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Google's New Stance on NFT Game Ads: A Balanced Approach


Google's New Policy on NFT Game Advt.

The Tech Giant's Foray into NFTs


In a world where NFTs are rapidly gaining traction, Google has made a significant move by updating its advertising policy to accommodate blockchain video games that utilize NFTs. But, as with all things Google, there are nuances to be aware of.


The Green Light: What's Allowed


Google's recent policy update, set to take effect on September 15, showcases its commitment to embracing the NFT wave, albeit with caution. Advertisers can now promote blockchain video games that offer in-game items such as cosmetics, weapons, and other assets as NFTs. This is a clear nod to the growing popularity and acceptance of NFTs in the mainstream gaming industry.


The Red Flags: Restrictions in Place


However, not all NFT games get a free pass. Google has drawn a clear line when it comes to gambling-related crypto games. Specifically:

  • Games where players can wager or stake NFTs for a chance to win real-world value, including other NFTs, are off the table.

  • "Social casino games" that reward users with NFTs cannot run ads.

  • Games involving "real money gambling" are barred from purchasing ads.

  • Games allowing users to stake or "lock up" their crypto or NFTs for future crypto rewards are also restricted.

The Fine Print: Navigating the Gambling Gray Area


Google's policy is not just about black and white rules. Anything that incorporates elements of what Google categorizes as "gambling" will face additional restrictions. Such firms will need to secure gambling licenses or certification through Google's gambling application process.


Why This Matters: Google's Vision for NFTs


This policy update is more than just a set of rules. It's a reflection of Google's understanding of the NFT landscape. The tech giant recognizes the distinction between games where NFTs enhance gameplay and those where NFTs are used for gambling mechanics. This was further evident in July when Google introduced rules for its mobile Google Play Store, permitting NFTs in games as long as they steer clear of gambling mechanics. The ban on selling NFT "bundles" via gacha or loot box-style mechanics further underscores this stance.


A New Era for NFT Gaming Ads


Google's updated policy on NFT game ads is a testament to the evolving digital landscape. While it opens doors for many, it also sets clear boundaries to ensure a balanced and responsible approach to NFT gaming.


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