Google has begun changing their approach to online gambling in the U.S. Fantasy Sports services, who hold a state license in at least one state, are now allowed to advertise across select Google properties. Online advertising for sports-betting is currently being beta tested in New Jersey as Google dips its toes into the newly legalized industry.
What this means for marketers: The inability to advertise anything related to online gambling in the U.S. on Google Ads and YouTube has been a major hindrance to Online Fantasy Sports companies and Casinos with an online presence. As DraftKings and FanDuel spent millions per week on TV advertising, Google refused to allow them to run ads promoting their services at a time when demand and media exposure were at their peak.
While Google may have missed out on the Fantasy Sports boom, by now allowing Fantasy Sports betting and the ad-testing for Sports betting in New Jersey, they will have the opportunity to take advantage of the legalization of online gambling in the US. Marketers who previously could not advertise on Google can leverage these changes and see a large boost in exposure as they leverage Paid Search and YouTube to reach new users.