Google is now accepting ads from regulated sportsbooks in the Ontario sports betting market and beyond.
The search giant updated its Canada advertising policy this week to reflect the forthcoming regulated ON sports betting market.
Per the new terms, Google will allow gambling ads for the provincial lotteries and private licensed operators.
Of course, Ontario is the only province licensing other operators via its Alcohol and Gaming Commission of Ontario (AGCO).
Welcome bump for Ontario sportsbooks
The announcement is good news for licensed Ontario sports betting firms, especially since Google will be closed to gray-market competitors.
Google ads will be especially important given the minor restrictions on advertising in the market. Operators cannot promote bonuses on public ads, only on their own websites.
To advertise with Google in Canada, operators must apply for a certificate with the company. They will need an Ontario license to qualify.
Operators getting ready for Ontario sports betting
As of Wednesday, there were 16 licensed Ontario operators, including some of the biggest names in sports betting.
PointsBet and theScore were among the first sportsbooks to announce their licenses. AGCO added FanDuel Sportsbook to the group last week, then BetMGM this week.
Elsewhere, Bet365 joined the growing list last week. The UK-headquartered operator could be one of the largest players in the market given its previous gray-market success.
There are also eight licensed providers including Kambi, which secured a license this week.
More obstacles in Ontario sports betting?
The Ontario sports betting market is still on track to launch on April 4 despite a litany of past obstacles. There might be at least one more stumbling block however.
Mohawk Council of Kahnawake Chief Mike Delisle recently told LSR the tribe would not seek an Ontario license for the Sports Interaction brand, which it partially owns.
“It [is] already licensed by our gaming commission, therefore, no need, we’ve been operating since 2015,” Delisle said. “Nor are we open to paying any fees or taxes to a foreign government.”
How AGCO will respond to that once the market is officially open is an unanswered question.