MyPrize is raising brand awareness through a partnership with an NBA superstar that fosters engagement with players across America.
The multiplayer-focused social casino company announced on Thursday a partnership with 11-time NBA All-Star James Harden, making the Los Angeles Clippers guard a “Premier Creator.” The partnership allows social casino fans to interact with Harden while he streams and plays MyPrize’s multiplayer offerings. MyPrize secured a deal with Harden to bolster its reach as a digital entertainment provider that has already garnered the attention of more than 1 million players, according to the company’s data.
MyPrize’s player base has won over $1 billion in total prizes since the social casino platform launched operations in 2024.
“MyPrize has been building something truly special: a completely new way for players and creators to connect,” said MyPrize CEO Zach Bruch. “James is a cultural force whose influence spans sports, entertainment and global fandom. Bringing him into the MyPrize creator ecosystem is a game-changing moment, not just for us, but for the entire social gaming and markets industry.”
As part of the deal, Harden and MyPrize will collaborate to develop exclusive games. MyPrize will also leverage the platform’s multiplayer rooms to give users the opportunity to play alongside an NBA player from the prestigious 75th Anniversary Team.
“Connecting with my fans has always been one of the best parts of what I do, and MyPrize gives me a whole new way to do that. I can hop on, stream, talk, and play with people in real time. It’s real, it’s fun, and it creates a whole new level of community,” said Harden. “MyPrize is at the intersection of culture, entertainment, media, and gaming: everything that moves the world right now. That’s why I’m excited to team up with them. This is the future, and I’m hyped to help push it even further.”
MyPrize’s online offerings in the US
MyPrize leverages a dual-currency system like many other sweepstakes casinos, allowing users to use real money to purchase “Gold Coins” and “Sweeps Cash” with Sweeps Cash used to play games and redeem prizes. Gold Coins allow users to play games but have no monetary value and cannot be used to redeem prizes.
MyPrize allows users to purchase the in-game currencies using online banking, debit card and crypto.
NBA’s role in gambling advertising
Harden is promoting MyPrize’s gambling offerings despite regulatory and legal pushback against sweepstakes products.
In 2023, the NBA and the NBA Players Association reached a collective bargaining agreement that allows league players to endorse and invest in gambling and fantasy sports companies. The CBA requires gambling advertising backed by players to be general marketing and not include any NBA-related contest or event. The agreement also allows players to hold controlling interests in gambling and fantasy brands. Players that partner with a gambling brand that offers NBA markets are required to hold a less than 1% stake.
Active NBA gambling rules prohibit all players, coaches and league employees from wagering on NBA contests or anything related to the league.
New venture for MyPrize
MyPrize landed a partnership with Harden after forging a deal with Crypto.com last month.
Crypto.com and MyPrize are teaming up to launch MyPrize Markets, a product that allows users to access social gaming and event contracts. The offering combines two scrutinized gaming verticals in social casino gaming and prediction markets. The deal marks the first for Crypto.com with a social gaming partner.
MyPrize valuation soars after funding round
Earlier this year, MyPrize completed a $21 million strategic funding from existing investors and family offices, valuing the social gaming company at approximately $250 million.
MyPrize’s latest funding round was led by Boxcars Ventures and crypto investment fund Dragonfly and allows the company to accelerate growth and support its technology stack.
In 2024, MyPrize was valued at $140 million after closing two funding rounds.
