In a sweeping change for the Nigerian gambling market, shortly after placing a comprehensive ban on gambling-related ads throughout Nigeria, Google reversed the decision in Lagos.
At the beginning of 2025, Google updated its ‘country-specific policies’ related to the advertising of gambling and games for Nigerian audiences, preventing the promotion of online gambling products and offers.
However, as reported by iGaming Afrika, Google will now allow ads for gambling products in Lagos State, including iGaming and sports betting, provided the activities align with the regulations set out by the Lagos State Lotteries & Gaming Authority (LSLGA).
Alongside gaining the necessary licence from the LSLGA, advertisers must gain certification from Google.
Google’s initial decision to block gambling advertisements was thought to be in response to a November Supreme Court that shifted the regulation of Nigeria’s gambling industry away from federal control.
The decision invalidated the National Lottery Act 2005, transferring the authority to regulate lotteries and games of chance from the legislative assemblies of the various states within Nigeria.
The shift followed longstanding tensions between state and federal regulators that dated back to 2008 when the Lagos state government argued that ‘lottery’ should be considered a residual matter rather than an exclusive legislative jurisdiction of the federal government.
At the time, it was reported that Google was working towards enabling operators to run state-targeted ads, and this is now evidently the case in Lagos, offering new opportunities for operators present in the state.
As the regulatory landscape of Nigeria and many other countries across Africa continues to change, so do the player trends in the region.
Tekkorp’s Conor O’Donovan previously spoke to iGaming Expert about the current state of Africa’s often fragmented market, especially focusing on the need for operators to follow the changing trends in mobile money.
He said: “If mobile money is starting to proliferate or it’s showing early signs of prosperity, you know, that’s a market with real potential to ride out over the next couple of years, because once mobile money grows, so does the betting industry. They go hand in hand, essentially.”
Don’t forget to subscribe to our Telegram channel!
