Google Set To Update Its Gambling & Games Policy


Big news! As of the 1 July 2021, Google will begin to accept ads for “virtual slot-machine games, online casinos and online poker”. The full statement reads:

“On 23 June 2021, the Google Ads Gambling and games policy country-specifics will be updated. We will change the country-specifics for Germany to reflect the transition to the new State Treaty on Games of Chance (Glücksspielstaatsvertrag) entering into effect on 1 July 2021 alongside some further changes in our existing policy language. As part of these updates, from 1 July 2021, we will begin to accept ads for virtual slot-machine games, online casinos and online poker in Germany.”

While advertisers will need to be certified by Google before they are able to promote online, real-money gambling, offline gambling, online non-casino games, and social casino games, as well as adhere to country-based restrictions and requirements, this is a significant change in policy for the search engine.

Once eligible and certified, ads for gambling and games can be run on Google Ads and AdWords Express, Google Display Network, YouTube and AdMob, but this cannot be promoted through personalised ads such as Gmail ads, Shopping ads, Reservation display ads and consumer ratings annotations.


What Does This Mean For The Industry?

This means that the reach of gambling and games companies can reach far wider than previously. While many companies relied on SEO tactics in order to remain competitive as well as more traditional marketing avenues such as TV, radio and traditional PR, this announcement could significantly evolve the marketing opportunities for these companies.

At Absolute Digital, we have years of experience working with some of the top gambling brands such as Ladbrokes, SuperCasino and Jackpot 247 just to name a few. As the organic search landscape became increasingly competitive with more and more brands hunting down those top industry search terms such as ‘online casino’ and game specific terms like ‘blackjack’ or ‘roulette’, organic search became highly saturated. The introduction of gambling ads being approved offer the larger brands more exposure and smaller brands entering the market to quickly become competitive and attract new business in SERPs.


What Our Experts Say

Head of SEO, Sophie Brannon, said: “It’s an exciting time for the paid search and SEO teams to collaborate on a more integrated approach for casino and gambling campaigns. It’s always an incredibly tricky market with how competitive it is, but we’ve seen increasing success with campaigns that take this integrated approach”.

“We worked closely in the past with Ladbrokes on a two-pronged approach, with creative assets and digital PR, as well as SEO and achieved some fantastic results for them. Being able to add paid media into the mix to increase reach for these gambling and gaming brands further means there’s a lot more room for growth.”

Head of Paid Media, Miguel Lopez Cedeno, said: “It’s not surprising that the gaming and gambling industry are growing at an accelerated pace. As Google Ads has started to change some restrictions, this will open up different opportunities to reach new demographics and users interested on those sectors. We can support businesses to follow the different requirements needed to advertise and enjoy success in this sector.”


Are you a gambling or gaming company looking for support with your digital marketing campaigns? Get in touch with a member of our expert search teams today on 0800 088 6000.

For more information or to discuss your own digital marketing requirements, call one of our expert team today on 0800 088 6000.

Sophie Brannon
Sophie Brannon
Head of SEO

Sophie is our Head of SEO, who looks after the entire SEO team consisting of Account Managers and Content Account Managers. She provides support to the SEO team offering her read more.

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