If a contest is not guaranteed, as per our policy, the contest will be cancelled if no winner is chosen within 30 days. The reason for this policy is because in the majority of cases when a non guaranteed contest is abandoned, the CH comes back and requests a refund either directly or via a credit card chargeback. Sometimes this request comes before the 30 days and other times it happens after the 30 days.
Even in cases of non guaranteed contests, we continue to encourage the CHs through various forms of communication to either select a winner or to allow us to distribute the award via our split award process. Based upon these communications, we still end up awarding many non guaranteed contests (past the 30 days) when we believe there’s a relatively low likelihood that the contest will eventually get cancelled. This is also the reason you see several non guaranteed contests stay in pending status for a longer duration than 30 days - in many of those cases we are in ongoing communication with the CH.
While a contest is active, we also continue to encourage the CH to guarantee their contest award in order to get a higher participation. This is why several contests start as not guaranteed but eventually move to guaranteed.
There are some unique risks and advantages with non guaranteed contests. On one hand, these contests attract relatively lower participation, which makes them less competitive. On the other hand, there is a greater possibility that the contest might get cancelled. The creatives should keep these risks and trade offs in mind before deciding to participate in non guaranteed contests.