In a significant update to its advertising policies, Google has opened the floodgates for sports betting ads in Delaware. This move, effective January 4, brings the 29th state in the U.S. into the realm of digital sports betting. This article delves into the details of this development, exploring the steps operators need to take to run ads, the certification process, and the implications for the burgeoning online wagering market in Delaware.
The latest update to Google Ads’ gambling and games policy for the United States allows eligible advertisers to run sports betting ads in Delaware. To be eligible, advertisers must apply for accreditation, a process that involves adhering to Google’s policies and satisfying country-specific requirements. This certification process includes verifying legal compliance and ensuring adherence to Google’s advertising policies.
Operators seeking certification must follow a series of steps outlined by Google. Privately licensed operators are required to complete an online gambling application form in the Google Ads Help Center. On the other hand, state-run entities must fill out a different form, providing details such as their website URL, campaign name, and ad group name in the ‘Summary of the issue’ section. Social casino game operators, targeting specific country groups, can submit their website URL or app, Google Ads customer ID, and other relevant information. Notably, a separate application form must be completed for each country the operator aims to target, reflecting the nuanced approach Google is taking to regulate sports betting ads.
Rush Street Interactive took center stage in August 2023 by assuming the role of the Delaware State Lottery’s official vendor for online gaming. Simultaneously, BetRivers emerged as the exclusive operational legal sports betting app in the state. The recent milestone for Delaware occurred as BetRivers’ mobile sportsbook went live earlier this month, ushering in a new era for online wagering in the state. While legal retail sports betting began in June 2018, the introduction of BetRivers’ betting app, accessible on both iOS and Android platforms, signifies a shift towards embracing mobile wagering in “The Diamond State”.
Google’s decision to allow sports betting ads in Delaware marks a significant development for the online wagering landscape in the state. As operators navigate the certification process, the industry is set to witness increased visibility and engagement. With BetRivers leading the charge, Delaware’s online sports betting market is poised for growth, solidifying its position as a key player in the evolving realm of digital wagering. As the 29th state to embrace the trend, Delaware exemplifies the expanding landscape of online sports betting across the United States.
