Big Changes Ahead: Google to Deprecate the “Video Games (Casual & Online)” Ad Block Category
If you’re a website publisher, app developer, or advertiser using Google Ad Manager or AdSense, there’s an important update you need to know about—especially if you currently block ads related to video games.
Google has officially announced that the “Video Games (Casual & Online)” sensitive category will soon be deprecated from Blocking controls. Here’s what that means and what you should do next.
What’s Changing?
Starting May 15, 2025, Google will begin removing the “Video Games (Casual & Online)” category from its Blocking controls. This category was previously used to prevent ads related to casual games, online multiplayer games, and downloadable games.
If You’re Not Using This Category
No worries—you don’t need to do anything. The category will disappear from your settings automatically on May 15.
If You Are Using This Category
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The category will be marked “Deprecated” starting May 15, 2025.
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Beginning June 15, 2025, your blocks using this category will no longer take effect.
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Ads related to video games may begin to appear unless other categories are actively blocking them.
What You Should Do Now
To maintain your brand safety or user suitability preferences, Google recommends reviewing and updating your current ad blocking settings.
Use These Alternative Categories Instead:
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General Category: Video Games, Consoles & Accessories
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General Category: Online Games & Puzzles
These broader categories—and their subcategories—will still allow you to limit exposure to video game-related content where necessary.
Why the Change?
While Google hasn’t offered a detailed explanation, this move is likely aimed at:
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Simplifying category management
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Consolidating overlapping ad blocking settings
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Improving targeting efficiency for advertisers and publishers alike
It also reflects a shift in how digital ads are classified and how sensitive categories are maintained.
What’s the Impact?
| Publisher Type | Impact |
|---|---|
| News or Education Sites | Might start showing video game ads unless new blocks are applied |
| Kids or Family Platforms | Should carefully reconfigure category blocks to maintain age-appropriate content |
| Gaming Platforms | Less impact, unless you’re avoiding ads from certain competitors |
| General Websites | Minor change, unless you had specific policies against video game content |
Pro Tip
“It’s best to review all your Blocking controls today to make sure your settings still reflect your current audience and brand guidelines.”
Key Dates to Remember
| Date | Action |
|---|---|
| May 15, 2025 | Category marked as “Deprecated”; new blocks using it no longer available |
| June 15, 2025 | All existing blocks using this category stop working |
Final Thoughts
As the digital advertising landscape evolves, staying informed and proactive about category changes like this is key. Whether you’re protecting children from unsuitable content or simply maintaining a clean, brand-safe space, updating your settings today will help you stay ahead tomorrow.
Questions or Comments?
Let us know how you’re planning to handle this change in your ad setup. We’d love to hear from you.
Hashtags:
#GoogleAds #AdBlocking #PublisherUpdate #VideoGameAds #DigitalMarketing #AdSenseTips #BrandSafety
