Google to lift ban on gambling apps
Operators able to apply for Play Store placings from the start of August
The tech giant sent an email to firms this week, seen by EGR, telling them about the change in policy, which is scheduled to start in early August.
Google wrote: “From beginning of August 2017, Google will accept applications for the distribution of gambling apps within the Play Store in the United Kingdom, France and the Republic of Ireland. At a later date, this policy change may be expanded to new regions and countries.”
Operators have been forced to distribute their apps via their own and third-party channels since 2010 making it harder for Android users to find them and more costly for operators to promote and maintain them.
Android holds nearly 50% market share across mobile devices in the UK.
“This is a huge opportunity for gaming operators to grow their Android app portfolio and user base,” said Andrew Daniels managing director of app development agency Degree 53.
“It gives firms a chance to invest more in the platform, improve UX and customer satisfaction and hopefully boost the LTV of Android users”.
It is still unclear whether affiliate apps will be allowed into the store, given they are likely not regulated, as specified by Google.
There will also be issues around how firms migrate customers from their existing self-distributed apps to the Play Store apps.