PlayFame and MegaBonanza are removing promotions in response to California’s AB831 bill, which targets online sweepstakes casinos. A regulatory change that could change the industry and its marketing tactics across the country is indicated by the order for affiliates to stop advertising.
As Assembly Bill 831 moves through the California legislature, more sweepstakes casinos are changing their marketing tactics.
According to a statement from the partnerships section of their parent business, Hello Millions, PlayFame, and Spin Blitz are asking its affiliate partners to cease advertising their websites to players in California as of July 22.
As the sweepstakes casino sector has come under increased scrutiny in the gambling industry in 2025, the parent company, B-Two Operations Ltd., a member of the Social Gaming Leadership Alliance, has reportedly attempted to highlight regulatory compliance and responsible gaming practices alongside fellow SGLA member VGW.
In addition to Chumba Casino, B-Two Operations is the owner of McLuck, one of the most well-known sweepstakes casinos in the US. According to the email, McLuck affiliate promotions in California do not currently require any changes.
We got this information via Sweepsy’s participation in B-Two Operations’ affiliate marketing program, even though our news material is independent and operates independently from our site’s affiliate division. We are unable to verify if every program participant received this communication.
Following in MegaBonanza’s footsteps
Sweepsy revealed earlier this week that LuminaryPlay Operations Limited’s MegaBonanza was taking a similar stance, stopping its own promotions aimed at Californian players and asking affiliate partners to withdraw their offers for MegaBonanza in California.
These actions are a direct response to AB831, which would criminally punish organizations, including affiliate partners, that “knowingly support directly or indirectly the operation, conduct, or promotion of an online sweepstakes game within this state” in addition to outlawing online sweepstakes casinos in California.
Courtesy: https://www.covers.com, https://www.casino.org, https://pechanga.net
