Google Expands Nigerian Gaming Ads to Three New States

State Licensing Requirements Apply to Advertising Access

Google’s policy update allows operators in the three newly eligible states to promote sports betting, online casino games, and gambling-related lotteries subject to local licensing compliance. “Advertisers in Cross River, Ekiti and Oyo may promote online gambling content, including sports betting, online games and gambling-related lotteries, provided they meet local licensing requirements,” Google stated according to PPC Land.

Operators must hold valid state-issued licenses and complete Google’s certification process before launching advertising campaigns. The requirements ensure compliance with local regulations, responsible gambling standards, and age restrictions. Only operators approved by respective state regulators qualify for advertising access through Google’s network.

Expansion Follows Supreme Court Regulatory Shift

The advertising expansion follows Nigeria’s Supreme Court ruling on November 22, 2024, declaring the National Lotteries Act 2005 unconstitutional and removing the federal National Lottery Regulatory Commission from nationwide authority. Individual state governments now license and regulate operators within their borders through agencies including Ekiti State Lottery and Gaming Board, Oyo State Gaming Board, and Cross River State Lotteries and Gaming Agency.

Google’s phased rollout reflects its deliberate approach to regulated African markets, having previously opened advertising to licensed operators in Cameroon and Namibia on August 19, 2025. The Nigerian expansion demonstrates confidence in state-level oversight while providing licensed operators greater online visibility within a framework balancing market opportunity, regulatory compliance, and consumer protection.