Will Google’s new policy trigger a wave of change in the gambling industry

The world of online gaming is on the verge of significant changes after Google announced a major tightening of regulations for advertising and hosting gambling. The new requirements affect both sweepstake casino operators and mobile app developers working with real-money betting or contests. These steps are capable not only of changing familiar marketing strategies but also of setting a new safety standard for millions of users worldwide.

Google tightens rules for sweepstake casinos and changes its approach to gambling advertising

Sweepstake casinos are a special format of online games that combine elements of gambling and lotteries, where users play with two currencies: Gold Coins for free play and Sweeps Coins, which can be exchanged for real prizes. Previously, such projects were advertised as “social casinos” and enjoyed lenient conditions: no licensing was required, and responsibility requirements were minimal. Now Google has officially excluded sweepstake casinos from the social category, equating them to full-fledged online casinos.

Sweepstake platform operators have faced new obligations:

• Obtaining a license in every country where they operate.
• Passing mandatory product certification.
• Implementing safe and responsible gaming messages in all advertising materials.

Well-known brands such as Chumba Casino, LuckyLand Slots, and Global Poker are now required to revise their marketing strategies and comply with the new requirements. For many companies, this means reconsidering their business model and making significant investments in legalization.

Developers introduce age restrictions in the Play Store and protect children

In parallel with changes in advertising, Google has increased control over mobile apps in the Play Store by introducing new rules to protect minors. Now all apps related to gambling, matchmaking, or contests with cash prizes are required to block access for children and teenagers. Not only casinos fall under the new requirements, but also dating apps, contest platforms, and any services with betting elements.

Developers are given 30 days to implement the necessary changes. Among the key new obligations:

• Integration of built-in age verification tools via Play Console.
• Updating user agreements in accordance with new protection standards.
• Implementing all changes by the end of November to avoid sanctions.

Ignoring the new rules will lead to the removal of the app from Google Play, which poses a threat to developers’ businesses and may result in loss of audience.

Operators and partners face new challenges after Google’s changes

Google’s strict new measures affect not only casino owners but also their numerous partners—affiliates, advertising agencies, and media platforms. All market participants are now required to comply with uniform advertising standards similar to those for licensed gambling operators. This means that even review sites or bloggers promoting sweepstake casinos must comply with the new rules.

It is becoming clear that most of the popular review and bonus offer sites for online casinos are already starting to adapt to Google’s stricter requirements.

While preparing this article, our editors decided to look for popular resources with reviews of online gambling services to see how prepared they are for the tightening requirements. It turned out that sites like https://indianaviatrix.com/, which offers promo codes for Aviatrix, initially published information about responsible gaming in response to the open policy requirements. Therefore, in the event of any inspections, only “shadow” affiliates who aggressively promote illegal online casinos without informing players about the terms will remain unprotected.

Possible consequences for violators include:

• Suspension or deletion of accounts for non-compliance with standards.
• Significant reduction in advertising opportunities for unlicensed products.

Previously, sweepstake casino advertising often bypassed strict filters, disguised as “entertainment” projects. Now such practices are becoming impossible, and marketing strategies require urgent revision.

Experts discuss the global consequences of Google’s new rules and assess the risks for the market

Industry analysts note that Google’s tightening of policy reflects a global trend toward regulating gambling and protecting users. In North America, sweepstake casinos have long operated in a grey area, remaining outside strict control due to local legislative features. The new rules may completely change the situation for the US and Canada, forcing operators either to obtain licenses or leave the market.

Some experts believe that such changes will increase transparency and reduce risks for players. Others warn of a possible growth in the shadow segment: some companies may move into the illegal sector to avoid licensing costs. The question arises: will the market really become safer for users, or will the new barriers pave the way for illegal platforms?

Google aligns standards and sets a new course for the gambling industry

The simultaneous tightening of advertising rules and Play Store policy demonstrates Google’s commitment to global unification of standards in the gambling industry. Now, advertising and distribution mechanisms are synchronized: all requirements take into account local legislation, the need for licensing, and mandatory measures to protect minors.

Such steps may become an example for other tech giants and national regulators, shaping a new landscape for online gaming. Operators and developers must prepare for new realities where safety, transparency, and responsibility become key criteria for success.

Background and brief overview of previous Google rules

Until 2025, Google regulated gambling advertising rather softly, allowing sweepstake casinos to place ads without the need for licensing and strict verification. Such projects often used loopholes, positioning themselves as “social” platforms, which allowed them to operate in different countries without restrictions.

The reason for the policy revision was numerous user complaints, cases of misleading users, and an increase in the number of minors among the audience of gambling apps. In 2025, Google decided to close these loopholes and establish a system in which all market participants must operate under unified and transparent rules.

Previously, there were repeated controversial situations when ads for dubious casinos appeared in popular apps, and underage users gained access to them. Google’s new policy aims to eliminate such risks and create a safer digital environment for everyone.