How UK Betting Can Boom with Google Play
Posted by Harry Kane on Sunday, July 23, 2017
There is no doubt that Britain is at the heart of growth in the global gaming market, thanks largely to its progressive regulatory measures and access to advanced technology.
Even as the market continues to boom, however, there is always room for further growth and improvement in the future. To this end, UK betting and casino providers are set to receive a considerable boost in August, with Google Play set to relax its policy on gambling content and offer far greater distribution for iGaming operators across the UK.
So why have Google changed their approach, and how will the new policy empower the UK betting industry to thrive?
Why Have Google Changed Their Stance?
Google is renowned for its rigid regulations and attention to detail when it comes to content, and its Play Store is no exception to this. As a result of this, existing content guidelines stipulate that any mobile apps which facilitate gambling or actively promote this practice are restricted, and in most instances banned completely. This includes casino and sports betting apps, and any platforms that offer games of chance and cash prizes for lucky participants. The regulation is detailed and far-reaching, and it has at least partially capped the potential growth of virtual gambling in the UK.
As we have entered a new era of online gambling, however, the popular and lucrative nature of the UK market has become impossible to ignore. Its appeal has also transcended traditional gambling channels, having entered the consumer mainstream and diversified the typical gamer demographics. Now worth an estimated £36 billion and capable of reaching a diverse range of customer segments in Britain, the industry is peaking and as of August 1st Google will begin to accept applications for the distribution of gambling apps from within the Play Store.
How Will This Impact the Marketplace?
This will apply in the UK, France and the Republic of Ireland, and it is hard to accurately convey the opportunities that will subsequently be available to iGaming operators. To begin with, Google Play continues to grow at a faster rate than the iOS-based app store, with an estimated three million apps now available through this channel. The relaxed regulations will also enable operators to access a huge, third-party distribution resource, rather than solely relying on their own networks and limited channels.
Access to the Google Play Store also ensures that operators can maximise their distribution efforts, particularly with Apple’s iOS platform already allowing the publication and sharing of gambling content. In short, it will afford operators access to approximately 20 million British customers through Google Play, while this number will increase further when you consider the size of the Irish and French markets.
The Relentless Rise of the UK Gambling Market
As if this was not enough, the Google Play Store also offers brands access to new customers who may not be familiar with gambling apps or virtual casinos. This creates the potential for operators to increase their consumer bases even further, particularly with an increased investment into the platform and a higher marketing spend.
All-in-all, this is yet another piece of good news for UK punters and gambling operators, as the industry takes yet another step towards becoming a permanent fixture in the consumer mainstream.