Social casino studio FlowPlay has partnered with Dallas-based sweepstakes marketing provider CataBoom to offer what is claims to be the industry’s first $1m sweepstakes competition, via its Vegas World app.

Players can participate in the contest by signing up for Vegas World through its destination site, or iOS or Android tablet apps, and reaching level two of any of the free-to-play slots, bingo or poker games available.

FlowPlay chief executive Derrick Morton said the company had launched the competition, having seen “a distinct correlation between those that actively enjoy casino-style games and those that enter sweepstakes.”

“To thrive in a crowded social casino market, we keep the most important element in mind: our players," Morton explained. “We're combining the excitement of a $1 million sweepstakes with our virtual world to provide players with a full Las Vegas experience online.”

The introduction of the sweepstakes contest follows last month's launch of FlowPlay’s Vegas World app, which combines social casino gameplay with elements of massively multiplayer online games. The company has also launched a white label service, designed to help brands quickly establish a presence in the social casino market.

Its sweepstakes marketing partner CataBoom has also launched a similar competition with mobile social games company Ruby Seven Studios, but admitted that it was the first time the company had offered a $1m prize through a social casino game.

“Vegas World has a proven track record for innovating in a competitive social casino market, making them a perfect fit for the first-ever $1 million promotion in the industry," CataBoom CEO Todd McGhee commented. “We've worked on promotions with companies including EMC, McDonalds, Taco Bell and Subway, and we're certain to see the same level of success amongst Vegas World's dedicated player community.”