Google to Allow Now NFT Game Ads

Google, a dominant force in the digital advertising sector, has recently updated its policies to embrace the burgeoning world of blockchain-based non-fungible token (NFT) games. 

Google's recent policy update, effective from September 15, allows for the promotion of NFT games. However, this permission comes with specific criteria. The approved NFT games are those that enable players to purchase in-game items, such as virtual apparel, weaponry, or armor that can be consumed or used in the game to enhance the user experience or assist players in progressing in the game.

However, the tech giant maintains a strict stance against certain types of promotions. Google's policy continues to prohibit ads for games that allow players to stake NFTs for potential rewards. Additionally, promotions related to 'real-world gambling' and simulated casino gambling offering chances to win NFTs remain off the table. To run ads promoting NFT-related content, game developers and publishers must adhere to Google's gambling and games policy and obtain the necessary Google Ads certifications.

Scott Spencer, the director of sustainable ads at Google at the time, stated that the company had “seen enough consumer harm or potential for consumer harm” that it would continue to approach cryptocurrency-related ads with “extreme caution.”

Google's journey with cryptocurrency-related ads has seen its ups and downs. In 2018, Google, along with other tech giants, took a conservative approach by restricting blockchain and cryptocurrency-related advertisements. This decision was primarily driven by concerns over potential consumer harm. However, in 2021, Google revised its stance, allowing ads from cryptocurrency exchanges and wallets targeting the U.S. market, provided they were registered with the U.S. Financial Crimes Enforcement Network (FinCEN).