Come December, you’re likely to see more social casino ads popping up on the pages you visit, as Google rolls out its new policy that will allow personalised ads for social casino games. Starting December 4, 2024, Google will remove social casino apps from its “sensitive interest” category, which previously prohibited targeted advertising for these gambling apps. By March 2025, the shift will apply to all marketers, opening up new prospects for those in the social casino industry.
Social casino games are free-to-play, gambling-style games available on social networking sites. These online platforms replicate classic casino games such as slot machines and poker in a virtual setting.
Social casino apps, such as poker, slots, and roulette, mimic gambling but don’t offer real money rewards. This change in Google’s Personalised Ads policy means advertisers can now target specific audiences for social casino games more easily. Ads for platforms such as McLuck and Chumba, which previously did not utilise personalised targeting, are expected to become more common, as the holiday season approaches.
Although social casino advertisements were previously permitted by Google, the new policy will now allow a more refined approach, using online user data to provide ads tailored to individual preferences. This means that in the weeks leading up to Christmas and beyond, users could see a surge in these targeted ads.
Though Google maintains that it will not target minors or exploit sensitive user data, the change raises ethical questions. Social casinos are seen by some as a “gentler” form of gambling, but studies show a link between these games and problem gambling. A 2018 study in Canada found that social casino game players were more likely to exhibit signs of gambling problems compared to non-players.
This policy change draws attention to the wider issue of online gambling and its potential effects on users, especially those at risk of addiction. While Google has strict rules on personalisation, such as excluding minors and adding responsible gambling messages, concerns remain about gambling becoming more common through ads.
For advertisers, this change brings clear opportunities. By allowing more personalised targeting, Google helps social casino companies reach potential users more easily, which could lead to more customers and higher revenue. However, advertisers must follow certain rules, such as not targeting minors and sticking to local regulations. Violations of these rules will result in warnings and their accounts could be suspended if guidelines are not followed.
Despite these safeguards, the bigger question is whether Google is putting profit before user safety. The policy does not include sweepstakes casinos, which offer real-money prizes, keeping a clear difference between social and traditional gambling. This shows Google’s effort to address concerns while still making the most of a profitable advertising market.
Google’s decision reflects the growing trend of gaming companies monetising their platforms through targeted advertising. However, as social casinos become more prominent, the challenge remains: how can tech giants protect users from the harms of virtual gambling while balancing the demand for profitable advertising?
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