This summer, Google signaled the start of a significant change for the online casino and gaming industry in the U.K. and Europe, as it finally relaxed its rules on the distribution of gaming apps that allow users to play for and with real money. This was indeed a game-changer.
Previously, the multinational tech giant prohibited the distribution of real money apps, which required gamers to place cash deposits and win cash prizes in the games. As a result, online casino operators were only able to distribute apps for the Android OS on their own websites or other third-party channels. This created numerous challenges for the operators, as not only was it costlier to promote and maintain their apps, but it was also harder for potential customers using the Android platform to find those apps and games. Consequently, many operators chose to focus mainly on developing iOS mobile initiatives since it was much easier to host apps on Apple’s App Store. They underinvested in Android apps, and in some cases, developed and distributed apps of an inferior quality to Android customers. Now that these rules have been relaxed, Google is bringing Android distribution in the casino industry more in-line with that available for games on iOS.
For the time being, only those operators with apps in the U.K., Ireland, and France have been granted access to distribute apps in their own branded Play stores since Google has chosen to implement this change with an initial restriction. However, the casino industry expects this to expand to other countries in due course. However, all reputable casino and money-gaming operators in these approved areas are eligible to submit their own apps, provided that they comply with each country’s application laws and regulations and hold a relevant license to operate in that industry. In order to secure approval, the gaming apps must not have integrated Google payment services such as Google Play In-app Billing.
PokerStars was one of those casino platforms to see its real money apps go live in the U.K. store for the first time. The brand contacted their U.K. customers at the beginning of August and informed them that their casino app and poker app were both live in the store for download on the Android OS. Previously, customers of this global poker platform could only download Android apps directly from the PokerStars and PokerStars Casino websites. Although the platform has consistently developed both iOS and Android products of the same quality, this change will no doubt have a positive impact on its Android user base. In recent weeks, a number of other reputable casino and online gaming operators have followed suit, releasing various real money slots, sports betting and casino games into the store.
This change is likely to increase gaming operators’ Android app development and distribution initiatives, particularly since it provides them with a simpler and more cost-effective way to reach Android users. In Europe alone, Android purchases had surged during the first quarter of 2017 and the operating system owned over 70% of the mobile market, a customer base that until now has been difficult for the likes of PokerStars and their competitors to reach. Potentially this could be the start of new Android initiatives for casino and gaming operators, which will move towards a shift in the quality of functionality and improved overall user experience.
