Apple permits UK in-app gambling ads

Apple is accepting in-app gambling advertisements for the first time in the UK following a relaxation of its stance on real-money gambling ads.

The technology firm had previously banned gambling companies from advertising through its iAd mobile advertising platform, but this policy will be relaxed throughout 2014.

In-app advertising is a potentially huge new audience for egaming operators and Bwin.party has been one of the first companies to take advantage of the relaxed policy and started to advertise on the platform last weekend.

A bwin.party spokesperson confirmed the launch as part of a test campaign that will be reviewed before the company commits to the platform long-term.

Apple uses a bidded cost-per-click system to run advertising campaigns, in which companies can outbid each other for coverage by offering a higher sum per click up to a marketing sum pre-set by the advertiser.

The policy relaxation follows last year’s review guideline amendments made to clear the distinction between gambling and social gaming apps, blocking all apps from accepting in-app purchases to offer players credit or currency to be used in real-money gaming.

Apple could not be reached for comment when contacted for this story.