This is because Apple must have a unique identifier for this particular application. The same rule applies if you are trying to create an application that has in-app purchases. Wildcards are not allowed in both of these scenarios.
You have no choice but to create an explicit type identifier ABCDEFGHIJ.com.myCompanyName.myAppNameHereand use it as the preparation profile application identifier for your development / distribution profiles.
Docs here: https://developer.apple.com/library/ios/documentation/IDEs/Conceptual/AppDistributionGuide/AddingCapabilities/AddingCapabilities.html
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