The online gambling industry is experiencing rapid transformation, driven by evolving regulations and technological advancements. Google Ads’ latest policy update introduces new possibilities for advertising of gambling-related apps, allowing for more targeted campaigns. This shift presents both challenges and opportunities for businesses operating in this industry, demanding innovative technology to help them maximize user acquisition while ensuring compliance.
A Closer Look into Google Ads' Policy Updates
As one of the most significant advertising platforms, Google Ads can significantly impact the growth and visibility of an industry, especially for niche spaces like online gambling and games. In fact, Google has long taken a careful stance on gambling-related advertising, enforcing strict policies to promote responsible marketing and maintain a secure digital ecosystem for users. However, as online gambling laws and regulations evolve globally, Google Ads has recently updated its policies and allows casino game apps to advertise.
Starting from February 2025, Google Ads will begin to accept gambling game ads run by state-licensed operators. It is worth noting these ads are allowed with category limitations, which may vary with regions as part of Google’s ongoing efforts to align with local laws. For example, in Angola, new policies apply for sports betting, online games, and gambling-related lotteries only; while in the Philippines, allowed gambling ads include casino games, lotteries, bingo, and sports betting. This change marks a significant shift in how gambling-related content is promoted, making it easier for gaming platforms to reach their ideal audiences.
Google Ads Gambling and games policy Angola country-specifics
Google Ads Gambling and games policy Philippines country-specifics
The Booming Online Gambling Market and Its Challenges
Earlier in December 2024, Google Ads already removed online gambling apps from the “sensitive interest category,” enabling advertisers to target users more precisely. It serves as convincing proof that the online gambling industry is expanding both legally and rapidly. Meanwhile, the ability to advertise through Google Ads presents challenges as well, especially when it comes to stable distribution and user retention.
One of the biggest risks for gambling operators is the strict enforcement policies of app stores like Google Play. Many gambling game apps are frequently flagged and removed due to regulatory concerns, even if they comply with Google Ads’ advertising policies. These challenges result in wasted advertising spend since a promoted app can suddenly become unavailable, making it difficult to convert paid traffic into long-term users.
To help gambling operators navigate these challenges, ROIBest provides an Android Progressive Web App (PWA) solution—a powerful alternative to traditional app distribution.
How ROIBest Helps Gambling Operators Adapt
As a pioneer in Android PWA solutions, ROIBest enables online gambling apps to bypass traditional app store restrictions and deliver seamless, app-like experiences directly through web browsers. With Google Ads allowing more flexibility in gambling-related campaigns and the PWA-based distribution approach, gambling operators can:
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Bypass app store restrictions: No need to submit apps to Google Play, eliminating the risk of rejection or removal.
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Ensure consistent availability: Unlike native apps, PWAs remain accessible as long as the website is live.
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Deliver a seamless app-like experience: PWAs function like native apps, supporting push notifications, offline access, and smooth performance.
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Maximize ad spend efficiency: With a direct-to-web approach, advertisers can ensure that their paid traffic leads to a stable and accessible gambling game experience.
ROIBest’s PWA solution offers a future-proof solution that aligns with the latest advertising policies while ensuring app stability and accessibility. Now is the perfect time for gambling operators to deploy PWAs as a strategic advantage.
About ROIBest
ROIBest, as the pioneer in non-removable Android apps, boasts the largest market share and user base.
Our clients include leading companies in gaming, short drama, social network, and tools & utilities industries, such as ShortMax and EWORLD.
Our solutions built of progressive web app (PWA) technology address issues for Android app developers such as app review processes, being removed from the Play Store, and Google Pay commissions. The unique ROI-enhancing features developed by ROIBest can boost conversions by over 10% and reduce the risk of ad bans, driving more traffic to the business.
