Report: Google plans to unblock online casino advertisements in U.S.

[The Buzz]

Google is planning to unblock online casino advertisements in the regulated U.S. gambling market in early 2020, according to a recent EGR report.

According to gaming lawyer Jeff Ifrah, the lift on casino ads in markets where it is legalized and regulated "should help the industry get traction, boost revenues, and pave the way for other states to come online" and "help offset the imbalance between (1) nascent legal, regulated industry participants and (2) established offshore operators of questionable credibility."

Google lifted the ban for online fantasy sports ads in August of this year, opening advertising to licensed advertisers in the fantasy sports industry.

From Ifrah's blog:

Advertisers in these spaces will still need to jump through a few hoops to get their ads posted on Google and related sites like YouTube (e.g., license verification and/or certifications that they are operating legally in regulated markets). But the opportunity represents a paradigm shift: the online gaming and sports betting industries are both credible and important market segments. And Google’s change of course is a helpful step forward. The opportunity for online gaming, which follows developments in sports betting, also shows how one industry supports the other in terms of political and consumer adoption.

During Google’s ad ban, people who have wanted to play online games have remained with known (unregulated) offshore outlets. That is due, at least in part, to regulated operators inability to get the word out and make players aware of their existence. Those legal and regulated operators have been veiled under an antiquated ad block. But as Google removes the proverbial veil, this should give the industry a boost. And the changes at Google are a reminder that online gaming and sports betting are best served playing on the same side.

Read more here: https://www.ifrahlaw.com/ifrah-on-ig...ports-betting/

[econfox]

I have run "legal" SEM campaigns in New Jersey & I have run campaigns that violate Google T&C. My experience is that it is difficult to make a profit right now or anytime in the near future because the legal casinos are running at break even or maybe a loss to get market share.

I have not run a sports betting campaign in New Jersey or other states that have legal sports betting in the US. But, my experience with the legalization of poker/casino ads was that for the first 6 to 12 months after legalization they use deep pockets for market share.

Also, be very wary of click fraud. When I first ran a google campaign for New Jersey I left the ads up 24/7. I noticed that a lot of clicks were happening between 2am - 6am New Jersey time. None of them ever deposited or even signed up. Complained to google and got part of the money back but not much.

[ocreditor]

.... None of them ever deposited or even signed up. Complained to google and got part of the money back but not much.

Wow thanks for sharing this, I guess that this new Google policy, when applied, will fix that twisted scenario for you

[AmyWilson]

Great news, it's high time! Why give local players to other countries? The main thing is that system will work correctly for all online casino operators.

[Pokerface]

Good news and allows an even playing field (no pun intended) for everyone.