Google will begin accepting and running ads for daily fantasy sports operators and lottery couriers in numerous U.S. states beginning on July 15.
In a major adjustment of the search engine’s Google Ads gambling and games policy, DFS ads will be permitted in 17 states and lottery courier advertising will be allowed in 33 states plus D.C.
DFS operators in states where online sports betting is prohibited will still be permitted to run ads on Google in those states.
Google specifies that if advertisers are targeting their ads in a state that does not require a license, the advertisers must be licensed in at least one other U.S. state that requires a license to operate. This provision applies to both DFS operators and lottery couriers.
The search engine giant had previously only accepted advertisements for certain gambling-related activities such as state-run lotteries and horse racing. The new policy allows licensed lottery courier services in 40 states to advertise through Google Ads.
Lottery courier update a sign of the times
Google’s decision to allow lottery couriers to run adverts in the majority of states is an indication of how much that market is growing in the U.S. right now.
Lottery couriers typically operate online or through mobile apps. They allow users to place orders for lottery tickets remotely and the apps purchase the rickets from the lottery retail partner on the players’ behalf. Lottery couriers either charge an upfront fee on customer deposits or take a commission.
Tickets purchased via a courier app accounted for less than 1% of total U.S. lottery sales at the last estimate but the apps are gaining prominence. DraftKings acquired Jackpocket for $750 million earlier this year, Jackpot.com has struck a prominent partnership with the Associated Press, and others such as Lotto.com and TheLotter continue to expand their reach.
Now, those licensed lottery couriers can leverage Google Ads to reach their existing and potential customers more effectively.
