Up until relatively recently it was not possible to produce and market any apps (‘applications’) that involved gambling. The precise position was that apps must not contain or relate to pornography, hate speech, defamation or gambling.

However, that stance has since been softened with many bookmakers now having apps as part of their key product range. Customers can now download these apps and bet in the same way as if they were at a normal computer.

Apple revised one of the paragraphs in their app regulations to allow the development of betting apps as long as any application complied with the applicable laws that specified that the applicant was the sole sponsor and promoter of the app.

After Apple’s shift in stance it is clear that this form of gambling will contribute to a significant amount of betting turnover. Ladbrokes took more mobile than standard phone bets for a sporting event for the first time over the course of the 2010 World Cup.

The American market has not been exploited yet as it is illegal for US banks to process online gambling funds which negates any benefits of using an app. A favourable amendment to this law could make gambling apps a worldwide industry.

The most important factor for each app is ease of use. Online betting companies are making their apps very simple to operate. Navigating the different betting markets is uncomplicated and potential winnings are highlighted on screen.

Mobile applications are the next stage in the development of gambling. Smartphone betting takes  away the need to find a computer. This flexability appeals greatly to the target market. It is now possible to bet on a train, at a match or in a bar through a mobile phone.

Sports rights can become a key issue with regards the use of gambling apps. A bookmaker may get the excusive rights to show Premier League football as part of their gambling app. This next stage is for bookmakers to provide their mobile customers with the complete multimedia experience.

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