Google lifts gambling app ban in 15 new countries including US
Search giant signals strategy shift as Google Play publishers gear up to launch real-money gaming apps in key markets
The online gambling industry has received a major boost after Google announced plans to more than triple the list of countries in which developers can publish real-money gambling apps.
Crucially, the global tech giant has added the high-growth US market and Canada to the list, which previously included Brazil, France, Ireland and the UK.
Google will also allow gambling apps to be developed for access on its Google Play service in European markets including Belgium, Germany, Spain, Sweden, Denmark, Norway, Romania and Finland.
International markets including Australia, Colombia, Japan, Mexico and New Zealand are also among those to be added to the list of permitted markets.
Apps will be permitted if the developer is licensed in the respective jurisdiction and prevents access to consumers outside the jurisdiction.
The apps must also only be accessible to those over 18 and not available as a paid app.
In addition to expanding the list of countries, Google has said it will allow apps that advertise gambling, or real-money games, contests and tournaments if they hit certain criteria.
These include meeting local licensing requirements, displaying responsible gambling information and not promoting or directing users to gambling or real-money games, lotteries or tournament services.
Examples of apps that would be banned under these requirements include simulated casino games, sports odds tracker apps and apps designed for underage users.
The tech giant has also imposed specific requirements for daily fantasy sports (DFS) apps, which are predominantly popular in the US.
“It’s an opportunity for them to reach wider audiences via its platform, but for Google to also ensure its users benefit from added security and quality products built to their standards,” Degree 53 MD Richard Wagstaff told EGR.
“Expanding the list of countries means a bigger opportunity to grow ad revenue if operators will be promoting their products too.
“With the addition of the 15 countries, there will be other countries where gambling is regulated wondering when they will get their opportunity to distribute Android apps via Google Play,” Wagstaff added.
According to data published by IDC in December, Android accounted for 84.8% of global smartphone shipments in 2020, with Apple’s iOS taking the remaining 15.2% share.
The research firm anticipates Android’s dominance will continue in the next few years, increasing slightly to 85.7% of total smartphone shipments (1.47 billion units) across the world by 2024.