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The computer giant Google has revealed plans to lift its ban on targeted and tailored advertisements for social casino games, a move that is expected to cause a stir in the online gaming industry.
This transition would enable social casino operators to post adverts on popular websites and apps, increasing revenue. As part of a larger overhaul to its advertising standards, this decision is expected to reshape the environment for both advertisers and consumers, providing greater chances for targeted marketing. The decision is expected to boost competition in digital advertising, particularly gaming.
Casino ads return; NHL players face backlash
Google will remove social casinos from its restricted "gambling" category on December 4, 2024, allowing operators to place targeted advertisements on popular websites and applications. This maneuver is applicable to a number of social casino games, such as roulette, poker, and slots. According to a survey conducted by The Athletic, since sports betting became legal in the United States, almost one-third of NHL players have encountered more harassment related to the activity. Abusive comments, such as requests to return lost wagers or even threats of death, have been widespread. This increase in animosity draws attention to the negative and harmful aspects of sports betting's expanding power.
Implications of Google's advert policy change
Google may increase problem gambling as a result of its decision to lift the restriction on social casino adverts, but it will still police its Personalised Ads policy and suspend or warn users who violate it. All businesses will be able to run customised adverts in 2025 when Google's advertising guidelines are completely relaxed, which includes this adjustment. It is anticipated that the online gambling sector will gain from social casino operators' improved ability to target adverts, which will boost player engagement, income, and industry expansion worldwide.
