Structured Data for Casino Games and Game Providers

What Google offers for game pages

Google's structured data gallery has no feature for casino or slot games. That changes the goal. Markup on a game page cannot win a special result; it can describe the page so that systems understand which game it is, who made it and where it sits on the site. Keep it small and true.

The entities on a game page

{
  "@context": "https://schema.org",
  "@graph": [
    {
      "@type": "Organization",
      "@id": "https://hollowmere.example/#org",
      "name": "Hollowmere Studios",
      "url": "https://hollowmere.example/",
      "logo": "https://hollowmere.example/brand/logo.png"
    },
    {
      "@type": "Game",
      "@id": "https://verdantcrown.example/slots/lantern-reels/#game",
      "name": "Lantern Reels",
      "url": "https://verdantcrown.example/slots/lantern-reels/",
      "publisher": {
        "@id": "https://hollowmere.example/#org"
      },
      "genre": "Slot game"
    },
    {
      "@type": "WebPage",
      "@id": "https://verdantcrown.example/slots/lantern-reels/#page",
      "url": "https://verdantcrown.example/slots/lantern-reels/",
      "name": "Lantern Reels",
      "mainEntity": {
        "@id": "https://verdantcrown.example/slots/lantern-reels/#game"
      }
    }
  ]
}

Schema.org also defines VideoGame, a subtype of both Game and SoftwareApplication. It suits titles that are downloadable or standalone software products. For a casino game delivered inside an operator's lobby, Game is the plainer and more accurate choice.

What stays in the visible text

• Return to player. There is no Schema.org property for RTP. Show it in the rules panel with its source, usually the studio's game sheet for that market's version.
• Rules and features. Paylines, volatility labels and bonus features belong in the page content. Do not encode them as ratings.
• Availability. Whether a game can be played in a market depends on the operator's license and the game's certification there. State it in text, and keep the page out of markets where it is not offered.
• Demo play. If a free demo exists, say so in text. Do not describe it as an Offer with a price of zero.

Studios as entities

A studio supplies many operators, so its entity appears on many sites. Describe it the same way everywhere: its brand name, its own home page as url, and sameAs only for profiles the studio controls. The studio's own site owns its @id; operator sites refer to it. The identifier guide explains why.

Collections and lobbies

A lobby or category page, such as "Slots" or "New games", is a CollectionPage. An ItemList of the games on the page is optional. If you add one, list only the games visible on that page, in the order shown, and keep it in step with filters and pagination.

Game reviews

Game is one of the item types Google lists for review snippets. A publisher's review of a game can use Review markup, with the rules in the review research: a real author, a visible rating and disclosure of any commercial link with the operator or studio. A casino rating the games in its own lobby has an obvious interest; disclose it, and do not mark up player ratings you cannot show.

Market limits

In Australia, online casino-style games are a prohibited service under the Interactive Gambling Act, so Australian editions should carry no casino game pages at all. In Great Britain, Ontario and the US states that license online casino games, show only titles the operator offers there.

Sources

How SchemaReel chooses, reads and dates its sources is set out on the data sources page.

1. Google Search Central, Review snippet structured data (supported item types include Game), last updated September 8, 2026.
2. Google Search Central, General structured data guidelines, last updated July 10, 2026.
3. Australian Government, Protecting Australians from illegal online gambling services, August 2017.