Apple Updates App Store Policies to Allow Licensed Betting Apps in Brazil
The iOS manufacturer introduced changes to the App Store guidelines and allowed the distribution of apps that offer fixed-odds bets in Brazil. The updated policy came into force on Thursday (May 8). Only companies that possess a valid license from the Secretariat of Prizes and Betting of the Ministry of Finance (SPA–MF) can distribute fixed-odds betting applications in Brazil.
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This development is viewed as Apple’s response to the current regulation framework of the Brazilian gambling industry. Recent updates allowed legal sports betting and iGaming companies to launch services in Brazil.
The new approach demonstrates a positive reaction from the world-renowned platform towards the development of the regulated betting sector in Brazil.
Previously, iOS imposed stricter restrictions on gambling applications compared to other countries. This explains why many companies have focused on the implementation of mobile web platforms and PWAs instead of developing apps that could run under the iOS platform.
The update will allow operators to use official channels to distribute their gambling applications to Brazilian players. This solution would also create more opportunities for distinguishing between regulated companies and unlicensed operators.
What Developers Need to Do to Publish Applications
App Store operators impose a number of rules that licensed betting operators should follow to publish their applications. They need to comply with Apple’s guidelines during the App Review process to make sure that their applications are approved.
One of the main obligations from the side of developers is the submission of a new app version. In particular, according to Apple, developers should submit a new version instead of adding an update for the existing one. The reason is that changing information only in the App Review Information section does not imply any updates.
Another requirement concerns license information that operators need to add to their applications. In particular, licensed betting companies need to include this information along with App Review notes. Operators must also provide the company’s license from the SPA-MF as a document.
Apple recommends using a separate Notes field to include licensing details. Besides, they require uploading supporting documents in order to prove that operators have a permission to operate in Brazil.
Finally, all applications related to gambling should have an age limit set at 18+. Apple says that applications will receive this age rating automatically if developers choose Yes to the gambling-related option in the age rating questionnaire.
Apple also requires developers to use App Store Connect to submit a new application. In particular, developers need to add license information in the appropriate section, insert it in the Notes field, and upload necessary documents via the file attachment.
Consumers’ Safety and Compliance with Local Law
During the App Review process, all applications will undergo analysis concerning compliance with the legal standards related to consumer safety and gambling risks.
Apple urges betting companies to discuss possible solutions to ensure compliance with the existing regulatory framework with their legal consultants.
The decision to update App Store policies is another sign of international recognition of the Brazilian regulation framework. In recent months, many licensed operators, as well as industry leaders and regulators, have been discussing the importance of cooperation between platforms like Apple and betting regulations.
Impact of Policy Changes on the Betting Market in Brazil
These policy changes bring Brazil closer to Europe, where fixed-odds betting operators can distribute their applications. These changes can have a significant impact on operators’ commercial activity in Brazil. In particular, they can affect the acquisition strategy and user experience of licensed operators.
Mobile devices play a crucial role in accessing betting platforms, and users prefer to operate smartphones instead of personal computers. This explains why the availability of applications in the Brazilian market can positively influence the activity of betting operators. The availability of such options may increase user conversion rates and improve retention.
Native applications can also help operators optimize their CRM strategies by offering access to push notifications and other communication channels.
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Source: BNL Data
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