NFT-related game ads will make their return to Google soon.
Google is fine-tuning its cryptocurrency advertising guidelines, making room for non-fungible token (NFT) gaming ads.
The change, announced by Google and slated to be implemented on September 15th, draws a line by allowing the promotion of NFT games that meet specific criteria.
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According to an official blog post, Web3 companies will be able to promote games where players can use NFTs to buy in-game items like weapons, attire, or accessories to augment their game experience or to make progress.
However, the policy remains unyielding against ads that facilitate betting on NFTs, cryptocurrencies, or other tokens for rewards. Google will also maintain its ban on NFT-based casino games and any form of social betting that lets players engage in wagering for tangible prizes like cash or other cryptocurrencies.
Those wishing to run ads that involve gambling-related content incorporating NFTs must conform to Google's existing "Gambling and games policy" and obtain the necessary Google Ads certifications.
This development is noteworthy, considering Google’s historical skepticism around cryptocurrency advertising. In 2018, the tech giant had outlawed all forms of crypto-related ads.
At that time, Scott Spencer, then director of sustainable ads at Google, remarked that the company had "seen enough consumer harm or potential for consumer harm," vowing to proceed with "extreme caution" concerning crypto ads.
However, this position was relaxed somewhat in June 2021. Google allowed advertisements from specific types of companies like cryptocurrency exchanges and wallets, but only if they were registered with the United States Financial Crimes Enforcement Network or held federal or state banking charters.
It is worth noting that, in July, the Google Play Store also opened its platform to non-fungible token (NFT) video games and blockchain-based digital content.
The forthcoming change in Google's ad policy represents a cautious yet significant step towards the mainstreaming of NFT gaming. While gambling-related activities continue to be held at arm's length, the partial lifting of the advertising ban underlines the growing legitimacy and acceptance of NFTs in the gaming realm.
