Great and exciting news for the Social Casino operators around the world! Google has finally changed its policy and permitted Social Casino advertising.
It is no secret that Social Casino is one of the biggest and most successful game genres in the Social and Mobile arena. This has been the case for about 4 years already. You need look no further than Playtika (acquired by Caesars interactive), and DoubleDown Interactive (acquired by IGT) taking the space by storm, and many other studios following in their footsteps as proof of this.
While platforms like Facebook and Twitter courted these types of games and enjoyed many years of exceptional income from the titles, Google stayed in the background for quite a while and let the other players feather their nests.
The absurd thing is that Gambling Games have been able to advertise on Adwords for years as long as they have a Gaming License. What is even more ridiculous is that since Social Casino is not real gambling, these companies could never get such a license even if they wanted to and were completely left out of the game.
But now that’s all about to change! Google just announced the beta testing of social casino game ads on their platforms – AdWords, AdMob, Google Display Network, and YouTube; a move that will open up Google to big spender advertisers from a genre that is expected to hit $4.5 Billion(!!) this year.
Before rolling it out to everyone, a few select operators and agencies were chosen to participate in a beta trial.
It’s a real game changer for Social Casino advertising. A huge, quality, and targeted media channel that was completely blocked from Social Casino operators is now accessible to them. It will require new expertise, partnerships, and strategies. Given the excellent results with other game genres, it’s safe to assume that a big part of the Social Casino UA, retention, and re-targeting budgets will be shifting to Google channels very soon.
Having said that, it will also be very challenging to leverage Google search advertising while competing on casino related KW’s with real gambling products which already took CPC to unreal heights.
One thing’s for sure – the times they are a changin’.