Announcements appear to confirm that Google has updated its cryptocurrency policy to allow blockchain-based NFT games the ability to run advertisements with the platform. 

Having previously banned all cryptocurrency ads from publishing via its platforms, Google’s move could have a positive impact on the Web3-gaming vertical’s ability to onboard new users, at a time when the NFT industry sits well below its 2021 levels of excitement and investment.

The changes are set to be implemented on September 15, in less than two weeks time.

“Beginning September 15, 2023, advertisers offering NFT games that do not promote gambling-related content may advertise those products and services when they meet the following requirements and are certified by Google.”, reads Google’s policy update post

Certain games will remain excluded. In particular, those that promote gambling-related activity. Google’s update details the following as unacceptable for advertising:

• Promotion of games where players can wager or stake NFTs in exchange for the opportunity to win anything of real-world value (including other NFTs).
• Promotion of social casino games that reward NFT.
• Promotion of "real money gambling" destinations. This includes gambling-related advertisements that appear on your game's destination.

However, the post does clarify that it will accept “NFT games that allow players to purchase in-game items, like virtual apparel for a player’s characters, weaponry, or armor with better stats, consumed or used in a game to enhance a user’s experience or aid users in advancing the game.”

Despite mass investment in 2021 and thereafter, many Web3 games have struggled to accrue large numbers of users, and changes such as Google’s, could go some way to remedying this problem.