Why? if the game goes viral, the brand does not want to be on the hook financially for too many prizes. Even more confusingly, marketers often want to limit the number of prizes.

The problem is that many marketers are not understanding how the algorithm works and do not know how to state the odds of winning, as required by law. That algorithm determines the odds of winning a given prize. An algorithm on the back end usually determines how often a winning space might come up. The odds of winning are often a trouble spot when setting up a spinning wheel game. The rules and the on-screen experience should also connect entrants to the brand’s privacy policy. Consider also whether the prizes would hit the threshold for required registration and bonding in Florida and New York. Even if the prizes are low-end, there should be abbreviated rules that cover at least eligibility, the entry period, odds of winning, full prize descriptions, and methodology for claiming a prize. The rules should also protect the brand in the event the spinning wheel malfunctions. To protect the brand, the game should be accompanied by a set of rules. Many marketers fail to recognize these spin to win games for what they are: games of chance sweepstakes. On closer examination, however, these apps often use templates that are barely customizable and often are not vetted with American sweepstakes law. The developer appears to offer a turnkey solution to generating traffic. In exchange, the app developer may receive payment based on the number of spins the wheel gets. The developer offers a template that is easy to install on a website and promises to drive traffic. Where are these spinning wheels coming from? Typically, they come from a third party app developer who may not even be in the United States.

To avoid violating sweepstakes and contest laws, brands should adopt some best practices. Several legal issues, revolve (sorry, pun intended!) around these spinning wheel games. The catch: the customer has to sign up for a newsletter or other marketing material. Some brands also offer anyone who spins to win the additional chance enter into a grand prize sweepstakes drawing. Spinning wheel games are cropping up all over websites offering instant win prizes. Spinning Wheel Games: How to Keep Them Legal August 13, 2018

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