Google formally separates sweepstakes and social games, what it means
Online giant Google has made a significant change in its definitions that are likely to affect the gambling industry moving forward, as it has changed the classification of sweepstakes casinos to formally separate them from social games.
Sweepstakes casinos have been operating under Google’s Social Casinos Ads Certification for some time now. This helped them avoid the more strict rules placed on gambling advertisers, as they weren’t considered gambling casino operators. Google has now made a change to its Gambling and Games ad policy, and sweepstakes casinos no longer qualify as social casino games. This may not seem like a big change on the surface, but sweepstakes being classified as gambling could bring big changes to how sweeps casinos operate and advertise.
What will change with Google separating sweeps from social gaming?
With sweeps are no longer being set under a social gaming category, sweepstakes casino operators must now adhere to stricter advertising rules. Previously, sweepstakes operators could advertise under the social gaming certification. This could allow ads even in locations where traditional gambling is restricted, made it easier to qualify for such advertising, and generally boosted direct visibility for these operators. This made it easier for this specific type of casino to work around restrictions levied against gambling in some regions.
Sweepstakes casinos
With Google’s reclassification, this will now change. Ads will be limited based on geographic and licensing requirements, so operators must comply with these conditions to market in those specific jurisdictions. While some operators may be able to fulfill the new requirements regardless, the additional restrictions will still change how the industry works to attract new players.
Making it more difficult for sweepstakes casinos to directly to advertise to new players will likely increase these operations’ reliance on advertising partners who can do that work for them. This could include a greater lean into working with such partners and affiliates as casino streamers who can attract attention and new players on the sweeps operator’s behalf.
What’s the difference between sweepstakes and social casinos?
Sweepstakes casinos and social casinos both allow players to experience gambling gameplay without paying real money up front, but there is a significant difference between them. Social casino games don’t involve any sort of real-world currency, while sweeps casinos enable players to win real cash and other monetary prizes. Both sweepstakes and social casinos are considered different from traditional gambling because of their free-to-play options.
This is also why sweepstakes are regulated more strictly than are social casinos, which is relevant to Google’s changes.
Sweepstakes casinos offer players free tokens typically called Gold Coins, which they can use to gamble without having to use any real money. But players also have an opportunity to win real prizes by redeeming premium tokens called Sweeps Coins. The framework for sweepstakes still differs from traditional gambling casinos, as they operate under their own legal definitions and requirements.
Legality aside, the difference between the two types of casinos is also important for players. Social operators appeal to players who don’t want to get involved in any sort of gaming that involves real money, only playing casino games for recreation. Sweepstakes casinos and sweepstakes sportsbooks attract players who want to play with the option to convert their play into real-money rewards.
Feature image credit: Google
Khizar Mundia has been playing video games for as long as he can recall. Things have come a long way since the many days he spent playing the original NES, though. He now covers a variety of competitive games and esports, as well as the world of streaming, ranging from Twitch to Kick. If it’s of interest to gamers, it’s of interest to Khizar.
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