Since the deregulation of the Swedish gambling market in January 2019 Source: Gambling Act (2018:1138), we have expected a change in Google’s advertising policy. Up until now, it has not been permitted to advertise within the gambling vertical on the Swedish market.
It is now confirmed that it will be possible for gambling companies with a state license to advertise across Google’s search network, display network, and YouTube starting already on April 29, 2019.
So far, Svenska Spel has been the only one with this opportunity, but now advertising will open up for several operators.
Operators holding a state license can, as a first step, apply for certification with Google, which will be possible from April 29. This application normally takes two business days but may take longer as interest is expected to be high during the first days.
In the application, one must specify which brands, landing pages, and Google Ads accounts will be used. This makes it possible to already set up advertising and prepare the accounts that will be used once the application has been approved.
We know this will become an extremely competitive vertical, and with such competition comes the risk of unnecessary costs and poor results.
Our SEM team is experienced in handling high competition from other industries. We have a well-proven process and structure for managing advertising that focuses on both growth and cost control.
Combined with our SEO team’s deep knowledge of search volumes, search behavior, and expected conversion rates, this makes Brath a natural partner.
Thommy Ottinger
Senior SEM specialist