Google to Allow Ads for NFT Games on September 15

Credit: Reuters

Google just announced that it’s updating its advertising policy. Beginning September 15th, NFT gaming ads will be allowed on the platform, jus as long as they don’t promote gambling or gambling services.

The news was released via an official blog post on Google’s website. The post clarifies the specific criteria for advertising, stating that Google will allow NFT and blockchain-based games that let players purchase in-game items such as virtual wearables for player’s characters. This may include “weaponry, or armor with better stats” which can be “used in a game to enhance a user’s experience“ as well as “aid users in advancing in the game.”

However, Google was very clear that games that let players wager or stake NFTs for rewards like cryptocurrency, NFTs, or cash will be banned. Also, all blockchain-based casino games where players can play or wager for real-world prizes will continue to be permitted.

To promote gambling-related content that uses NFT technology or simulated casino gambling (ie. slots, roulette, and poker), users must comply with Google’s gambling and games policy and become certified. Advertisers must also comply with local laws for areas their ads target.

In 2018, Google made Web3 headlines when it banned all crypto-related advertising with no indication if the ban was permanent or not. Then in 2021, the ban was eased to enable advertising from companies that were registered with the U.S. Financial Crimes Enforcement Network as money service businesses or chartered bank entities. This mostly applied to crypto exchanges and wallets.

The director of sustainable ads at Google at the time, Scott Spencer, said that despite the new easing of restrictions, Google was approaching crypto and NFT-related ads with “extreme caution.”

Google Cautiously Leans into Web3

Google’s latest move to allow NFT games to advertise on its platform is big news for Web3 gaming. But this isn’t the first foray we’ve seen from Google into Web3. Although “the world’s most powerful company” has treaded slowly into the space, over the past year its stance on Web3 seems to be softening and maybe even turning bullish.

Here’s a look at some of the recent moves Google has made in Web3:

It should come as no surprise that a company as big and powerful as Google would be cautious when it comes to new technology like crypto and NFTs. But this recent announcement from Google to permit ads for NFT games, as well as the headlines above, reveal that the company appears to be bullish on Web3, even if it’s approaching the space cautiously.

Although we remain in what seems like a never-ending bear market, positive news from major Web2 and Web3 companies continues to roll in. At Rarity Sniper, we’ll be keeping our eyes and ears open for any new developments in the story.