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Ukraine’s Licensed Casinos Can Now Utilise Google’s Advertising Channels

Ukraine’s Licensed Casinos Can Now Utilise Google’s Advertising Channels

05/08/2025
Since July 14th, Ukraine’s licensed casinos have been officially allowed to promote their services through Google’s advertising channels. Viktoriya Zakrevska, the UGC’s Deputy Chairman for Communication, discussed the potential opportunities this decision presents for the country’s gambling sphere.

Details of the Initiative

Ukrainian gambling ads on Google: approval

Alphabet Inc., which owns the Google brand, has officially permitted the publication of promotional materials from certified Ukrainian gaming operators across all its platforms.

Local providers can employ the following instruments to advertise their services:

  • the search engine, which is equipped with the appropriate algorithms for indexing and marketing within the list of inquiry results;
  • the YouTube platform, which enables recording of streams and other video content (monetisation is available for all thematic solutions);
  • the Google Play store, which facilitates the sale of mobile applications and casino advertising within the platform’s internal rankings;
  • the Discover feed, which offers the ability to personalise recommendations specifically for a niche audience.

The clearance follows years of diligent efforts by the national regulator and industry organisations like the UGC. Negotiations with the technology giant commenced in 2021.

In 2024, the country began cooperating with major corporations such as:

  • Meta;
  • Apple;
  • Alphabet.

All the agreements focused on banning unauthorised suppliers in search results, social networks, and mobile app stores. This process ultimately led to Google’s resolution to permit advertising starting July 14th, 2025. The ruling coincided with the launch of a new regulatory authority, PlayCity.

Ukrainian Gambling Sphere’s Prospects

Thanks to effective restructuring and support from state law enforcement agencies, the local authority now possesses many instruments to combat the shadow segment and bolster the legal one.

Official advertising through Google services presents a valuable opportunity to boost the popularity of certified entertainment portals. Furthermore, this initiative has the potential to make the country’s industry more appealing to international investors. It is projected that new promotional channels could increase the market’s profitability by 15–20% within the next 18 months.

Viktoriya Zakrevska’ Commentaries

The spokeswoman emphasised that advertising legal gambling on Google is an effective strategy to combat illicit operators. This enables the regulator to promptly block banners and similar materials from offshore brands, thereby raising public awareness and safety.

The growth and development of Ukraine’s gambling sector serve as a long-term incentive for job creation. For example, many individuals can get positions in marketing, IT, customer support, and other related areas.

Gaminator’s experts continuously monitor the entertainment sphere to keep clients informed about the most important news, the latest legislative updates, and major advancements. With our professional guidance, you can launch and popularise your iGaming business.

Contact our team to initiate a productive cooperation with a trusted technology aggregator.

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Artur Zimnij
Author
Artur Zimnij
Gambling business specialist
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