Apple is changing how ads appear in the App Store, and for US real money online gambling operators, the update could reshape how casino and sportsbook apps compete for player downloads. At the center of the shift is App Store search, where a large share of installs begin. Apple is moving away from a single paid placement at the very top of results and introducing multiple ad slots further down the page. These new placements will start automatically for existing campaigns, with advertisers unable to choose their exact positions.
A Bigger Ad Marketplace for Gambling Apps?
Online casinos and sportsbooks operating in regulated US states now effectively could have more ad inventory in one of the most valuable digital storefronts available. With several paid listings now eligible to appear for the same gambling-related search terms, competition around high-intent keywords is likely to intensify. All ads will remain clearly labelled for clarity, but the changes only apply to devices running iOS 16.2 and iPadOS 16.2 or later.
This move could drive up cost per tap as more operators bid for visibility in categories that are already very competitive. For the company, expanding the number of available placements increases monetization opportunities within search without adding new ad formats, simply by making more of the page sellable.
Performance and Creative Now Matter Even More
Because Apple’s system leans heavily on relevance and engagement signals, visibility will not be based on budget alone. App store assets such as icons, screenshots, titles and descriptions will carry greater weight in both earning placements and convincing users to install.
This also introduces more variability in traffic quality. As paid listings sit alongside organic results, some users may tap out of curiosity rather than clear intent to register and deposit. That makes tracking, player verification and long-term value analysis more important than ever.
Revenue Play or Subtle Consumer Safeguard?
There is also a regulatory context to consider. Gambling is one of the most tightly controlled app categories in the US, with strict state-by-state rules and platform-level policies. By spreading visibility across multiple placements and relying on algorithmic relevance, Apple may reduce the chance that a single aggressive advertiser consistently dominates the most prominent position.
Clear ad labeling and a more diversified set of visible apps could be seen as a consumer protection measure of sorts, helping users distinguish paid placements while avoiding overexposure to any one brand. At the same time, the financial upside for Apple is hard to ignore, as more competition among operators typically leads to higher overall ad spend.