James Harden Enters the Social Casino Arena with MyPrize
Los Angeles Clippers guard James Harden has officially partnered with MyPrize, taking on the role of the platform’s first “Premier Creator.” MyPrize, which operates under a sweepstakes model, recruited the NBA veteran not merely as a spokesperson, but as an active content generator within its digital ecosystem.
A New Class of Player-Creator
Harden’s contract designates him as a primary architect of user engagement on the platform. His responsibilities extend beyond traditional image rights.
The deal requires him to stream his own gameplay sessions and host live multiplayer events where fans can compete directly alongside him.
Additionally, Harden will consult on the development of exclusive games, effectively influencing the mechanics and design of new content within the app.
This partnership makes Harden only the second active NBA player to align with a gambling-adjacent entity, following LeBron James.
The current Collective Bargaining Agreement (CBA) permits players to endorse betting and fantasy sports companies, provided the promotion does not involve wagering on NBA games.
MyPrize utilizes a dual-currency system where players use virtual tokens rather than direct cash wagers. This structure currently allows the platform to operate outside the strict licensing requirements of traditional sportsbooks, fitting within the guidelines set by the league.
Diversification into Prediction Markets
While solidifying its celebrity roster, MyPrize is simultaneously expanding its mechanical infrastructure. The company recently executed a strategic integration with Crypto.com’s North American derivatives division.
This partnership launched “MyPrize Markets,” a feature that introduces regulated prediction trading to the social casino interface.
For the first time, a single application merges the sweepstakes casino model with event wagering. Users can now purchase contracts predicting outcomes in sports, finance, and pop culture.
This system relies on the regulated infrastructure of Crypto.com to manage the trades. By incorporating these “event contracts,” MyPrize is positioning itself against dedicated prediction exchanges like Kalshi and Polymarket, creating a hybrid environment that retains social gamers while attracting traders interested in market speculation.
Financial Momentum Meets Regulatory Resistance
MyPrize is attempting to scale rapidly while navigating an increasingly hostile legal map. The company recently closed a funding round of $21 million, pushing its valuation to $250 million.
Executives project annual revenue will surpass $100 million by the end of 2025. The platform claims a user base exceeding one million accounts and states it has distributed over $1 billion in sweepstakes-model prizes.
However, the sector faces an existential threat from state legislators. California Governor Gavin Newsom recently signed a bill that will ban the sweepstakes model starting in 2026.
Regulators in Connecticut and New Jersey are actively pursuing similar restrictions. The shift toward regulated prediction markets and high-profile partnerships appears to be a defensive maneuver.
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