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Thursday, August 3rd, 2017 | Written by April BergmanGoogle plans to relax its rules against real-money gambling apps in the Play Store for the United Kingdom, France, and Ireland. Google’s Play Store ban on real money gaming apps remains in place for other countries.
Even under the new policy, new gambling apps will face a strict application process. Though the policies Google has imposed are restrictive, the decision to allow gambling in the Play Store is a monumental decision for the online gambling industry — for the game designers savvy and forward-thinking enough to take advantage of the new policies.
Application designers and players interested in smartphone gambling apps should review the content policy page for a preview of the process.
Google Allows Real-Money Gambling Apps
To have one’s app in the Play Store, developers will have to prove they have a valid gambling license for the country or countries in which they plan to distribute the app. That means the gaming apps developer needs a full gaming license in either the UK, France, or Ireland — or all three, if you want to be in each room.
The betting app needs to meet industry standards, while also complying with local laws. This includes robust age verification software to restrict underage gamblers. Industry standards also include state-of-the-art geolocation technology, to prevent gamblers in other territories from accessing real money games through the app.
No Gambling with Play Store Credits
Google includes a total restriction on Google payment services, to avoid entanglements with national regulators. That means players will not be able to gamble using Play Store credit through IAPs.
Also, the real money gambling apps must be free to download. Online gaming operators want to encourage signups, so that restriction should be of little concern to the gaming sites themselves, though it might discourage some app designers.
Google Requires Responsible Gaming Practices
Finally, qualifying apps need to follow responsible gaming practices. That means the “lobby” of such online casino apps and mobile poker apps need to display prominent information about responsible gambling.
Presumably, that would include helpline and hotline information. It is unknown if that includes information on self-exclusion lists or the controversial “panic button” technology that UK gambling sites dislike so much.
Gambling Advertisements on Play Store Apps
One good sign for online gaming operators is the announcement Google is softening its longstanding “No” policy on gambling-related advertisements in other Play Store apps. While the gaming ads are going to have to comply with licensing requirements and local industry standards, it sounds like gaming operators will be able to advertise on non-gaming apps in the Play Store.
Google Play Real Online Casino Games Real Money
If so, that should be a boon for gambling operators willing to spend cash to advertise on Google’s related devices. Those same advertisers should practice caution, because overstepping the boundaries or over-saturating the ad market has caused a reaction in other arenas — in-play betting in Australia and daily fantasy sports in the United States comes to mind. Invasive adverts likely will poison the well, if Google gets too many complaints from Play Store customers.
No Ads for Under-18 Play Store Users
The most restrictive policy is one which bans gambling ads for Play Store customers under the age of 18. With that kind of policy in place, any apps which do not have an age restriction would not be allowed to have gambling advertisements. If even one underage youth can see the commercial, the gaming app would not qualify for real money gambling ads.
The same applies to simulated gambling apps. If an underage gamer is playing in a simulated casino on a social gaming site, then that app would not carry real money gambling ads. Responsible gaming information applies to this section of the Play Store crowd, too.
Casino Games Google Play
Google has loosened its policies on gambling apps, no doubt, and the enterprising gaming app designers and marketers should prosper from it. Google intends to hold a close control on this new product type in the Play Store, so many designers and gaming companies likely will fail to take advantage of the policy. This is a huge win for mobile smartphone gamblers in the United Kingdom, France, and Ireland.
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