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Google doesn’t allow real-money gambling apps on its Google Play store. But Betcade has launched early access today for its own Android-based app store for real-money gambling.

As we noted back in September, this is the case of one company opting out of gambling and another stepping in to provide it. Pasadena, Calif.-based Betcade has created a dedicated app store for real-money gambling apps, providing casino operators with a unified, branded destination for gambling apps. Its first territory will be the U.K., which has more lenient rules on gambling than the United States.

David Chang of Betcade

Above: David Chang of Betcade.

Betcade will cater to players by positioning itself as a trusted source for gambling-app discovery. It will address the complex issues of distribution, discovery, payment, management, and security. The company plans to launch the app store more fully on Android in July 2016, but only in jurisdictions where it is legally permitted.

The company said that partners joining the program will get early access to the store, early access to supporting documentation, direct support from the Betcade team, and the opportunity to give feedback. Early-access program partners will also receive priority for integration support.

Betcade said players will be able to browse categories or search for apps, view a consistent set of information and reviews for every app, and easily install apps on their devices. The store will also feature in-app deposits (often required in online gambling) to reduce consumer friction and provide a better user experience.

Betcade founder David Chang is the former chief marketing officer and head of industry relations at Gamblit Gaming, a software development company focused on new technology for land-based and mobile gaming experiences.

“We’ve spent the past few months road testing the concept and checking the temperature of the industry and been really pleased with the results,” said Chang, in a statement. “The creation of the early-access program is a direct result from the demand we are experiencing from the industry. We want to create the best possible product for the gaming industry and are fortunate that online operators want to work with us to make the store a success.”

While Google doesn’t distribute real-money gambling apps, Apple does on its store. But Apple doesn’t provide rankings for them or promote them. This effectively hides them from its audience. Betcade plans to offer a good user experience with rankings, promotions, curation, and payment processing.

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