GiG and Primero Games Partnership

Gaming Innovation Group (GiG) has announced a strategic partnership with Primero Games LLC to launch a new social sweepstakes casino platform in the United States. This collaboration aims to leverage GiG’s advanced technology and Primero’s extensive experience in the sweepstakes market to create a competitive edge for operators.

Details of the SweepX Platform

The new platform, named SweepX, is designed to provide a comprehensive solution for sweepstakes operators. It integrates AI-driven content management technology with advanced dual-wallet and store management features. This combination aims to enhance user experience and operational efficiency, making it easier for operators to manage prize rewards and redemptions.

Primero Games’ Role and Expertise

Primero Games, established in 2009, is a prominent US-based sweepstakes operator. The company develops software and tools for the gaming industry and operates over 50,000 sweepstakes machines across America. Primero also owns Storm Games, a UK-based retail operator and content studio. This extensive experience makes Primero an ideal partner for GiG in expanding into the online social casino market.

Statements from Executives

Barry Rutherford, CEO of Primero Games, expressed enthusiasm about the collaboration. He emphasized that combining GiG’s innovative technology with Primero’s unique player acquisition strategy will position them optimally in the US and global iGaming markets. Rutherford believes that this partnership will bring more content and an unparalleled experience for players.

Andrew Cochrane, Chief Business Officer at GiG, highlighted the company’s commitment to innovation. He described SweepX as the result of their pursuit of excellence in product development within the online sweepstakes market. Cochrane stressed that GiG’s AI-driven solutions will help power market growth across the US in the coming years.

Market Context and Growth

The launch of SweepX comes at a time when the US sweepstakes market is emerging and growing rapidly. The market saw significant growth in 2020 due to the pandemic, and interest in sweepstakes gaming continues to rise. It is estimated that the market will reach $6.9 billion by 2025. This growth presents a significant opportunity for GiG and Primero Games to establish a strong presence in the market.

Global Presence and Future Plans

GiG’s iGaming technology is already live in Europe and Latin America, providing a solid foundation for their expansion into the US market. The company plans to separate its businesses related to GiG Media & Platform and Sportsbook, according to Chairman Petter Nylander. This strategic move aims to enhance focus and drive growth in each segment.

Impact on the Sweepstakes Market

The partnership between GiG and Primero Games is expected to significantly bolster Primero’s market presence. By combining GiG’s advanced technology with Primero’s extensive player database, the collaboration aims to reshape the sweepstakes and iGaming markets. This will drive growth and enhance user experiences across the US over the next few years.


The collaboration between Gaming Innovation Group and Primero Games marks a significant step in the evolution of the US sweepstakes market. With the launch of SweepX, operators can expect a comprehensive, AI-driven platform that enhances user experience and operational efficiency. As the market continues to grow, this partnership is well-positioned to capitalize on emerging opportunities and drive innovation in the industry.