The online sports betting industry has seen its fair share of advances in mobile-first products and customisable features like bet builders and live streaming. Yet many platforms still struggle with outdated, transactional interfaces. Andrew Brown, Chief Commercial Officer at Goma Gaming, explains why the company’s focus on native app technology gives its partners the edge. 

Suppliers and operators often claim that they are at the cutting-edge of tech and product development, but in fact often rely on legacy platforms that are clunky, outdated and poorly suited to today’s digital-first customers.

Younger users, in particular those who are familiar with swipe-based gestures popularised by apps like Tinder, are accustomed to modern features and expect a seamless and engaging way to interact with digital platforms, which, of course, places sports betting apps firmly in their sights.

Goma Gaming’s flagship product, GomaUX, addresses these challenges by offering a fully native solution, combining modern design principles with tools that simplify operations for sportsbooks.

The limitations of iFrame-based solutions

iFrame-based apps remain a common choice in the sports betting industry due to their affordability and quick deployment. However, they come with several drawbacks:

• Performance issues: iFrame apps rely heavily on web-rendering engines, often leading to slower load times and less responsive interactions. These delays are particularly problematic for live betting, where real-time actions are crucial.
• Restricted features: Features such as push notifications, biometric authentication and offline functionality are either unavailable or difficult to implement.
• User experience shortcomings: iFrame apps often feel disconnected, lacking the smooth browsing capabilities and interactivity users have come to expect from mobile apps
• Approval challenges: Non-native apps using iFrames face stricter scrutiny from app stores, particularly Apple’s App Store. Apps must provide significant functionality beyond being simple “wrappers” for websites to meet Apple’s Guideline 4.2.2. Additionally, iFrame content may be flagged for potential security risks, making approval processes more complex

How native apps can address these challenges

Native apps, built specifically for mobile platforms like iOS and Android, provide significant advantages over iFrame-based alternatives:

• Enhanced performance: Native apps make full use of platform-specific hardware and software, ensuring faster load times and smoother interactions
• Access to advanced features: Device capabilities, including biometric logins and push notifications, are fully supported in native apps, allowing for secure and feature-rich environments
• Offline functionality: Native apps can store data locally, enabling some features to work even without an active internet connection
• Streamlined app store approval: Native apps, particularly on Apple’s App Store, are more likely to meet requirements for performance, offline functionality, and native-like design, making the approval process smoother compared to iFrame-based apps

Challenges and considerations for native apps

Despite their clear benefits, native apps may come with a few challenges worth considering for online sportsbook operators. Development and maintenance costs are higher compared to iFrame-based solutions, and adherence to app store guidelines can delay updates and releases.

GomaUX addresses these concerns through its easy-to-use CMS, which eliminates the need for ongoing development work for content updates. This allows operators to make live changes to promotions, campaigns, and layouts, maintaining a dynamic app experience without incurring significant additional costs.

Choosing the right development approach

The choice between native apps and app containers with iFrame depends on the specific needs of online sportsbook operators. 

Native apps are best for sportsbooks requiring high performance, advanced features, and deep integration with device hardware, such as real-time betting, biometric authentication, or AR/VR enhancements. These apps are particularly suited for operators targeting audiences who expect premium experiences and seamless functionality. 

While app containers with iFrame are more cost-effective and quicker to launch for simpler applications like content-driven platforms, native apps ultimately come out on top for delivering superior performance, richer features, and a more polished betting experience. For instance, native apps can directly access device hardware, resulting in faster load times and smoother interactions compared to web apps, which rely on browser capabilities.

GomaUX: a viable solution that performs 

Goma Gaming’s GomaUX is backed by the Phoenix Group, an experienced investment fund that has scaled international brands like 888, bwin, and PartyGaming, as well as regional leaders, including Bet.pt and Crocobet. 

The group drives innovation in the sports betting industry through forward-thinking initiatives like GomaUX, which harnesses native app technology to address the drawbacks of iFrame-based solutions. The platform combines a user-centric design with operator-focused tools, providing smoother functionality for players while ensuring flexibility and efficiency for sportsbooks.

For users, swipe navigation replicates the behaviour of social media apps, with 93% of mobile users accustomed to similar interfaces. The always-visible floating bet slip simplifies bet tracking and increases gross gaming revenue (GGR) by over 30%, while AI-driven Bet-Swipe suggestions and bet-sharing capabilities encourage engagement. 

For operators, GomaUX includes a content management system (CMS) that enables real-time updates to promotions and layouts without requiring developer input. Additional features like dynamic promo stories, custom widgets, and a fully customisable UX allow operators to keep their platforms flexible and aligned with their brand goals.

Combining a CMS that integrates quickly into operators’ systems with a user interface that is easy to use and drives volumes is how Goma Gaming is changing the sports betting experience for both bookmakers and players. Get in touch with Goma to find out more!

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