Latest News

Glacial Pace of Change: Web Notifications Coming Soon to Apple Devices?

Published

4 years ago

July 6, 2022

Reading Time: 4 minutes

Apple’s dragging its feet in response to Anti-Trust Pressure; Bob Lawson, Optimove’s Director of Mobile offering, looks at what that actually means

Operators and mobile app developers love Apple’s App Store. Specifically, those who have a high percentage of their players on iPhones. They love the reach the stores give them to acquire new players.

Operators and mobile app developers dislike Apple’s App Store. They are tired of the hoops they need to jump through to get their app listed. Not to mention Apple’s 13,000-word “guidelines,” which include restrictions for types of apps they will accept, and where, AND the slice that the App Stores take on every dollar spent through the app, kicking a big hole in potential revenue operators can earn from their players.

It’s fair to say operators and mobile app developers alike have a love-hate relationship with the App Stores and Apple in particular.

Recently Apple has come under increasing pressure from Anti-Competition lobbyists to offer other ways for users to utilize their apps on iPhones. But a business with over 745 million software subscribers, grossing over $70bn in direct app revenue a year, isn’t going to give that up easily. Add to this their slowing revenue from hardware sales, and some commentators see Apple increasingly as a software company rather than a vendor of high-end devices. What are we to make of these somewhat conflicting messages? Consider the following:

Apple is under pressure from antitrust regulators to show opportunities for companies that don’t, or can’t, have apps in the App Store. The ruling from their very public lawsuit with Epic Games in the US, and the EU ruling in favor of Spotify, also means that Apple needs to show tangible proof that the Apple ecosystem isn’t closed to competition.
Apple is doing everything it can to hold onto its dominant position while appearing to listen to software makers’ concerns. They continue to make only minor tweaks to App Store terms in response to class actions and slowly introduce small, frequent changes. Those Changes make it very difficult for developers to stay on top of what would make Apple block their new app listing.

So how do the recent announcements at the June 22 WWDC event give us a clue to Apple’s response to pressures? First, it continues to show Apple’s strategy for the glacial pace of change.

Apple has for years been reluctant, to say the least to allow applications other than approved apps on its store, accessing phone and browser functionality. Push notifications, for example, have been possible on Apple mobile apps since June 17, 2009. Just 11 months after it introduced the App Store in July 2008. They have always seen the Apple Push Notifications service (APNs) as a critical part of the iPhone experience.

And in the meantime, next door, Google has allowed much more extensive options for delivering notifications on Android devices. For example, since 2013, it has been possible to deliver notifications on an Android phone to users who don’t have the mobile app installed but have subscribed for notifications from a mobile responsive website or progressive web app (PWA).

But there’s a big difference here and it is that neither websites nor PWAs are downloaded from the Google Play Store, so they aren’t governed by the submission rules or delivering a revenue cut for the Play Store.

Apple’s resistance to following Google’s lead could easily be seen as an attempt to restrict the popularity of Web-Based Applications over mobile apps published through its stores. After all, in the past it did follow Google’s lead when it first introduced notifications to mobile apps published through the Google Play Store.
Apple argues that it’s about maximizing users’ customer experience, but increasingly it has been seen as anti-competitive. It’s strongly suspected that the recent announcement at WWDC 22 to introduce web push notifications to Apple devices is a way to demonstrate that they have no platform bias. They will soon introduce web notifications to browsers running on mobile devices, closing the gap between Mobile Apps and Web Apps.
The technology has been available as a developer test build for months. At their developer conferences, Apple often announces features well into the future to get their community excited about what’s to come. Rarely do they announce something that will be available up to a year later. So why announce now, and why so far in advance?
Antitrust pressure may have led to the announcement this year. And maybe, just maybe, by kicking the can down the road, the heat will come off. They have built it, but will they come? Only time will tell.

What does this mean for the industry?

Marketing automation tolls will relish the prospect of allowing more freedom around mobile devices. CRM Marketing Platforms have many customers who don’t, and won’t, have apps in the store for one reason or another. So being able to offer an experience that is on a par with that of a Native Mobile app is a compelling idea. The power of push notifications to re-engage with lapsed players and send reminders to Apple users, as has been possible with Android, is undoubtedly a good thing.

Is Apple ready to truly embrace customer experience across mobile and web applications? It’s anyone’s guess, well anyone not named Tim Cook, anyway. We’ll be watching this space closely over the coming months.

Bob Lawson is Director of Mobile Offerings at Optimove. He joined Optimove early in 2022, when it acquired Kumulos, the company he co-founded. Kumulos was a market-leading Mobile and Web Messaging Platform serving a broad range of industries. Bob has spent more than 18 years in technology, particularly Mobile MarTech. He has held commercially facing roles in start-ups, scale-ups, and large enterprise businesses, particularly in Mobile Technology. Before working in the Tech space, he spent 15 years in Financial Services, most recently as Marketing Director of one of Europe’s largest Fund Management Companies.

content strategy

DuelBits says UFC creator campaign delivers 122m verified video views

Published

2 hours ago

July 16, 2026

Wladimir P.

duelbits-says-ufc-creator-campaign-delivers-122m-verified-video-views

DuelBits has published results from its JUSTIN2026 marketing campaign, saying the UFC-focused activation generated more than 122 million verified video views and contributed to one of the company’s strongest MMA betting events “in recent years.”

The crypto sportsbook and casino operator said the campaign launched ahead of UFC event Freedom 250 at the White House and centred on former UFC lightweight champion Justin Gaethje. DuelBits framed the partnership as an early bet on Gaethje, before broader commercial interest.

