Google Play to accept gambling apps from next month

12 July 2017

Gambling apps are set to become available through Google Play in the UK and some other markets later this year.

The marketplace that serves millions of Android users worldwide is to end its restrictions in the UK, France and Ireland according to an email sent out to gambling operators.

Previously, gaming sites have only been able to offer their mobile app via their own or third-party channels.

That has been restrictive for gambling operators, who, in an era of mobile growth, have not been able to promote their services through the main download platform for Android, which holds nearly 50 per cent market share across handheld devices in the UK.

The Google Play correspondence was reported by UK-based tech company Degree 53, which provides app development services to companies such as BetFred.

According to Andrew Daniels, Degree53’s managing director, Google said: “From the beginning of August 2017, Google will accept applications for the distribution of gambling apps within the Play store in the UK, France and the Republic of Ireland. At a later date, this policy change may be expanded to new regions and countries.“

Daniels added: “Upon submission, developers will be required to provide documentation for the apps, including licences for the countries they’re looking to target. This process will likely be similar to Apple’s, taking slightly longer to approve to make sure everything is done correctly and legally.

"This is a huge opportunity for gaming operators to grow their Android app portfolio and user base.”

At present Google Play's terms and conditions still says: "We don’t allow content or services that facilitate online gambling, including but not limited to, online casinos, sports betting, lotteries, or games of skill that offer prizes of cash or other value."

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