Google Opens Gates to Gaming Ads, Boosts Lottery Industry Opportunities

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In a strategic move that has piqued the interests of the online gaming industry, Google, the country’s largest provider of internet search services, has taken steps to update its advertising policies—a change that ushers in golden opportunities for daily fantasy sports (DFS) operators and lottery courier services. The move brings under its ambit more than 30 states, including the charismatic district of Washington, D.C.

Unveiling an extensive list of eligible countries, the tech brand has given the green light for advertisers bearing gaming licenses from around 40 countries, including power players such as the United States, Canada, France, Germany, the UK, Brazil, South Korea, and Sweden. These fortunate countries now have the ability to run DFS and internet lottery (iLottery) spots on the popular platform.

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According to Google’s statement, the company’s “Ads Gambling and games policy United States country-specifics” is set to receive the final touches of a comprehensive update by July 15, 2024. This timely amendment translates to the acceptance and running of ads for lottery-couriers across an impressive array of states, which ranges from Arizona, Arkansas, and Colorado to Maryland, Massachusetts, Minnesota, and beyond.

The tech giant is, however, not relaxing all its stringent policies. The onus is still upon the prospective advertisers to deliver a foolproof substantiation regarding their license to provide gaming services, specifically in one or more states included in the list. Notably, among these, 17 states take pride in running competitive online sports wagering markets.

Within these states, Google has thrown open the field for operators to showcase their capabilities, provided they are licensed in at least one state where a license to operate Lottery Courier services is necessitated.

Google’s revised stance on DFS and lottery courier ads in the selected states promises an upgraded level of efficiency. It achieves this feat while deftly balancing practicality, adhering to relevant guidelines and regulations, and maintaining a stringent oversight on wagering-related ads.

The change is a far cry from the preceding situation that mandated Android users to directly approach sportsbook operators’ mobile applications for downloading apps. This practice was in stark contrast with Apple, which facilitated easy access to sports betting on the iOS App Store. This was just one among the notable instances where Google maintained a steady and practical bearing when it came to permitting wagering-related content on its search and app platforms.

Before gaming companies can start celebrating their newly minted advertising opportunities on Google, though, they must tread cautiously over a safety net of 10 mandatory requirements. This encompasses a gamut of state and geographic demands, an uncompromising stance against targeting ads to minors, the exclusion of betting-related apps from Google’s Designed for Families program, and the provision of information on responsible gambling.

The significance of Google’s state-wise regulations is accentuated when considering lottery courier services like Lotto.com, The Lotter, and JackPocket. Google has made clear overtures of its cautious approach towards unregulated companies, reflected in the limited approval for lottery courier ads—specifically excluding states like California, Hawaii, and Utah, which sport varying degrees of gambling restrictions.

Yet, in spite of these constraints, the broad spectrum of states now primed for exposure to lottery courier spots paints an optimistic picture for this blooming industry.