The world of online gambling has witnessed some critical changes since 1 March 2021, after the vital decision of Google to allow gambling apps in a new set of countries. They made it possible for operators in 15 more countries other than France, the United Kingdom, Brazil, and Ireland to add gambling apps to Google Play.
It’s a huge move for many gambling sites and players out of the above countries, who found themselves forced to download or distribute such applications straight from sites or third-party platforms. First of all, it resulted in countless inconveniences: people found it challenging to discover relevant mobile apps and made themselves potential targets for fraud and hacking attacks. Casino owners, on the other hand, had difficulties with promoting and managing sideloaded casino applications with fast payout.
Challenges and problems now absent from 19 countries in total. But what are the requirements for these countries to have their gambling products and fast payout casinos on Android marketplaces? And what should they should do to avoid penalties? Let’s find out together.
What Are The Basic Requirements for Gambling Operators
Currently, Google Play allows applications that facilitate or enable online gambling in a handful of countries. This is true as long as the operators complete the application process for casino apps sold on Google Play. Before that, developers should get acquainted with Google Play policies and follow all terms and conditions.
In addition, to be eligible to register an app at Google Play, an operator should be approved by the government, hold a credible license from renowned gambling authorities, and be regulated by the specific country’s laws.
Google Play allows only authorized and licensed gaming apps that feature the following types of online gambling products:
- Lotteries;
- Sports betting;
- Online casino games;
- Daily fantasy sports;
- Horse racing.
As for the requirements, eligible apps should meet the following criteria:
- The application should follow all the industry standards and applicable laws for each region.
- The operator should successfully finish the process of application to distribute the app on the marketplace.
- The developer should not provide a gambling product type that exceeds the scope of its license.
- The operator should possess a valid gambling license for each territory/state or country where the application is distributed.
- The app should prevent use and access from regions, countries, or states the developer-provided gaming license doesn’t cover.
- The app should not accept users who are under the legal age.
- The application on Google Play should be free to download and install.
- The app should not use Google Play In-App Billing nor be purchasable as a paid application.
- The app listing and the app itself should clearly show information about responsible gambling.
Last but not least, the app provided by the developer should possess an IARC or Adult Only (AO) rating.
Other Contests, Tournament Apps, and Real-Money Games
All other gambling products that don’t meet the above-mentioned requirements and are not included in exception cases are prohibited by Google Play. It doesn’t allow services or products that facilitate or enable players’ ability to bet, participate, or stake using real cash to acquire a reward of real-world monetary value. This also includes in-app items that can be purchased with money.
The list of apps covers the categories of lotteries, games, sports betting, and online casinos that accept money and provide cash rewards or other real-world value. The only exceptions, apps permitted under specific gamified loyalty app requirements.
Examples of Violations
Breaking the rules and facing unpleasant consequences is something every developer wants to avoid. Let’s take a look at some of the infractions operators can face when it comes to gambling apps on Google Play.
- Applications with navigational features and elements (e.g., WebViews, buttons, tabs, menu items, etc.) that contain a “call-to-action” encouraging users to bet, participate, or stake in real-money contests, games, or tournaments. Some examples include apps that invite people to “Register,” “Wager,” or “Compete” in a tournament for an opportunity to hit massive cash prizes.
- Online casino games that accept cash in exchange for a chance to win a monetary or physical reward.
- Applications that manage or accept bets, deposits, winnings, or in-app currencies to obtain or play for a monetary or physical prize.
If a casino operator makes one of these violations, it will not be able to launch its app on Google Play.
Requirements for Gambling Ads within Apps Distributed on Google Play
Google Play has a special policy for gambling ads as well. It only allows apps with ads that promote real-money games, gambling, tournaments, and contests if they meet the following requirements:
- Ads meet all local ad licensing conditions and industry standards applicable for all gambling-associated services and products promoted.
- The ad and the app should comply with all existing regulations for any region and country where displayed.
- Ads should not target people under the legal gambling age of 18.
- Gambling apps with ads not enrolled in the program Designed for Families.
- The ads should clearly feature useful information about responsible gambling within the app, on the landing page, or on the advertised product listing itself.
- The content of apps and ads should not promote or encourage gambling or engage in lotteries, real money games, or contests.
Only gambling applications and services that successfully meet all of these terms and requirements have a chance to include ads for their products.
