Google and the bingo advertising u-turn

It has been revealed that search engine giant Google is set to reverse its 2004 decision to ban all gambling related adverts from the site. In a move which is being trialled in the UK, all UK and European Economic Area (EEA) registered companies will be allowed to advertise their services on Google search pages. While on the surface they may not look like a major move it has the potential to change the bingo arena overnight.

It is estimated that Google will earn upwards of £100 million advertising revenue a year from the move but it will open up whole new markets to UK based bingo websites. While there has been no word on when the change will take place it is sure to be before the Christmas period. But why has Google decided to reverse its earlier move after 4 years?

Income, income and more income is the simple answer. Google is a business like any other and in it to make a profit, but the credit crunch has had an impact upon online advertising with some companies cutting back their budgets. There is every chance that the change will at least cover some of the reduced income which Google will no doubt lose at some stage of the economic cycle.