Google to Allow Targeted Ads for Social Casino Operators Starting December

The rules around advertising for our best sports betting sites and real-money online casinos are constantly in flux, as the sports betting and iGaming industries continue to grow and expand.

From Dec. 4, 2024, Google will update its advertising policy to allow social casino operators to run personalized ads. Previously categorized under the restricted “Gambling” category, social casino platforms like Chumba Casino and McLuck Casino will now be able to enjoy the benefits of tailored advertising. The rollout is expected to extend to all social casino advertisers by the end of March next year.

For the time being, other gambling-related ads will remain restricted from personalization. This includes ads for sweepstakes casino apps, which Google categorizes separately from social casinos. Due to their prize offerings, Google classifies sweepstakes casinos as “sensitive interest,” as targeted ads could harm users, particularly those with gambling addictions.

In , Google clarified, “As a reminder, if a type of gambling ad is included in the gambling sensitive interest category, we do not allow personalization.”

While Google has not explained the logic behind the decision, it could be a game-changer for social casinos. Targeted advertising increases ad relevance, helping platforms reach and engage the right audiences, which could ultimately boost their performance. Compliance with Google’s policies remains critical, as violations may result in account suspensions.

Google has become more gambling-inclusive 

This latest change comes just months after Google updated its advertising policies to allow Daily Fantasy Sports (DFS) operators and lottery courier services to run advertisements across more than 30 states and Washington, D.C.

“On July 15, 2024, the Google Ads Gambling and games policy United States country-specifics will be updated. We will begin to accept and run ads for Daily Fantasy Sports operators in Alaska, California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico, North Carolina, North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia, Wisconsin and Wyoming,” said .

About social casinos

Social casino platforms offer traditional casino games, such as slots, table games, and poker, to players using virtual currency. Players gamble for fun rather than for real money rewards. Several prominent gaming operators are tapping into the rapidly growing social casino market, including Bally’s, which launched its own social casino earlier this summer in partnership with Ruby Seven Studios. The Bally Play Online Casino platform offers more than 150 free-to-play games. 

"Teaming up with Ruby Seven Studios has empowered us to craft a delightful and rewarding social casino experience for our current players, while also enticing new ones to join our platform,” commented Sina Miri, Chief Product Officer at Bally’s.

Hard Rock also has its own online social casino, which features games from NetEnt, Everi, AGS, and more. That's separate from it's real-money casino and Hard Rock casino bonus code.

Despite their growth, social casinos raise concerns about addiction. They tend to attract a younger audience since they do not require real money and are often advertised via social media. Many studies have shown a link between social casino games and gambling, including by Matthew Rockloff and colleagues, which found that those who played social casino games were more likely to participate in real-money gambling in the following week.