According to the company, the campaign set a KPI to exceed 100 million impressions across owned, paid and partnered media, and ultimately delivered more than 122 million verified clip views via a network of more than 140 creators. The asset mix included a hero film, six short-form cutdowns, behind-the-scenes content and still imagery, distributed via DuelBits’ social channels, MMA publishers, creator partnerships and clipping pages.

DuelBits said the hero content was also integrated into Gaethje’s “Art of Violence” YouTube series. The operator added that the activation drove promotional code engagement and helped convert attention into sportsbook activity.

Jasper Hoekert, Chief Marketing Officer at Duelbits, said: “We wanted to support Justin before everyone else recognised the opportunity. Instead of following the hype once he has already achieved greatness, we wanted to back a champion before anybody else did.

“The campaign wasn’t measured purely on views. Of course, surpassing 122 million verified views and exceeding our 100 million KPI was a huge achievement, but the real success was seeing that attention convert into one of our strongest UFC betting nights in recent years.

“It also reinforced something that’s key to DuelBits as a brand, which is that we don’t do small campaigns. Whether it’s the production quality, creator network, or distribution strategy, we want every activation to show what’s possible when sportsbook marketing is treated like premium entertainment.”

The post DuelBits says UFC creator campaign delivers 122m verified video views appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

iGaming

Slotegrator now provides native app experience for iGaming platforms with PWA function

Published

3 hours ago

July 16, 2026

Wladimir P.

slotegrator-now-provides-native-app-experience-for-igaming-platforms-with-pwa-function

Slotegrator’s platform solution now offers progressive web app (PWA) functionality, enabling operators to provide installable casino apps with push notifications, flexible branding, and seamless access across changing domains.

The Casino Builder module in Slotegator’s platform solution has been upgraded with a Progressive Web Application (PWA) feature that allows casinos to deliver an app-like experience without relying on the App Store or Google Play.

Native apps are powerful tools for building customer loyalty and enhancing engagement. However, iGaming brands face serious obstacles, such as strict marketplace policies, long review processes, geographic restrictions, and the constant threat of app removal. Slotegrator’s PWA functionality eliminates these barriers, allowing players to install a casino app directly from their browser and enjoy many of the same benefits as a native app.

After installation, the PWA opens from the user’s home screen, loads fast, and supports push notification integration that enhances player engagement and retention.

“Mobile is still the leading channel for user acquisition and retention; however, it’s difficult to distribute native apps in iGaming,” says Olga Ivanchik, COO at Slotegrator. “Our new PWA feature gives operators an alternative that will be familiar to their players, while eliminating the complications related to conventional app stores. Operators can launch quickly, retain full control over updates, and ensure a perfect mobile gaming experience for any market.”

Within the next 2 months, operators will also have the ability to determine when the PWA install bar will be visible to the player. For example, displaying the install bar immediately after the first deposit, as part of a broader retention strategy, helps drive long-term player LTV. The operator can also set up frequency of the install offer — daily, weekly, just once, etc.

Some operators have to consider UX for multiple frontends. Luckily, the installation widgets are highly flexible, helping them drive maximum conversion without sacrificing user experience. Operators can select a top bar or a top banner installation widget, both of which are fully customizable with branded icons, messaging, and backgrounds.

Operators can limit the visibility of their installation campaigns to specific devices — desktop, mobile, Android, or iOS — thanks to special targeting options. Operators can also design acquisition strategies specific to each platform, driving installs only where they offer the best user experience.

When players install the PWA, operators can connect it to push notification services, so they can re-engage them even when the application isn’t actively open.

Mirror domain compatibility addresses a common operational challenge in restricted markets. If an operator has to change domains due to licensing or regulatory requirements, players who have already installed the PWA will be able to continue using it without reinstallation.

Unlike native applications, PWAs don’t require App Store or Google Play approval, effectively eliminating possible delays and the risk of removal from the market. Instead, operators can deploy updates instantly to every user.

The new PWA functionality is now available in Slotegrator’s Casino Builder module, alongside other tools for improving mobile acquisition, engagement, and player retention.

ABOUT THE COMPANY

Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.

The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.

The company works with licensed game developers and offers a vast portfolio of casino content: slots, live casino games, poker, virtual sports, table games, lotteries, casual games, and data feeds for betting.

Slotegrator also provides consulting services in gambling license acquisition and business incorporation.

The post Slotegrator now provides native app experience for iGaming platforms with PWA function appeared first on EE Gaming | Global iGaming & Tech Intelligence Hub.

iGaming

Slotegrator now provides native app experience for iGaming platforms with PWA function

Published

3 hours ago

July 16, 2026

GamingAmericas.com

After installation, the PWA opens from the user’s home screen, loads fast, and supports push notification integration that enhances player engagement and retention.

When players install the PWA, operators can connect it to push notification services, so they can re-engage them even when the application isn’t actively open.

The new PWA functionality is now available in Slotegrator’s Casino Builder module, alongside other tools for improving mobile acquisition, engagement, and player retention.

ABOUT THE COMPANY

Since 2012, Slotegrator has been one of the iGaming industry’s leading software and business solution providers for online casino and sportsbook operators.

The company’s main focus is software development and support for online casino platforms, as well as the integration of game content and payment systems.

Slotegrator also provides consulting services in gambling license acquisition and business incorporation.

The post Slotegrator now provides native app experience for iGaming platforms with PWA function appeared first on Americas iGaming & Sports Betting News.