of sweepstakes casinos and social gaming platforms offers creative solutions to overcome some of these barriers, particularly in states where full-scale online gambling remains off the table.
The panel also addressed how the affiliate model itself is evolving. While traditional SEO and content-driven strategies remain vital, there is increasing emphasis on hybrid acquisition models, paid media, influencer partnerships, and data-driven retargeting — areas where PiXGaming continues to innovate and lead.
Key Takeaways
Participating in this discussion reinforced an important reality for anyone operating in the North American iGaming space: success depends on adaptability. Affiliates must not only navigate the complexity of state-by-state regulation but also stay ahead of consumer behaviour shifts, emerging technologies, and alternative gaming models like sweepstakes casinos.
For PiXGaming, the takeaway is clear. Our continued investment in compliance-driven strategies, advanced targeting technologies, and innovative acquisition models positions us to help both operators and affiliates thrive in this rapidly evolving environment.
As the North American iGaming landscape continues to evolve, operators and affiliates must remain agile, informed, and innovative. Whether capitalising on regulated markets or leveraging the growth of sweepstakes and social casinos, the opportunities are significant — but so are the challenges.
Our participation in SBC Americas 2025 reflects PiXGaming’s commitment to shaping the future of the affiliate marketing ecosystem, not only by sharing our expertise but by actively contributing to conversations that drive the industry forward.
We look forward to continuing these discussions and helping our partners succeed in North America and beyond.
Reach out if you want to know how our technology can improve your conversions in any region.
