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Google Play store now open for casino apps in UK

For: Windows Phone
 
Developers Corner submission by Developers Corner
Google Play store now open for casino apps in UK

Google relaxed its restrictions on gambling apps at the start of August, and the gaming industry has been excited ever since. Now valid holders of a UK Gambling Commission licence can apply to have their app available for download on the Android platform to users in the UK. So far, Bet365 is the only established operator that has released a casino and sportsbook app on the Play Store, but there is likely to be a rush in the coming months, as gaming companies seek to take advantage of the traditionally busy Christmas season.

It will be fascinating to see whether casino affiliates are also tempted to apply for UKGC licences so they can publish their own apps on the Play Store. Affiliates such as John Slots have never needed to apply in the past, as their success in the organic search segment meant that they had little need to use Google’s AdWords. The closed ecosystem of Android apps is a different story of course, and it might make good business sense for affiliates to develop casino comparison apps. Trivago has had huge success with their hotel comparison app, so casino affiliates might give it a go.

Another interesting side story to Google’s announcement was a relaxation on gambling related adverts in Play Store apps. The gambling industry has deep pockets when it comes to advertising, and we are likely to see a lot of investment in this area in the coming months. The adverts will only be allowed to run on apps with a PEGI 18 restriction, so we see this as a money spinner for adult apps such as Tinder. In fact, we can see renewed interest in developing adult apps, if developers can rely on a steady stream of gambling adverts to fund the free versions.

DISCLAIMER: This article has been submitted via the PG Business Network and does not represent the views of Pocket Gamer.

Published on 4 October
 
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