Google’s updated gambling & games ad policy: impact on iGaming SEO & organic visibility

Google’s updated gambling & games ad policy: impact on iGaming SEO & organic visibility

Google recently announced that it will update its Gambling and Games Advertising Policy on April 14, 2025. This recent update aligns with Google’s continued approach to refining its paid and organic search results and offering better content for users. 

Let’s take a closer look at what this means for iGaming brands. 

Google’s gambling ad policy: What’s changed?

On April 14, 2025, Google will implement key updates to its Gambling and Games policy, significantly impacting advertisers and iGaming operators. These changes will expand market opportunities by revising country-specific guidelines and providing clearer definitions of gambling categories.

While most of the attention has focused on how these changes affect paid search campaigns, the implications for organic search are equally significant. They ultimately dictate how Google reacts to and ranks gambling-related content.

For iGaming brands, these policy shifts create a new SEO landscape that demands strategic adaptation. Understanding these changes is important for adapting your content and SEO tactics to maintain a strong digital presence going forward.

It’s important to note that Google has released a preview of the new policy but may make further adjustments before it is implemented on April 14, 2025.

Let’s take a look at what’s happened and its key implications for SEO.

3 key changes in the policy and how it affects organic SEO

While third-party tools are essential for SEO success, marketers should take proactive steps to mitigate disruptions. Here’s what you can do:

1. Expansion into new markets and the resulting competition

Google’s policy now allows gambling advertising in more regions, meaning that operators will rush to establish paid visibility. This expansion could mean more competitors vying for the same keywords in newly approved regions, creating a more crowded search landscape. 

The search competition will increase for organic as well, as paid ads begin to take up more space on the SERPs. 

For iGaming operators, this presents both a challenge and an opportunity – while rankings may become more competitive, brands that move quickly can establish and maintain strong organic positions in new regions.

But how do you beat the competition?

For starters, the importance of local SEO cannot be overstated. Brands that invest in comprehensive localised content will now have a first-mover advantage that is increasingly difficult for competitors to overcome.

Targeting newly approved markets requires region-specific content that goes beyond simple translation to consider local gambling terminology, popular games, regional sports preferences, country-specific regulations, and local payment methods.

Proper hreflang configuration is also essential when targeting multiple regions or languages. Without correct implementation, region-specific content may not reach intended audiences or could cannibalise rankings across regions.

A comprehensive localisation strategy ensures the right content reaches the right audience at the right time, maximising visibility across newly opened markets.

2. Stricter compliance requirements and domain trust

In its latest policy update, Google has placed greater emphasis on licensing, responsible gambling, and user safety. The policy now requires a prominent display of gambling licences, responsible gambling information, and transparent measures to prevent targeting minors.

So, what can you do?

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