Google has announced plans to ease its advertising rules for social casino apps, granting operators greater freedom in ad personalization starting next month.
Under the new policy, these apps will no longer be limited by the “sensitive interest category” that restricts personalization for various gambling-related ads. By March 2025, all social casino app advertisers will have the flexibility to customize ads, aligning with broader advertising options within Google’s platform.
This policy shift reflects the recognition of the social casino sector’s growing popularity, with U.S. consumers reportedly spending over $40 billion on these games over the past decade.
In its announcement, Google clarified that while it will update language for the sensitive interest category, ad customization will still be restricted for gambling, including online and offline gambling, information related to online gambling, non-casino games involving money or prizes, and online casino games.
However, it will permit app campaigns promoting social casino gaming apps to personalize ads specifically for app users, creating a targeted pathway for social casino developers to engage with their audience effectively.
The updated guidelines also emphasize that only licensed gaming companies will be allowed to advertise on Google, adhering to specific jurisdictional regulations and responsible marketing practices. Until recently, Google permitted ad access in the U.S. solely for state-run lotteries and horse racing; however, earlier this year, the platform expanded access to include lottery couriers and daily fantasy sports operators, indicating an evolving stance on gaming ads.
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