McLuck is a free-to-play social casino that launched in 2023, operating on a sweepstakes model rather than real-money gambling. Players use two virtual currencies: Gold Coins, which have no cash value and are used for casual play, and Sweepstakes Coins, which function as free promotional entries and can be redeemed for cash prizes. No purchase is required to receive Sweepstakes Coins or to play, which is the key distinction between McLuck's sweepstakes model and traditional real-money online gambling.

The platform offers slots, Plinko-style games, and live-style social casino titles, and is available in most US states, though it excludes roughly a dozen, including New York, New Jersey, and Michigan. Redemption requires a minimum of 75 Sweepstakes Coins, paid out at a rate of 1 SC to 1 USD, with approved cash prizes typically reaching a player's bank account within about 10 days. Optional Gold Coin purchases are accepted via Visa, Mastercard, Apple Pay, and Google Pay.