Advertisers will be able to personalise ads for social casinos as Google announces they will ease ad restrictions. Social casino game apps are online games that simulate casino gambling (e.g. poker, slots, roulette) where there is no opportunity to win money or money’s worth.

The announcement by the search engine giant states that it will relax its advertising rules for social casino apps. In a significant development for the social casino sector, Google’s announcement will allow advertisers greater flexibility by lifting the limitations on ad personalisation that currently fall under its "sensitive interest category" related to various forms of gambling.

Between the lines. This signals Google’s willingness to loosen restrictions around personalization for a specific category of gaming apps, potentially opening up new opportunities for advertisers.

Key details:

• Social casino game ads will be allowed to use personalized targeting starting Dec. 4.
• All advertisers will have this capability by the end of March 2025.
• Gambling-related ads will still be prohibited from personalization, except for social casino game apps.

Ads Can Be Tailored to Users

As part of this update, all advertisers promoting social casino apps will be able to tailor their ads to users by the end of March 2025. This move comes as several prominent gaming operators, including Hard Rock Gaming, tap into the rapidly growing social casino market. Over the past decade, US consumers have reportedly spent upwards of $40 billion on social casino games, signalling a booming sector with substantial consumer interest. 

Ads Must Adhere to Stringent Rules

It's important to note that only licensed gaming companies are permitted to advertise via Google. These companies must adhere to jurisdictional regulations and responsible marketing protocols. 

Previously, Google restricted its advertising platform primarily to state-run lotteries and horse racing, but this year marked a shift allowing lottery couriers and daily fantasy sports operators to join the advertising fold.