Google Opens Door for DFS  and Lottery Courier ads in the US – A Game-Changer for Affiliates

Google’s recent decision to update its US gambling and games advertising policy to allow ads for Daily Fantasy Sports (DFS) and lottery couriers in the US marks a significant milestone for the iGaming industry. Google will accept and run ads from operators in Alaska, California, Florida, Georgia, Kentucky, Minnesota, Nebraska, New Mexico North Carolina North Dakota, Oklahoma, Rhode Island, South Dakota, Utah, West Virginia, Wisconsin and Wyoming to name a few. Lottery couriers in 34 states outlined will be able to run ads as of the same date.

This policy change, effective from July 15, 2024, provides a substantial opportunity for affiliates and operators to engaged in targeting audiences in various states in the US market.

Let’s delve into the impact of this update and how  operators can leverage this new opportunity.

Why Google Has Enabled iGaming Ads Again

Google’s policy shift aims to align with the evolving landscape of online gaming and sports betting in the United States. By allowing DFS and lottery courier ads, Google acknowledges the growing popularity and legalization of these activities across multiple states. This decision provides a regulated environment for these ads, ensuring that only licensed operators can participate, an engage customers online which enhances the credibility and safety of the advertisements for users.

Impact on Brands and Affiliates

For brands, this policy update means access to a larger audience base, enabling them to engage more users who are interested in DFS and lottery games. Affiliates, in particular, stand to benefit significantly. With the ability to promote DFS and lottery courier services through Google’s extensive advertising network, affiliates can expect increased traffic and potentially higher conversion rates. This follows on from the Giants previous decisions to enable more types of RMG apps in their playstore. The impact of the recent Google Site Updates have negatively impacted organic traffic volumes across a number of prominent affiliate brands, therefore opening up opportunities to purchase targeted clicks will impact Google’s earnings positively.

Targeting Audiences Effectively

The new policy allows brands to utilise Google’s robust advertising tools to precisely target their audience. Advertisers can use demographic targeting, geographic targeting, and interest-based targeting to reach potential players in the states where DFS and lottery courier services are legal. This precise targeting ensures that ads reach users who are more likely to engage with the content, thereby improving the effectiveness of marketing campaigns.

Getting Started: Requirements for Advertisers

To start advertising DFS and lottery courier services on Google, operators must meet specific criteria:

  1. Licensing: Advertisers must be licensed by the relevant authorities in at least one state where they operate.
  2. Google Certification: Advertisers need to obtain certification from Google, which involves meeting all local legal requirements and adhering to Google’s advertising policies.
  3. Ad Formats: Use approved ad formats and copy that is compliant with advertising standards in each state and ensure that the ads are compliant with Google’s standards for gambling and games content.

The Search Volume Opportunity

The demand for DFS and lottery services is evident from the high volume of related searches on Google. According to recent data, searches for “Daily Fantasy Sports” and “lottery courier services” have seen a steady increase in search volumes, indicating a growing interest among search users. This surge in search volume represents a lucrative opportunity for affiliates to tap into a ready and engaged audience.

Strategic Advantages for Affiliates

Affiliates can capitalize on this opportunity by creating targeted content and using SEO strategies to rank high in search results for relevant keywords. By focusing on high-demand keywords such as “DFS promotions,” “best lottery couriers,” and “fantasy sports bonuses,” affiliates can drive more organic traffic to their sites. Additionally, leveraging Google’s advertising tools to run targeted ad campaigns can amplify their reach and attract a wider audience.


Google’s policy change to allow DFS and lottery courier ads is a game-changer for the iGaming industry. It opens up new avenues for brands and affiliates to reach and engage with a broader audience in the US which has traditionally been a highly regulated market with limiting marketing capabilities due to state by state regulation. By meeting the necessary requirements and utilising effective targeting strategies, affiliates and program managers can significantly enhance their marketing efforts and drive growth in this competitive sector. The increase in search volumes for DFS and lottery services underscores the potential for high engagement and revenue, making this an opportune moment for iGaming affiliates to expand their traffic sources and for operators to leverage pay on performance budgets to gain further momentum.

Related Posts

Get the latest affiliate news to your inbox

Join 1000’s of digital marketers who want to keep up to date with Affiliate Marketing trends across all verticals. Sign up to our weekly Newsletter and stay updated with all our industry news, insights and interviews.

Partner Directory