DoubleDown and Playtika Respond to Sweeps Crackdowns and Google’s Updated Gambling Ads Policy

Last October 28th, 2025, Google surprised many by updating its Gambling & Games ad policy, directly affecting sweepstakes casino operators. According to the latest rule, the games and services offered by sweepstakes casinos “aren’t social casino games”.

As expected, Google’s policy shift drew diverse opinions and comments from stakeholders, particularly sweepstakes casino operators.

DoubleDown, for example, welcomed the new policy, saying that it’s a positive development for the industry. Playtika’s response was more measured, adding that they will still monitor the developments and act accordingly.

One Google Ad Policy, Varied Industry Responses

Google’s latest rules on content and advertising have received a lot of attention from industry stakeholders. Although Google revamped its entire content and advertising policy, the sweepstakes casino stakeholders were hit the hardest.

Under “Social Casino” games, Google clarified its definition of these games, saying that there are “online simulated gambling-style games where there is no opportunity to win something of value”. 

Google then proceeds to give an example of what is not considered a social casino game: sweepstakes casinos.

The change in advertising policy instantly received diverse comments and opinions from industry participants, particularly operators. 

For DoubleDown, Google’s decision will have a positive impact on social casino companies. Joe Sigrist, DoubleDown’s CFO, argued that the company felt “upward pressure on CPIs” due to competition.

With less competition due to Google’s stringent rules, they argued that it would become beneficial to them due to reduced ad costs. Sigrist further added that these changes are “unlikely to harm” the company.

Playtika, on the other hand, offers a measured take on Google’s latest advertising content policy. Craig Adams, Playtika’s President and CFO,  avoided speculation on this advertising rule change. Instead, he acknowledged the latest development and added that they will monitor the situation.

Like DoubleDown, they’re also looking to capitalize on cheaper ad inventory, but they’re still in the wait-and-see mode.

How Google’s New Policy Impacts the Sweepstakes Casino Sector

With these changes in advertising policy, operators and content creators are forced to reevaluate their campaigns moving forward. This change removes the creator’s access to paid search promotion. Without access to advertising through Google’s “social casino certification”, it becomes harder for content creators and operators to get visibility in paid search.

But for other social casino companies (that don’t rely on the dual-currency model), this latest development lessens the competition, potentially lowering the user acquisition cost (CAC).

REFERENCES

• Google's Ad Policy