Google will begin allowing social casino mobile apps to customize advertisements starting next month.
The world’s biggest search engine is removing social casinos from its sensitive wagering category as of Dec. 4, giving social casino operators will have more freedom in how they tailor their marketing via Google channels.
Social casino ad changes to roll out by March 2025
All advertisers will gain the ability to personalize online social casino game app ads by the end of March 2025, said Google in a statement.
The customization of gambling advertisements is prohibited under Google’s “sensitive interest category,” which covers various traditional forms of wagering. Now, the category’s language will be updated to stipulate that customization is restricted for:
“Gambling, including online and offline gambling; online gambling-related information; online non-casino games played for money or prizes; and online casino-based games, regardless of whether money is exchanged, unless you are using Google App campaigns to promote a social casino gaming app to app users.”
Only licensed gaming companies are allowed to advertise via Google and must meet 10 requirements in order to be allowed to advertise with the company, including jurisdictional stipulations as well as various responsible marketing protocols. Google added that violations won’t lead to immediate account suspension without prior warning, which would be issued at least seven days prior to any account suspension.
Renowned traditional gaming operators have stepped into the social gaming space in recent years, such as Hard Rock Gaming. Over the last decade, U.S. consumers have reputedly spent more than $40 billion playing social casino games.
Google continues to tweak gaming-related advertising protocols
As well as the large changes to its algorithmic operation which has had a profound effect on the gambling affiliates industry this year, Google has also tweaked some other aspects of its gambling advertising procedures in 2024.
Starting July 15, the company began accepting and running ads for daily fantasy sports operators in 17 states and for lottery couriers in 33 states plus D.C. Google specified that if DFS operators or lottery couriers are targeting their ads in a state that does not require a license to operate, the advertisers must be licensed in at least one other U.S. state that does require licensing.
The search engine giant had previously only accepted advertisements for certain gambling-related activities such as state-run lotteries and horse racing. But, like social casinos, the move to allow lottery couriers to advertise in the majority of states was a reflection of how that market is growing across the U.S.
