_{Google announces allowed ad personalization for social casino apps. (Image: bigtunaonline / Alamy)}

Advertisers will be able to personalise ads for social casinos as Google announces they will ease ad restrictions. 

The announcement by the search engine giant states that it will relax its advertising rules for social casino apps. In a significant development for the social casino sector, Google’s announcement will allow advertisers greater flexibility by lifting the limitations on ad personalisation that currently fall under its "sensitive interest category" related to various forms of gambling.

The easement comes into force next month (December). 

Ads Can Be Tailored to Users

As part of this update, all advertisers promoting social casino apps will be able to tailor their ads to users by the end of March 2025. 

Google’s language regarding the sensitive interest category will be revised to clarify that while ad customization for gambling and related activities remains restricted, exceptions are made for social casino gaming apps advertised through Google App campaigns aimed specifically at app users.

This move comes as several prominent gaming operators, including Hard Rock Gaming, tap into the rapidly growing social casino market. Over the past decade, US consumers have reportedly spent upwards of $40 billion on social casino games, signalling a booming sector with substantial consumer interest. 

Ads Must Adhere to Stringent Rules

It's important to note that only licensed gaming companies are permitted to advertise via Google. These companies must adhere to jurisdictional regulations and responsible marketing protocols. 

Previously, Google restricted its advertising platform primarily to state-run lotteries and horse racing, but this year marked a shift allowing lottery couriers and daily fantasy sports operators to join the advertising fold.