Analysis: Apple's changes hit casual games firms hardest
Casual gaming companies to feel brunt of App Store guideline changes as Apple looks to block "gateway" gambling apps
Changes to Apple’s App Store review guidelines have been welcomed by the online gambling industry as a means of removing confusion between casual and gambling apps in the growing mobile gaming sector.
The new App Store review guidelines block egaming operators from accepting in-app purchases to offer players credit or currency to be used in conjunction with real money gaming, and dictated that all gambling apps must be free to download.
PKR president Jez San praised Apple’s move, citing there to be a number of betting companies operating in countries they are not licenced to through the app store.
“It’s a great leveller,” said San. “It can only be a good thing for operators like us who only operate in countries they’re licenced in.”
High 5 Games CEO Anthony Singer applauded Apple’s “smart move”. “I believe a social product should definitely not be considered a gambling product and making that line very defined is very important,” he said.
Paddy Power product manager Jamie Reeve said it would be casual games companies looking to tie in with real money operators that would feel the real brunt of Apple’s new stance.
“There have been a few news stories where social casino games were alleged to be gateway apps to real money gambling. This would help to close that loophole and ensure that the two app types are kept separate,” he said.
A number of operators have reported huge growth in mobile platforms recently, demonstrating the platform’s potential for egaming operators.
Rank Group witnessed 168% growth of its mobile platforms in the year ended 31 June 2013, while Ladbrokes and William Hill recorded year-on-year growth rates of 40.8% and 198% respectively.