Players, Get Ready – Google’s Ad Policy is Changing for Social Casino Games

Published: November 26, 2024 | Author: Ron Clarke

Here’s an interesting update for our readers who enjoy playing social online casino games. Starting December 4, 2024, Google will update its Personalized Ads policy to permit the personalization of social casino game app campaigns. This means that, beginning in December, you may encounter more tailored advertisements for social casino games that align closely with your gaming interests and online behavior.

Google announced that starting December 4, 2024, its Personalized Ads policy will be updated to permit the personalization of social casino game app campaigns. By the end of March 2025, all advertisers will gain the ability to personalize ads for these apps, marking a shift in how social casino games can be marketed via Google Ads.

Ad personalization involves tailoring advertising content to individual users based on their preferences, behaviors, and demographics. This approach utilizes data such as browsing history, app usage, and demographic information to deliver ads that are more relevant to the user. For instance, if a user frequently engages with casino-related content, they might see ads for social casino games that align with their interests

For advertisers, this policy change enables more targeted marketing strategies. By leveraging user data, advertisers can create campaigns that match more effectively with their intended audience, potentially leading to higher engagement rates and better return on investment. This level of targeting was previously restricted for social casino game apps under Google’s policies,

Players may notice an increase in advertisements for social casino games that closely match their interests and online behaviors. While this can enhance the relevance of ads encountered, it’s important to note that users have control over ad personalization settings. Google provides options to manage ad preferences, allowing users to adjust the degree of personalization or opt out entirely if they choose.

The change involves a critical update to the “Gambling in personalized ads” sensitive interest category. Social casino game app campaigns will now be explicitly excluded from this category, allowing advertisers to use personalization for these campaigns. However, the policy clarifies that for all other types of gambling ads—such as online and offline gambling, online casino-based games, and online gambling-related information—personalization remains prohibited.

This policy shift comes amid a growing interest in social casino games, which are online simulated gambling games where there is no opportunity to win anything of value, such as money or prizes. According to Statista, the global social casino gaming market was estimated at $6.2 billion, with mobile casino games among the top-grossing mobile gaming genres worldwide.

The market is projected to continue its growth trend, with forecasts suggesting it could reach $25.2 billion by 2032, exhibiting a compound annual growth rate (CAGR) of 8.0% during the forecast period.

This update underscores Google’s careful approach to gambling-related advertising, allowing for more targeted promotion of social casino gaming apps while maintaining restrictions on other forms of gambling ads.

We, at Casin.com will continue to monitor Google for any further adjustments to its policies regarding the online gaming world and keep our readers informed of these developments.