According to a report by online magazine B2B EGR, California-based search engine giant Google plans to expand its range of gambling apps in its own Google Play shop. After Google completely eliminated gambling apps from its range a few years ago, they are available again, at least in some countries. Now the subsidiary Alphabet Inc. wants to relax the rules for programming gambling apps.

The Google Play Store offering is likely to expand in the near future as numerous gambling apps will be added to the platform. 

Google and Apple are going their separate ways

Perhaps there is no greater competition in the online digital marketplace than between Google and Apple . The two major corporations are the most important engines of global digital growth. And both companies typically operate in the same markets. At least in one market, that would be the end of it. We're talking about gaming apps. Because while late last year Apple purged all the apps in its App Store and even removed apps that weren't necessarily gambling-related, Google is taking a very different approach. In the future, there should be significantly more gambling apps on the Play Store than there have been so far. To that end, the group wants to relax the rules that developers had to follow to be able to offer gaming apps on the Play Store.

"This includes online casinos, sports betting and lotteries, as well as games of skill that offer cash or tangible prizes."

It's not just Google recommendations that matter

A big obstacle for developers is that there are rules not only for app programming but also for specific content. For example, apps that openly advertise gambling are also considered gambling apps . The developer policy brief specifically outlines how gambling advertising is defined for apps offered on the Play Store. Internet gambling advertising is permitted subject to the following conditions:

Apps and advertising, including gambling advertising, must comply with all applicable laws and industry standards for each location where gambling advertising is shown.
Advertising must comply with applicable licensing requirements for all gambling-related products and services advertised.

Gambling advertisements may not be shown on the Application to persons known to be under 18 years of age.
The App may not participate in the programme on the portal https://casino-ohne-lizenz.net/freispiele-ohne-einzahlung/10-freispiele-ohne-einzahlung/.

Persons under 18 years of age must not belong to the main target group of the App.

The advertisement must contain information about responsible play in a prominent place on the landing page, in the listing of the advertised application itself or within the application itself.
An app advertising gambling must not be an imitation gambling game, that is, a recreational game that is not played for real money.

It is also important to remember that national laws must also be respected or that providers require a national gaming licence, which only a very few app developers have. This is the main reason why only three countries currently allow gambling apps on the Google Play shop. They are currently the UK, Ireland and France.

Google wants to beef up Android?

However, the fact that Google has decided to open its doors a little wider to gambling is unsurprising when you look at the last few years. Although the US company initially decided in 2010 not to offer any more commercial gambling apps for download on the Play Store, in 2017 it reversed that decision and made gambling apps available in accordance with the national laws of their respective countries. It seems a logical move that Google is now expanding its range even further, especially as the company should see an opportunity here to further expand its market share, especially in the mobile segment . Current figures show that gambling is becoming more mobile and is being consumed mainly on smartphones and tablets. In particular, Apple's withdrawal from the gaming applications field should now provide Google with an opportunity to increase its market share. In terms of mobile operating systems, Google's Android has already become the market leader in recent years. 

Read More  Is online sports betting legal in Germany?