Poll: Will Google’s decision to allow gambling apps in the Play Store prove an industry game-changer?

After a seven-year hiatus, operators received an email from Google last week informing them of the tech giant’s decision to permit the launch of gambling apps in the Play Store.

Google plans to kick off the implementation process from next month, when it will start to accept applications from operators in the UK, France and Ireland.

The email, seen by EGR Intel, also states that the policy change may be expanded to new markets in the future.

The announcement has so far been met with a rather mixed response from a number of people in the industry EGR Intel has spoken to.

Google told operators last week it would permit gambling apps from August. Credit: Google

Some experts, including Andrew Daniels of app development agency Degree 53, believe Google’s decision to open up the App Store to gambling apps could provide enticing opportunities for operators.

“This is a huge opportunity for gaming operators to grow their Android app portfolio and user base,” Daniels said.

“It gives firms a chance to invest more in the platform, improve UX and customer satisfaction and hopefully boost the LTV of Android users”.

However, given that most operators already distribute Android apps via their own and third-party channels, some will claim the impact on the industry will be somewhat negligible, with more cannibalisation than incremental revenue gains.

With this in mind, this week we ask if Google’s decision to allow gambling apps into the Play Store will prove a game-changer.

Have your say here.