Google Play Store Now Allows Legal Betting Apps in Brazil
Betting and casino apps in Brazil can now be downloaded from the Play Store, thanks to Google's new policy allowing regulated gaming apps in the country.
LISTEN TO THIS ARTICLE:This shift in policy comes after intense lobbying from the betting industry, which claims that regulated apps can reduce the appeal of unlicensed sites while ensuring user protections like spending limits and responsible gaming tools.
Previously, only Caixa Econômica Federal, Brazil's state-owned bank, was allowed to offer apps for state lotteries and horse racing on the Play Store. At the same time, other betting operators had to list their apps through third-party platforms.
With the development, operators with a valid license from Brazil's Secretariat of Prizes and Betting (SPA) can now offer their apps directly on the Play Store as long as they include a link from their official website to the app's Play Store page.
Additionally, operators can now run Google Ads campaigns in search results and on the Play Store, provided they comply with local licensing regulations. They must also complete a certification process and submit detailed information about their applications.
More Regulation News
Stricter Regulations for Online Betting
At the beginning of the month, the Brazilian Senate approved a legislation proposing restrictions on gambling advertisements. These include a ban on celebrity endorsements and strict controls over the times during which betting content can be aired.
Betting advertisements during live sports broadcasts were also prohibited. The bill also limits media advertising to specific hours—between 7:30 p.m. and midnight for television and online media- from 9 a.m. to 11 a.m. and from 5 p.m. to 7:30 p.m. for radio.
A bill has also been introduced to regulate sports betting and gambling apps on major platforms like Google Play and Apple's App Store.
Bill PL 2738/2025 would amend Law No. 14,790/2023 to tighten rules on gaming apps and operators. The measure would require apps to have 'AO' ratings, block minors, and include geo-restrictions for unlicensed areas.
Since it launched its regulated gambling market, Brazil has already licensed over 200 operators, including Betsson, Estrelabet, and Pixbet.
RELATED TOPICS: Regulation
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