New App Store guidelines could prompt major overhaul of RMG casino apps

Apple has updated its App Store guidelines, ramping up its requirements for real money gaming (RMG) apps to be iOS native.

The tech giant has previously stipulated that new apps should have native features, rather than simply being ‘wrapper’ versions of mobile web, but this week extended that requirement to all apps.

Clause 4.7 also specified that HTML5 real money games have to be built into the app itself.

The tech giant’s updated terms state: “HTML5 games distributed in apps may not provide access to real money gaming, lotteries, or charitable donations, and may not support digital commerce.

“This functionality is only appropriate for code that’s embedded in the binary and can be reviewed by Apple.

Apple said the change would apply to all existing apps from September 3.

The update caused some confusion within the egaming industry, thanks to the wording and lack of specificity.

Andrew Daniels, the MD of app development firm Degree 53, described the change as a “doomsday” scenario, suggesting all apps containing HTML5 games would have to be rebuilt as native by the September 3 deadline, which would be essentially impossible for the majority of firms in the specified timeframe.

“If you’re bet365 you can probably hire a hundred developers and get this done, but most firms will struggle,” said Daniels. He highlighted BetBull and BetVictor as some of the only firms already with a fully native app.

Stuart Godfree, CEO and co-founder of mkodo, said operators have two choices; abandon their iOS apps entirely and move only to mobile web solutions, or move their products over to be either embedded or native; a huge task.

Godfree and Daniels also suggested the industry could try and lobby Apple to change the clause but said it was unlikely to be successful given Apple’s historical indifference to the sector, borne in part from the fact Apple makes almost no money from RMG apps.

Godfree said: “Abandoning the Store is going to be difficult because its one of the worlds largest advertising and distribution networks, and not being part of this is going to force great advertising spend to recoup for the lost natural discovery the App Store provides. Plus, customers are demanding and expecting their favourite betting, gaming, bingo app to be native and installed on their phone, not delivered over a web page.

“Alternatively operators may chose to use the app as a “launch vehicle” and launch applications outside of the app. Though this is not explicitly against Apples guidelines, interpretation is the key on how this could or should be implemented,” Godfree added. “We are still reviewing the full implications of what this means.”

However, Rob Smith, head of channels at Kindred Group, played down the impact on operators, especially those with separate apps for sport and casino.

“If ultimately enforced, RMG casino apps as they exist today will no longer be permitted in the App Store,” Smith said. “It’s not really new news though, more a confirmation of what we’ve worked out since the App Store began rejecting updates at the end of last year. We are already working to solve these issues and have been since Q4 18,” he added.

Smith said sports apps with sufficient native elements, like TouchID for instance, should be continue to be permitted by Apple, although Apple has been clear TouchID and things like push notifications alone would not be sufficient.

“The requirement is that they’re sufficiently ‘Appy’ in their feel and offer advantages to players over and above mobile web,” Smith said.

“That’s definitely the case with our sports app and we will continue to evolve it to stay ahead of what is likely to be a moving bar from Apple.”

The bigger concern could come around casino apps and combined apps, where it seems Apple will not permit HTML5 games that are bundled within an App.

“They might, but long term the more likely requirement will be that all games are built natively,” Smith said.

“Apple’s ultimate aim is to be able to approve apps that will not significantly change from the version they approve, hence the desire for them to be more native with reduced flexibility for operators to configure them differently post-approval.

“Either way, a new release process between suppliers and operators will be required and that in itself is a major challenge for the industry.  We are already working with key suppliers to work out exactly what form games need to take and what that release process will look like.

“If native games are ultimately required that will present a significant challenge for suppliers but some will move in that direction.”

According to Statcounter, around a quarter of European mobile devices run on iOS, with North America running closer to 50%.

Smith added: “Ultimately we want to be where our customers want to be and increasingly they are showing us they want to play through apps as well as mobile web.

“Clearly it will depend on which content we can put out through apps but I don’t see the trend changing. A significant and increasing number of customers will still want to play through apps and ultimately the industry will need to support that.”

For more details on App Store issues, read EGR Technology’s recent analysis on the subject.