Google Authorizes Licensed Betting Apps on Brazil’s Play Store

Google has introduced a pivotal policy change that allows licensed betting and gambling apps to be featured on its Play Store in Brazil, marking a significant move to bolster the country’s regulated digital gambling framework. Effective June 18, this update enables certified operators to promote their apps and run advertising campaigns through Google Ads—provided they meet strict regulatory standards established by Brazilian authorities.

Certified Operators Can Now Advertise and Distribute via Google

As part of the newly implemented policy, companies involved in online sports betting, lotteries, daily fantasy sports, and horse racing can now apply to distribute their apps on Google Play. This is contingent upon them holding a valid operating license issued by Brazil’s Secretariat of Prizes and Betting (SPA), under the Ministry of Finance.

Google has also clarified that to qualify for app distribution and advertising privileges, companies must complete a certification process. This includes verifying their license, complying with content and advertising guidelines, and maintaining a prominent, functional link on their official website that leads directly to the app’s listing in the Play Store.

“Online gambling, lotteries, horse racing, sports betting and daily fantasy games are permitted,” the company confirmed, emphasizing that only operators with government approval will be eligible for visibility and promotion within its platforms.

Government Push Against Unregulated Operators Gains Momentum

The move closely follows mounting industry and governmental pressure on major platforms like Google and Apple to allow only legal betting operations. The rationale is to reduce the dominance of unauthorized websites, which currently control over half of Brazil’s gambling market.

This latest shift in Google’s policy supports ongoing governmental initiatives aimed at consolidating a transparent, regulated gambling environment. According to officials, the inclusion of licensed apps is intended to push out unlicensed operators and foster a safer experience for users, including the implementation of tools for responsible gambling such as spending limits and time caps.

Legislative Efforts Aim to Codify App Store Requirements

Coinciding with Google’s policy update is the advancement of a bill in Brazil’s Chamber of Deputies, known as PL 2738/2025, introduced by Congressman Bacelar. The legislation aims to formalize guidelines for the distribution of betting applications on platforms like Google Play and Apple’s App Store by modifying Law No. 14,790/2023.

Should the bill pass, app stores would be obligated to enforce a number of protective measures, including “AO” (Adults Only) content ratings, geo-blocking in regions where licenses are not valid, and user-facing features for reporting and self-regulation. Additionally, operators would be legally required to notify both authorities and platforms of any changes in their license status within five working days.

A New Phase for Brazil’s Betting Market

Until recently, the Play Store in Brazil only allowed apps associated with Caixa Econômica Federal, which oversees national lotteries and horse racing. With the new framework in place, over 200 licensed operators can now provide up to three digital domains each, helping to accelerate the transition to a fully regulated market.

Source:

“Google changes its policy and now accepts betting apps in Brazil”, gamesbras.com, Jun 18, 2025