Google is changing how sweeps operators can bring in new players
A new policy from Google for casino and gambling ads may come from just a single line aimed at sweepstakes casinos, that one sentence could shake up how sweeps operators are able promote their products to new players moving forward.
Operators engaged in sweeps have had quite a year already. Some platforms have chosen to pull out of the sweepstakes casino scene rather than getting tangled up in the constant flux of changing regulations. With some US states tightening their licensing rules and a few flirting with outright bans, the next big move in the space is Google closing an advertising option for those platforms still promoting sweeps.
Google now officially separates social gaming from sweepstakes, meaning the latter can no longer advertise under general gaming rules. Sweepstakes operators must now follow Google’s stricter gambling-advertising policy instead, and that could change how these operators are able to attract players to their sites.
Google ad policy change redefines sweeps, social games
Under the new Google ad policy, sweepstakes casino operators must follow the same advertising rules those observed by gambling sites. This means they can no longer promote their products in US states where gambling is banned. For those who might violate this new policy, Google has made it clear that it’s willing to respond.
Google logo. Image credit: Google
Google’s strict stance is reinforced by a clearer definition of what qualifies as a social casino, and new restrictions to match. Sweepstakes casino operators can no longer set their products under this category. Any app submitted under “social casino” will be rejected unless it holds a valid local license for the target region where required, and avoids any reference to real-money gambling, prizes of real-world value, or any language implying cash payouts.
Games that include in-app purchases or use logos, names, or imagery linked to real-money gambling brands will also be flagged and risk immediate suspension. Google has made its point here crystal clear: In the search giant’s eyes, sweepstakes casinos are not social casinos because they involve real-money prizes.
Under the new policy, even legitimate social casino operators can only advertise in approved countries, provided they comply with all of the rules listed in Google’s new policy. And these rules have major implications for how these operators are able to bring in new players.
To make clearer this separation, Google also requires operators to not market their social casino products on the same account as gambling products to avoid suspensions. So sweepstakes casinos aren’t banned from advertising their products, but they can only do it by playing by the same rules as traditional gambling sites, and under the watchful eye of both state regulators and Google’s tightened ad policies.
New Google ad rules leave sweepstakes operators with fewer options
With the new rules in effect, sweepstakes casino operators may attempt to rebrand under terms like “Social Plus,” a tactic that’s already in motion. It’s unclear how successful this Social Plus rebrand effort will be given the increasing attention being paid to sweeps. In most cases, access in regions where gambling is restricted will shrink. And as more states adopt tighter gambling bans, sweepstakes casinos will be left with even fewer advertising avenues.
Image credit: Kick
But not all is lost for sweeps operators. While the increased scrutiny isn’t necessarily welcome, it does leave open some options to attract players that have already been gaining steam. The rise of casino streamers has already been having a transformative impact on the world of online betting and advertising, and these changes may only further accelerate that trend.
These digital influencers are able to organically build audiences exactly suited for being advertised to by betting platforms. For instance, many creators on Kick are already partnered with major gambling operators that use the platform to market their brands through sponsored streams and bonus-code promotions. It’s a tactic that has proven successful already. And the more personal relationship a streamer has with their audience may provide for better outcomes than the simpler, more traditional digital ads that are no longer allowed given Google’s policy change.
So while these changes weren’t necessarily welcomed by sweeps operators, the reality is that this may push such platforms to market themselves in newer, more dynamic ways that are actually more effective in attracting new players to their games.
Featured image credit: Google
Fariha Bhatti is a long-time gaming writer who loves competitive FPS games and slots with particularly fun themes. She got her start playing classic games developed by SNK, from legendary fighting game series The King of Fighters to challenging platform franchise Metal Slug. She now spends most of her time playing Valorant and Counter-Strike 2 while working her way through new slot releases to find her next favorite. Fariha has been published at PCGamesN, TalkEsport and ONE Esports.
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