Degree 53, a business design and engineering company, has published a new’ UX Review’ providing advice on how operators with their current product portfolio should meet Apple’s native design standards.
Apple revised its App Store approval guidelines in June 2019 to impose restrictions on real-money games, imposing more stringent guidelines on clamping down non-native apps–a move that gave rise to much industry deliberation about Apple’s motivations surrounding the gambling market.
Degree 53 research team reviewed 10 of the UK’s leading sports betting applications against the new Apple Human Interface Guidelines to find out how likely they are to be accepted with the March deadline.
Degree 53, which publishes its report, aims to show how operators can develop their products for successful submission to the App Store.
Degree 53 indicates that while bet365, Coral, Ladbrokes and Unibet scored the highest scores in the industry (54-55/100), the apps reviewed received low overall ratings overall.
“None of the operators stood out,” it said. “Some of the common low-scoring areas were web-like functionality and a lack of a clear user journey. This is mainly due to all of these products being container apps (website wraparounds) that don’t fully support the native standards required by Apple.”
With Apple’s March 2020 deadline approaching, Degree 53 explains that betting product and development teams need to be as’ app-like as possible’ to provide a deeper user experience that is true to their platforms.
Ui issues such as not embedding HTML5 content in the app and redirecting consumers to external sites see Degree 53 highlight fears that betting apps may fail to meet Apple’s inbound March 2020 requirements.
Jade Daniels, Design Director at Degree 53, commented: “Apple has disrupted the online gambling industry by enforcing its design standards to real money gambling apps, giving very little time to operators to make any significant changes. It can take a large operator around a year to develop a native sportsbook app from scratch and requires a big investment.
“Many of our clients were in this situation, so we started looking into different solutions and studying Apple’s design guidelines to best meet their requirements. This report reflects our findings and recommendations on how to achieve this.
“While not many can afford to build a native sportsbook, making it as app-like as possible will increase the chances of approval. The common problem that operators have is that their apps are derived from their sportsbook websites, still using web features in navigation and UI or even opening content in a browser.
“Today, product owners need to adopt the mobile-first approach, which Apple is trying to enforce, as that’s how the majority of people engage with digital products. Online gambling is a huge industry and it’s time it caught up with retail, entertainment and travel to support mobile engagement and provide a great customer experience.”