Google unlikely to follow Apple’s ‘native-only’ restrictions

Google is unlikely to copy Apple’s clampdown on non-native gambling apps, EGR understands.

Apple last week caused a stir in the industry with new guidelines that seem to require operators to go entirely iOS native with apps rather than permitting a wrapper for an HTML5 product.

The move will force many operators to try and build a native app in the three months before the 3 September deadline, something Regulus Partners described as “mission-critical, but likely beyond the capabilities of many operators and suppliers”.

However in something of a reprieve for firms, Google has no plans to impose similar restrictions, EGR understands.

A source at the online search and technology giant said it had no plans to adjust its current approach, although that could change over time.

Google currently only allows gambling apps in the UK, Ireland and France.

The source said the business is looking at how it can take gambling apps in new markets but that could also “take some time”.

In the UK around 51% of mobile devices are on iOS according to Device Atlas, with 48% on Android.

It’s a similar split in Sweden, while continental European markets like Italy and Spain have a much higher Android usage at around 73%.

In most markets, mobile now accounts for more than 70% of revenue and nearly all new sign-ups.