Tech Platforms Race to Capture Growth as Gambling-Focused Monetization Shifts Mobile
29 September 2026
Apple, Google, and Meta are scrambling to capture the growing trend of gambling-focused monetization moving to mobile. The tech giants are poised to benefit as gamers increasingly use social-casino-style apps that pay hefty commissions. At the same time, the shift to mobile has swept the broader online gambling industry, making this the fastest-growing segment in gaming today.
Mobile monetization is moving from gaming and going all-in on gambling.
The platform economy is benefiting from this shift. By collecting a cut of in-app purchases and controlling distribution and user acquisition, Big Tech is capturing a growing share of mobile revenue. Bloomberg reported that Apple, Google, and Meta take up to 30% in commissions from virtual betting and wagering purchases made through their app stores.
However, when users place real bets using mobile apps—where legally permitted—Apple, Google, and Meta do not take a percentage due to platform policies that prohibit in-app billing for real-money gambling, according to Bloomberg. So the tech giants are profiting from the growth of regulated online slot machines and poker games, which payment processors are still handling.
The broader mobile monetization shift is picking up steam. Sensor Tower found that consumer spending in non-game mobile apps reached $85.6 billion in 2023, a 21% increase year-over-year. This outpaces gaming app spending which rose just 1% to $81.8 billion, according to Sensor Tower's annual report. Meanwhile, social-media apps accounted for a record 2.5 trillion hours of user time across iOS and Android, outpacing mobile games at 444.6 billion hours.
Gambling-focused monetization is increasingly mobile-first. From data published by Straits Research, Future Market Insights, and Mordor Intelligence, the mobile segment is by far the fastest-growing in online gambling. Mobile and tablet devices were projected to capture 57% of online gambling revenue in 2023, with smartphone and tablet operating revenue projected to grow by 13.85% and 14.65% annually through 2026. Current market size estimates mobile gambling at $101.8 billion. While casinos, racetracks and sportsbooks have adapted to the shift to mobile, the strongest growth belongs to online casinos. Many gambling apps use the freemium model, with over 55% of market revenue coming from such apps, according to Verified Market Insights.
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Online casinos are deploying gaming techniques to retain users. Data published by Start.io shows changes in consumer spending across non-game apps on both iOS and Android. Movie and TV app revenues have grown by over $2.2 billion in the past year, while AI-powered apps show growth of $3.5 billion, the largest of any non-game app. As the emergence of AI and 5G technologies enable new monetization models in mobile apps, more time spent in non-game mobile apps appears likely. Developers such as Sweepstakes have launched mobile-first casino apps featuring daily login bonuses, mission-based progression, tiered loyalty rewards, and personalized push notifications. These techniques are now common in mobile gambling apps.
New types of distribution and payment rails are evolving.
The Boston Consulting Group reported that regulatory pressure, court rulings, and evolving consumer demands are pushing mobile app ecosystems toward new models for payments and distribution. Sideloading and webstore downloads are enabling changes, including platform access through alternative methods. These may reduce the dominance of Apple and Google app stores. To maintain user acquisition while processing payments, gaming and casino operators using these new distribution models could decrease platform dependence. Under US sweepstakes law, these mobile casino games can operate legally where real-money gambling remains restricted.
As a result, the winners in the next era of smartphone monetization will be the mobile app companies that control distribution and payment systems, not those competing for user attention through app ads and in-app purchases. In a recent article titled What happens after we build the frictionless user experience?, EY's David Carlins noted, Don't expect the giant app stores to maintain their dominance. In coming years, sideloading will become even easier, reducing the value of walled gardens.