What is the primary characteristic of sweepstakes?

Sweepstakes are primarily characterized as games of chance. The defining feature of a sweepstakes is that participants have an opportunity to win prizes without needing to make a purchase or pay to enter. This aspect emphasizes chance because winners are typically selected randomly from all entrants, making it purely a matter of luck rather than skill.

Additionally, unlike loyalty programs, which reward consumers based on their repeat purchases, or purchase incentives, which encourage spending, sweepstakes are focused solely on the random selection of winners. The absence of a requirement to pay to enter distinguishes sweepstakes from lotteries and other promotions that necessitate a monetary contribution. Thus, the fundamental nature of a sweepstakes revolves around luck and chance, reinforcing that aspect as the primary characteristic.