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The deal is designed to help gaming and sweepstakes operators monetise the publishing company’s massive audience by using its wealth of first-party data to increase engagement and generate new revenue streams.

PCH, a longtime fixture in the American consumer promotions landscape, has operated since 1953 and is widely known for its high-profile sweepstakes and prize giveaways.

To date, the company has distributed over $614m in prizes through a variety of games and contests.

Its current operations span mobile apps, websites, and interactive media channels that offer users free-to-play opportunities to win money and merchandise.

While purchasing products is optional, users are often presented with promotional offers during their participation.

Under the new arrangement, SCCG will take on an advisory and business development role.

The company will guide PCH in forming partnerships with social and sweepstakes gaming operators while helping to build data-driven monetisation strategies.

The key asset in this initiative is PCH’s user database, made up of individuals who actively engage with its games and promotional content.

This dataset includes both first-party and zero-party information, such as user-submitted preferences and behavioural insights.

These assets are highly prized by gaming operators looking to target users with a demonstrated interest in casual and chance-based gameplay.

According to SCCG CEO Stephen Crystal, the partnership is designed to merge PCH’s substantial consumer reach with SCCG’s expertise in the social gaming space.

This will enable innovative approaches to monetisation and give operators access to an audience with a high level of existing engagement.

Taking advantage of the social gaming hype

SCCG, which has a broad portfolio of experience advising gaming and sports entities around the world, will also assist in navigating the regulatory frameworks that govern online gaming.

Part of the strategy involves tailoring marketing and product offerings to better resonate with PCH’s digitally active audience, creating more relevant experiences that can drive user retention and operator revenue alike.

Though the companies have not named any specific gaming operators involved at this stage, they indicated that they plan to launch several partnerships in the near future, particularly in jurisdictions where social and sweepstakes gaming is permitted by law.

The strategy is to provide these operators with immediate access to a user base that already understands and participates in prize-based digital experiences.

Ed Leahy, PCH’s head of sales, emphasised that the deal offers a way to boost player interaction while also injecting new ideas into the social gaming landscape.

The agreement represents another step in SCCG’s broader strategy of expanding its presence across both traditional sports and digital entertainment verticals.

Earlier this month, SCCG deepened its collaboration with Major League Rugby to examine opportunities for gamification and sports betting as part of preparations for the 2031 Rugby World Cup.

The company has also announced other partnerships in recent months, including deals with Boosted Bets and various sports organisations, reinforcing its intent to become a key player in the convergence of media, data, and gaming.