Update: iGaming App Store Improvements Process
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Update: Apple to remove apps that haven’t been updated within the last three years
News has emerged that Apple is notifying developers that it will remove apps from the App Store that haven’t been 'updated within the last three years and fail to meet a minimal download threshold’. The minimum download threshold refers to apps that haven’t been downloaded at all or very few times during a rolling 12-month period. Apple is also giving more time to update apps, up to 90 days from the originally stated 30 days.
This comes shortly after Google’s recent announcement that its Play Store will begin to block downloads for outdated apps.
On Apple’s App Store Improvements page, the company has provided further clarity around the update: “We are implementing an ongoing process of evaluating apps, removing apps that no longer function as intended, don’t follow current review guidelines, or are outdated.”
These App Store clampdowns are intended to improve the user experience for App Store customers and developers. Some benefits include discoverability, security and privacy and, of course, improved user experiences.
What does this mean for iGaming?
When looking at the iGaming market in particular, players are looking for apps and games that they can be sure will function as they should, that have been optimised to fit their device’s screen and that are up to date with any recent Apple guidelines and security enhancements.
In the last 3 years Apple has introduced, various new guidelines related to gambling apps in order to improve user experience, the most recent being the 4.7 guidelines. We imagine that these guidelines will be considered with the new App Store Improvements process.
These updates could certainly make it more difficult for iGaming apps to get reinstated into the App Store, should they get removed based on the new improvements process.
Last summer mkodo’s Managing Director commented on Apple’s retrospective casino 4.7 guideline reviews stating “What Apple are now obviously saying is, ‘That’s true, we will review your app at the review process, but now we will retrospectively review your apps as well’.”
“That’s the biggie; it’s something we’ve never really seen from Apple before... It’s going to shake up the industry,” he concludes.
mkodo has over 12 years of expertise in App Store submissions within the iGaming industry, with well over 350 submissions and updates in total under our belt. We’ve worked with a number of clients on regular updates and ensuring their apps are compliant with Apples guidelines for online casino content.
If you’re unsure how to proceed based on the new stipulations from Apple, mkodo offers consultancy services where our team of experts will review your app and support with updates and how to become compliant - reach out to the team at info@mkodo.com
