Definition
A sweepstake is a prize draw with no purchase and no skill required; entry is free, which distinguishes it legally from a lottery. The sponsor collects entries because each one is a marketing permission: an email or phone number from a person interested enough in the prize to act. Affiliate networks package these campaigns as offers paying per valid entry, and media buyers send traffic to them from formats where a short message works.
Sweepstakes offer types
| Type | What the visitor does | Payout level |
|---|---|---|
| SOI (single opt-in) | Submits an email, no confirmation | Lowest |
| DOI (double opt-in) | Submits an email and confirms it | Higher |
| CC submit | Enters card details for a trial or shipping fee | Highest; strict compliance rules |
| PIN submit | Confirms a mobile number by SMS code | Medium; overlaps with mVAS |
How sweepstakes are advertised
Push and in-page push suit the format because the whole proposition fits in a notification: a prize, a verb, a deadline. Popunders work with a pre-landing page that asks a question before the entry form. Native cards and video carry higher-value prizes. Buyers optimize by source ID and by prize: a smartphone prize converts differently from a gift card in the same GEO, and the prize is localized to the market.
Rules that shape the vertical
Prize draws are regulated as promotions: the sponsor must state the prize, the odds or the draw method, the closing date and who is eligible, and must not require a purchase in most jurisdictions. Ad networks add their own rules: no fake countdowns that reset, no claims of a guaranteed win, no brand logos the sponsor does not own, and clear consent language on the entry form. Reacheffect's requirements are on its advertising policies page.
Related terms
| Term | Relation | Where defined |
|---|---|---|
| CPA | CPL is a CPA variant | Term page |
| Push notification ads | The main sweepstakes traffic format | Term page |
| mVAS | Overlapping PIN-submit flows | Term page |
| Affiliate marketing | Where the offers come from | Term page |
FAQ
What is the difference between a sweepstake and a lottery?
A sweepstake requires no purchase and no payment to enter; a lottery sells chances. The free entry is what keeps sweepstakes legal as promotions in most countries.
What does SOI mean in sweepstakes offers?
Single opt-in: the lead counts as soon as the visitor submits an email address, without confirming it. DOI requires the confirmation click and pays more per lead.
Which traffic works for sweepstakes?
Push and in-page push for the message-sized proposition, popunders with a pre-lander, native and video for higher-value prizes. The right mix depends on GEO and prize.