Global Tech giant Google is reported to be changing its ‘Google Play’ merchant policy allowing for gambling/betting apps to be introduced into its Android mobile systems’ store.
The decision to change policy will allow gambling-related apps to be downloaded in the UK and other licensed European markets through the Google Play store for the first time in seven years.
To date, Google has restricted gambling mobile app downloads, with users having to individually install applications without the aid of Google Play functionalities.
The company implemented the restrictions due to legal concerns that its Android systems could not fulfil appropriate age verifications for gambling/betting app downloads.
Google is reported to have sent an email to betting related companies, confirming its decision to suspend the policy. Google Play has asked for betting operators to resubmit applications for apps to be listed, as well as individual country licenses.
Google UK expects its merchant policy on gambling apps to be lifted by August 2017. At present Android systems hold a reported 50% of UK market share with regards to handheld devices.