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Google’s Play Store allows access to gambling apps in 15 more countries

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Google has boosted the Android mobile gambling market by allowing gambling, sports books and other related apps to appear on their Play Store. Gambling has moved online according to the BBC, and the latest announcement by Google supports this, with the number of countries permitting gambling applications on the Play Store increasing to 19. This change will include the US, with access previously only granted in four other countries; Brazil, France, Ireland, and the United Kingdom.

A statement confirmed these policy changes will come into effect from 1st March and that the 15 countries added will include Australia, Belgium, Canada, Colombia, Denmark, Finland, Germany, Japan, Mexico, New Zealand, Norway, Romania, Spain, Sweden, and the US but no detailed information for each state, who will set their own limitations accordingly. Google amended the policy to give developers the opportunity to release gambling related applications on the Play Store upon passing an application process first.

Screen process in place for prospective application developers wishing to release gambling related apps

The screening will check if the operators work in strict compliance with the relevant government gambling authorities, holding the correct licenses and work within the consumers’ best interests in mind. Every country has a different interpretation of what is legal in the mobile gambling industry. Though only some permit sportsbook betting, online casinos, lotteries and daily fantasy sports but with this change in policy, many new businesses will stand a chance to set up in what is an already very competitive market.

This is welcome news for those involved in the mobile gambling industry, especially for those working on Android focused applications who have long been behind their Apple counterparts. Apple already has made applications offering real-money gaming and lotteries available in the market for some time, something Google has yet to do.

Google encourages more developers to set up more sustainable business within the market

Google stated that the move to allow these types of applications in more Play Store countries was to encourage more developers to start a sustainable business. For the time being, however, Google has not allowed real-money gaming applications or video games, where players compete against each other in skills-based competitive games, which Apple

With more countries added to the Play Store list and more applications on offer, the mobile gambling market will continue to grow which will see an increase in revenue and social media following for these operators and developers involved. Developers will have to fine tune their digital marketing strategy in order to stay competitive with many businesses failing to survive the pandemic because of not focusing enough on finding new investment from sponsorship and stakeholders by using digital marketing and executing a solid plan correctly.

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