Sweepstakes gaming is the buzziest of buzz topics in today’s U.S. gambling industry.

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State regulators have sent certain operators cease-and-desist letters. Opportunistic lawyers are filing class-action lawsuits alleging financial damage from apps held out as free to play. California tribal interests have put the operators in their crosshairs, and have begun to plan a multi-pronged offensive. And a cohort of the sweeps operators has formed an advocacy coalition to fight for its interests.

But there’s one topic tied to sweepstakes casinos that hasn’t dominated the headlines as much.

And it’s a topic one national problem gambling expert calls “the million dollar question.”