Developer insight: Progressive web versus native application

The challenges in building a betting and gaming application for the long-term are intensifying. Tightening compliance requirements and tougher enforcement of app store guidelines are forcing developers to jump through more hoops than ever before when building an app for iOS and Android. The ever-evolving requirements have changed the status quo in how gambling firms deliver content, presenting the industry with an interesting dilemma: to rely on a cross-platform web-based strategy or take the plunge on going native.

When Apple stepped up the enforcement of its guidelines to reject non-native applications from its App Store and restrict distribution of HTML5 ‘real-money’ games, the industry was dealt a double blow. For those casinos that had built their apps as repackaged versions of Single Page Applications (SPAs) or Progressive Web Applications (PWAs), the updates required complete re-engineering of their product in order to pass Apple’s review process. Operators then needed to find a way to either embed content that had previously been sideloaded or build games into the native code to comply with the real-money game restrictions.

The guideline updates have had an interesting impact on how operators strategise app development.  Of those left scrambling to comply, many have recognised the benefit in aligning more closely with Apple’s way of working in order to maintain their position in the promotion engine that is the App Store. However, having avoided the mammoth compliance headache and re-engineering effort, there is also a feeling of vindication among the handful of operators that have historically opted to avoid the app store and rely solely on PWAs.

But does that make a web-based strategy more viable? A PWA is at its core a website that is designed to look and feel like an app for better engagement. The benefits are wide ranging, with users able to install web applications to their home screen and even receive push notifications on Android devices. They also work offline using cached data, giving users the ability to access information without being connected to the internet. Built with modern JavaScript frameworks, PWAs are written with a single, responsive code that works across operating systems, meaning businesses save considerable amounts in development and maintenance costs. There is also significant advantage in developing a PWA in markets where internet connectivity and smartphone penetration is limited as the apps are built to react intelligently to low processing power and poor network connection.

The trade off

Despite the list of pros, deciding whether a PWA strategy is right for your business needs careful consideration of your target market and user base, as well as the features required to provide the best user experience. In comparison to a responsive website, PWAs win every time because they offer improved functionality and result in greater user retention. They are more reliable, respond quickly to interactions and give users a more immersive and engaging experience. However, the comparison with native applications is not as straightforward.

Although the cross-platform functionality of PWAs provides greater cost efficiency and gains in speed to market, the user experience is limited due to the scope of features supported. Progressive applications do not have access to key functions such as a device’s Near Field Communication, camera or geofencing components, for example, and not all devices support the full range of features available. PWAs are also subject to background service limitations for mobile because of drainage issues in the device’s storage, data and power, while speed and responsiveness are far greater with native.

Then there is the issue of security. Without access to FaceID and biometric authentication capabilities, PWAs are likely to be less secure than a native counterpart unless they have solid browser-to-server encryption – a prominent point considering the mounting regulatory pressures on gambling firms around player protection. Native applications, meanwhile, can build-in multi-factor authentication to add an extra layer of security both for the user and the operator.  Another consideration here is a PWA does not provide the features “baked in” to a touchscreen device such as sight or hand control that are critical to accessibility.

The discoverability factor should also not be overlooked. A progressive web app will provide visibility through web search SEO, but the increase in traffic and brand exposure gained through featuring in the App Store is comparably higher. Given the strict approval and review processes of Apple and Android, native applications also gain a pseudo-certification that increases user trust in your business.

Ultimately, it comes down to time and budget constraints. The real benefit of a PWA strategy lies in the speed and cost efficiency of bringing an app to market. For a start-up looking to launch a minimum viable product, or a small business that can’t afford to build a native application, a progressive web app provides a quick and cost-efficient option. However, for those with the time and money to invest, native applications provide much more room to create a product that not only delivers enhanced engagement, but also allows you to differentiate from the competition through a feature-rich, secure user experience.

Stuart Godfree has worked in the wireless solutions industry since 1997; the app development space since 2003 (Symbian) and with Apple and Android technologies since 2008 and 2010 respectively. He co-founded mkodo in 2001 to build innovative and engaging mobile solutions, both of high quality and user-centric in nature.