Google Ads loosens personalization rules for social casino game apps

Google Ads is adjusting its advertising policies to allow personalized targeting for social casino game apps, a decision that could change the landscape for advertisers in this niche. Starting December 4, 2024, Google will exclude social casino game apps from the “Gambling” sensitive interest category, allowing them to use personalized ad targeting. The change signals Google’s recognition of social casino games as distinct from real-money gambling, potentially offering advertisers in this space new opportunities for user engagement and acquisition.

What’s changing in Google’s Ad personalization policy?

Under this update, ads for social casino game apps will be permitted to apply personalized targeting, differentiating them from real-money gambling ads, which remain restricted. This change affects:

1. Personalized Targeting Launch: Social casino game advertisers can start using personalized ad targeting from December 4, 2024.
2. Wider Rollout: By March 2025, all advertisers in this category will have access to these personalization options.

While gambling-related ads are still restricted from using personalization, social casino game apps now have a clear path to leverage these tools.

What are social casino Game Apps?

Social casino game apps simulate casino-like experiences – think virtual poker, slots, and roulette. These games mimic the excitement of traditional gambling, but without the real-money stakes. Instead, players often use in-app currencies or points, meaning they can’t win or lose actual money. The new personalization option acknowledges this distinction, separating social casino games from the more heavily regulated gambling sector.

Why is this change important?

1. Enhanced Ad Performance: Personalization has been shown to improve ad engagement and effectiveness. With tailored messaging, social casino game advertisers can better target their ideal audiences, which can drive higher engagement and user acquisition rates.
2. More Opportunities for User Acquisition: The new personalization options provide more nuanced targeting methods. Social casino game apps can now reach users with ads that appeal to their specific interests, helping advertisers acquire users more efficiently.
3. Leniency in Enforcement: Google’s updated policy includes a warning system for violations. Advertisers who inadvertently breach the Personalized Ads policy will receive a warning before any potential account suspension. This leniency allows advertisers more flexibility while navigating the new personalization capabilities.

Implications for marketers

This policy change represents Google’s readiness to relax certain restrictions for specific app categories. Social casino game advertisers may see improved ad performance and higher ROI by implementing personalization strategies. Marketers should watch for:

• User Reactions: Increased personalization can improve ad relevance, but it’s crucial to avoid over-targeting, which can lead to user fatigue.
• Industry Backlash: While this update caters to advertisers, it may invite scrutiny from those concerned about gambling ad regulations.

Next steps for social casino game advertisers

With the policy change, here are some recommendations to maximize the new personalization potential:

1. Optimize Audience Segmentation: Use Google Ads’ audience data to segment users effectively and create customized messages that resonate with different user groups.
2. Test and Learn: Set up A/B tests to find the most engaging personalized messages and ad formats.
3. Monitor Ad Performance and Compliance: Keep a close eye on campaign performance and ensure adherence to Google’s policies to avoid potential warnings.

Bottom line

This exception for social casino games marks an interesting shift in Google’s advertising approach, emphasizing performance-driven personalization for specific types of apps. By leveraging this policy update, social casino game advertisers have the chance to reach users more effectively while staying within the bounds of Google’s ad policies. As the new rules roll out, this segment of advertisers could witness an uptick in ad engagement and, ultimately, better ad performance.

For marketers, staying ahead of these policy updates is crucial for maximizing ad potential and maintaining a competitive edge.

This article available in Ukrainian.