Social Casinos Sees Liberalized Ad Rules on Google

Posted on: November 6, 2024, 01:02h. 

Last updated on: November 6, 2024, 01:52h.

Todd Shriber @etfgodfather Read More
Expertise: Financial, Gaming Business, Mergers and Acquisitions.

Google, the world’s largest internet search provider, is removing social casino mobile applications from its sensitive wagering category, allowing operators of such apps to customize advertisements. The change goes into effect on December 4.

Google
An illuminated Google logo is seen inside an office building in Zurich, Switzerland. The company said social casino firms will be able to customize advertisements. (Image: Reuters)

The move is an update to Google’s “sensitive interest category,” which covers an array of traditional forms of wagering. Advertisements that fall under that category cannot be customized.

The gambling sensitive interest category will be updated to prohibit personalization 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,’” according to Google.

For gaming companies to run ads with Google, the operators must meet 10 requirements. Those include various state and geographic requirements, not targeting ads to minors, keeping related apps out of Google’s Designed for Families program, and displaying information about responsible gambling.

Social Casinos are a Different Breed

Social casinos differ from traditional iGaming counterparts in that most of the offerings in the category have free-to-play options and don’t feature real money rewards.

Some operators of social casinos have run afoul of regulators because they’ve enticed unknowing customers with in-app purchases that were usable for digital tokens that appeared to be convertible to real money. That’s usually not the case, however, and the confusion has led to some customers feeling duped.

Social casinos may position themselves as kinder, gentler alternatives to traditional wagering, and while that’s up for debate, it’s clear that Google doesn’t take kindly to violations of its customizable ads policy.

“Violations of the Personalized Ads policy will not lead to immediate account suspension without prior warning. A warning will be issued, at least 7 days, prior to any suspension of your account,” added the company.

That warning cannot be ignored by gaming companies because Google and Meta Platforms’ Facebook are the two largest internet advertising platforms.

Google Showing Signs of Flexibility

With gaming operators, including social casinos, representing a steady and growing advertising segment, companies such as Google want to capture more of that advertising revenue. However, it’s a delicate balancing act between capturing those ad dollars and ensuring apps and ad revenue aren’t reaching the wrong audiences.

For its part, Google is trying to be flexible. Earlier this year, the internet search provider said it would permit daily fantasy sports (DFS) operators and lottery courier services to run ads across more than 30 states and Washington, DC.

Only licensed gaming companies are allowed to advertise on the platform.