Google opens gambling adverts in three Nigerian states
Google expands Nigeria’s online gambling market to Cross River, Ekiti and Oyo, offering new prospects for operators beyond Lagos.
Nigeria.- Google is opening Nigeria’s online gambling sector to new opportunities, allowing operators in Cross River, Ekiti and Oyo to advertise sports betting, online casino games and lotteries starting October 16, 2025. The move builds on Google’s March 2025 decision to allow ads only in Lagos, continuing its phased expansion across the country.
Google said in its official policy update, according to PPC Land: “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.”
Operators in the newly eligible states must hold valid state-issued licences and complete Google’s certification process before running campaigns. This ensures compliance with local regulations, responsible gambling standards and age restrictions, while only licensed operators approved by the respective state regulators can advertise.
By adding these three states, Google demonstrates confidence in Nigeria’s state-level oversight while fostering a more transparent, regulated and competitive gaming industry.
State control boosts Nigeria’s gambling market
The expansion comes less than a year after Nigeria’s Supreme Court ruled that the National Lotteries Act 2005 was unconstitutional. Delivered on November 22, 2024, the ruling removed the federal National Lottery Regulatory Commission (NLRC) from nationwide authority, transferring oversight to individual state governments, which now license and regulate operators within their borders through agencies like the Ekiti State Lottery and Gaming Board, Oyo State Gaming Board and Cross River State Lotteries and Gaming Agency.
Google’s phased rollout reflects a deliberate approach to regulated African markets, ensuring advertisers meet licensing and certification requirements while maintaining responsible gambling standards. The company previously opened its ad network to licensed operators in Cameroon and Namibia on August 19, part of a broader strategy to expand into regions with clear regulatory frameworks.
The Nigerian expansion underscores growing confidence in state oversight and provides licensed operators greater visibility online, while Google continues to balance market opportunity, regulatory compliance and consumer protection in Africa’s rapidly evolving gambling sector.
