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Google is set to transform Nigeria’s online gambling landscape by allowing operators in Cross River, Ekiti, and Oyo to advertise sports betting, online casino games, and lotteries starting October 16, 2025. This follows Google’s earlier decision to permit ads in Lagos last March.
“Advertisers in Cross River, Ekiti and Oyo may promote online gambling content, including sports betting, online games and gambling-related lotteries, provided they meet local licensing requirements,” Google said in its official policy update.
To participate in this new advertising opportunity, operators in these states must possess valid licenses issued by the state and complete Google’s certification process.
This requirement ensures that all campaigns adhere to local regulations, responsible gambling practices, and age restrictions. Only those licensed operators who receive approval from state regulators will be allowed to promote their services through Google.
States receive autonomy
The recent expansion follows a Supreme Court ruling on November 22, 2024, that deemed the National Lotteries Act 2005 unconstitutional. This decision stripped the federal National Lottery Regulatory Commission (NLRC) of its authority, handing the reins of regulation and licensing to individual state governments.
Now, agencies like the Ekiti State Lottery and Gaming Board, Oyo State Gaming Board, and Cross River State Lotteries and Gaming Agency are in charge of overseeing operators within their regions.
Google’s careful approach to this rollout highlights its commitment to regulated markets across Africa, ensuring that advertisers comply with licensing and certification requirements while upholding responsible gambling practices.
The company had previously extended its advertising network to licensed operators in Cameroon and Namibia on August 19, indicating a broader strategy focused on regions with established regulatory frameworks.
Source: Focus Gaming News
