Google has begun accepting ads from daily fantasy sport operators and lottery carriers in a number of U.S. states. Google will begin accepting and running ads for daily fantasy sports operators and lottery couriers in numerous U.S.
DFS advertising is now allowed to be placed in 17 States and Lottery courier ads are permitted in 33 States plus Washington D.C.
DFS operators who operate in states that prohibit online betting will be able to advertise on Google.
Google stipulates that advertisers who target their ads to a state which does not require licensing must have a valid license in at least another state in the United States. Both lottery couriers and DFS operators are covered by this provision.
Previously, Google Ads only allowed advertisements related to certain gambling activities like state lotteries or horse races. Google Ads now allows lottery couriers in 40 different states to advertise.
Lottery Courier Update – A Sign of Times
Google’s recent decision to let lottery couriers run ads in most states shows how big the market for this product is in the U.S.
Lottery messengers usually operate via mobile apps or online. The apps allow players to order lottery tickets from a distance, and they purchase them on their behalf. Lottery couriers charge a fee upfront on deposits made by customers or they take a percentage.
According to the latest estimate, tickets purchased through a courier application accounted for less that 1% of the total U.S. lotto sales. However, the apps have gained in popularity. DraftKings purchased Jackpocket earlier this year for $750m, Jackpot.com struck a partnership with the Associated Press and other sites like Lotto.com, TheLotter and Lotto.com continue to grow their audience.
Google Ads will help those lottery couriers reach more of their current and future customers.
