GAMING FOR AFRICA Gaming for Africa
Casino International’s Africa partner is the excellent Gaming For Africa magazine, bringing you the continent’s latest developments.
NOVOMATIC Africa Showcases Cutting-Edge Innovation at ICE Barcelona 2025
Barcelona 2025 provided the perfect platform for NOVOMATIC to reaffirm its position as a global leader in gaming technology and innovation. Held from January 20 to 22, the event brought together industry professionals from around the world, with NOVOMATIC once again standing out as the largest exhibitor.
With an impressive presence at Fira Barcelona Gran Via, NOVOMATIC introduced groundbreaking gaming solutions, demonstrated the latest advancements in technology and security, and strengthened its long-standing partnerships.
Among the highlights was the unveiling of the DIAMOND X™ 1.55J QUATTRO, an evolution of
the successful DIAMOND X™ series. With a sleek cabinet design, an innovative glass touch deck, and a high-performance sound system, this new release set a new benchmark for premium gaming experiences. Visitors also experienced the latest linked progressives, multiple feature games, and
next-generation casino management systems, all designed to enhance both player engagement and operator efficiency.
Beyond product innovation, ICE 2025 was an opportunity to engage with industry partners, explore new collaborations, and discuss emerging market trends. Representing NOVOMATIC Africa, Elana Weitz and Terrence Mushwana connected with key stakeholders, reinforcing the company’s dedication to delivering tailored gaming solutions across the continent.
As NOVOMATIC embarks on an exciting year ahead, the success of ICE 2025 sets the foundation for continued technological advancements, market growth, and strengthened industry partnerships.
Google Overhauls Gambling Ads Policy, Tightening Restrictions and Enhancing Compliance for African Countries
Google will enforce stricter policies that will impact thousands of gambling advertisers. The search giant released updated guidelines on February 10, 2025. The new policy details how gambling operators should promote games and collect data on its platforms.
It will change how millions of gaming and gambling users view and interact with ads online by introducing significant changes to its Gambling and Games advertising policy. This revision will refine the guidelines across various aspects, including country-specific regulations and clearer categorizations of gambling-related content, aimed at tightening control and enhancing clarity for advertisers.
Under the revised policy, Google will enforce more precise country-specific restrictions including African countries like South Africa, Kenya, Ghana, Tanzania, Ethiopia, and Mozambique and list explicitly where gambling advertising is banned, including countries like Morocco and Egypt. This targeted approach marks a departure from the previous broader categorizations, aiming to align more closely with individual country laws and regulations.
The revised guidelines aim to provide stricter definitions and implement expanded certification requirements for those promoting gambling- related content. A notable shift is the explicit classification of websites that direct users to online
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gambling or gambling services as ‘promoting gambling’. This move targets affiliate and aggregator sites, limiting their operations to purely informational content unless they meet the new, stringent criteria set forth.
The updated policy will also differentiate ‘social casino games’ from real-money gambling, specifying which regions require separate certification. This delineation ensures that advertisers of social games, which simulate gambling experiences without real-money stakes, understand their boundaries and the necessary steps for compliance.
In addition, the policy addresses the handling
of traditional and online casino-style games. New guidelines will include games that use virtual currencies or items with real-world value, expanding the scope of what constitutes gambling-related content.
Enforcement and operational compliance: One of the critical aspects of the updated policy is the enforcement of compliance. Advertisers must now ensure that all gambling licenses and registrations are up-to-date and reported to Google, particularly if there are any changes such as suspensions or revocations. Failure to comply with these requirements could lead to severe penalties, including account suspension. This policy overhaul by Google is set against a
backdrop of evolving regulatory landscapes globally, where the distinction between different types of gambling and digital games becomes increasingly significant. Advertisers will need to navigate these changes carefully, as Google introduces more granular controls and clarifications, which could impact how they target and reach their audiences. Google’s stringent approach, particularly towards social casino games, indicates a zero-tolerance policy for breaches, with violations leading to immediate and possibly irreversible consequences. This reflects a broader trend of digital platforms taking more responsibility for the content facilitated by their services, prioritizing user safety and regulatory compliance.
As the implementation date approaches, advertisers are encouraged to review their campaigns and ensure alignment with the new regulations. The preview of the revised policy is currently available, allowing businesses to familiarize themselves with the changes ahead of time. Adherence to these rules will be crucial for maintaining visibility and effectiveness in Google’s advertising ecosystem.
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