Google has adapted its search policy for gambling in Nigeria. This mainly impacts the many online casinos and sportsbooks operating in the country.
This year, Google has changed and subsequently reversed its advertising policies for businesses in Nigeria. Mainly concerning those in the gambling sector, these initial bans have since been lifted in certain geographical locations. Below, we discuss whether your business is still able to use Google Ads and how the rules apply to gambling companies.
January’s Country-Specific Policy Shifts
In January, Google updated its country-specific policies and targeted gambling advertising in Nigeria. This saw any ads and promotions on Google removed. The impact reached outside immediate bookmakers and casinos, as it also extended to any promotional offers. This included bonus codes, vouchers, and educational information. It also capped any ads for content that promoted tips and odds.
This was in response to a move by the Supreme Court, which voided the National Lottery Act 2005. This meant that gambling and lotteries, which were previously overseen by the federal government, now moved to state regulation.
Gambling in Nigeria
Unless you own a business related to the gambling sector or are doing cross-promotions, it is unlikely this will impact you. However, gambling is growing in Nigeria; in fact, some may say booming. Revenue is projected to reach US$3.10bn by the end of 2025 alone. That means you may have dealings with gambling-related companies and promotions at some point.
These promotions, provided by major brands like Betway, have helped to grow the industry in the country and the taxable revenue benefits that come with it. Promotions like a matched bet are being combined with other incentives, like free casino spins. This allows people to enjoy a range of online entertainment methods without draining their bankroll for a short period of time.
Increasingly popular in Nigerian bookmaking is the accumulator bet, also known as the acca. This allows players to combine bets from a range of games and outcomes, so their odds and wins carry over to the next. From this, relatively low wagers can be placed that produce large wins. They do have an increased risk, but this comes with bigger payouts. Some providers even have insurance as an offer, meaning you will still get a small win or free bet should your accumulator not be a positive result.
Sports betting is huge, and estimates are that some 65 million people in the country take part in betting, equating to around 14 million bets daily. However, an online casino in Nigeria is also easy to come by, and they are growing in popularity as internet connections and smartphone usage increase. These provide Nigerians with a way to play table games like poker and baccarat, while also having transparency and safe payment methods.
It is not just casinos and sportsbooks that benefit from this, either. Major gambling companies operating in the country are prolific sports sponsors. There are also many third parties who make a living from the sector, including tipsters, pundits, and affiliate marketers.
April’s Change to Ad Policy
Google’s blanket ban in January was understandable. With state laws uncertain, they ran the risk of prosecution. In April, they specifically lifted this embargo, but only for Lagos State. Only authorised operators there can use the service, and they are now once again able to advertise gambling using Google ads. The only stipulation is that they must abide by rules set by the Lagos State Lotteries & Gaming Authority (LSLGA).
Lagos had long been one of the main challengers to the National Lottery Act 2005. It had campaigned on the notion that lotteries and gambling should be something decided upon locally, as opposed to placing it with the federal government.
What Does This Mean For Businesses?
For other businesses, Google’s main changes to ads in the next year will be the introduction of its next-generation innovations. It is expected that these will enhance visual content creation, along with expanding opportunities for Nigerian businesses to advertise. This shows a commitment from Google, which is constantly adapting and updating to suit the needs of this fast-growing country.
For gambling companies, it will not have an immediate impact. Many of the barriers to its growth in the country are not due to advertising. Instead, they come from connectivity and factors like smartphone adoption. When this increases, so will those who are using digital methods to place a bet.
If you do want to place a bet online or use a casino, make sure to check third-party review sites. Look for operators who are well known, such as Betway, and sign up for their introductory offers. This will let you try out the games and system before making a deposit. You will find they often have a wide range of products, so you can enjoy wagering one minute, then jump into live casinos the next.
