Since July 14th, certified casinos in Ukraine have been able to market their services via Google’s advertising channels. Viktoriya Zakrevska, the UGC's Deputy Chairman for Communication, spoke about the prospects this decision opens up for the country’s gaming vertical.
About the New Rules
Alphabet Inc., the owner of the Google brand, has officially allowed the publication of promotional offers from licensed gambling operators in Ukraine on all of its platforms.
Local suppliers can use the following to promote niche products:
- the search engine with the corresponding algorithms for indexing and marketing in the list of inquiry results;
- the YouTube service with the ability to record streams and other video content (the monetisation function is available for all thematic solutions);
- the Google Play store for selling mobile applications and casino advertising in the platform’s internal ratings;
- the Discover feed with the option to personalise recommendations for a niche audience.
The approval comes after many years of hard work by the national regulator and industry organisations such as the UGC. Negotiations with the technology giant were initiated back in 2021.
In 2024, the country concluded cooperation deals with several corporations, such as:
- Meta;
- Apple;
- Alphabet.
All the agreements concerned blocking shadow providers in search results, social networks, and mobile app stores. The process culminated in Google’s decision to allow advertising on July 14th, 2025. The ruling coincided with the launch of a new regulatory body, PlayCity.
Prospects of Ukraine’s Gaming Market
Due to successful restructuring and assistance from state law enforcement agencies, the local authority has received many tools to combat the shadow segment and strengthen the legal one.
Official promotion in Google services is an excellent opportunity for increasing the visibility of licensed platforms. This move also makes the country’s industry more attractive to international investors. It is estimated that new popularisation channels are capable of boosting the market’s profitability by 15−20% in the next 18 months.
Viktoriya Zakrevska' Comments
The representative noted that promoting legal gambling on Google is a great way to combat unauthorised operators. Now, the regulator can quickly block banners and similar content from offshore brands, increasing awareness and safety of the population.
The development and strengthening of Ukraine’s gaming sphere is a long-term incentive for creating new jobs. For instance, many people can get positions in promotional, information technology, customer support, and other related fields.
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