Google Opens Play Store to Licensed Gambling Apps in Brazil

Guard Dog Jun 23, 2025
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Google has officially updated its Play Store policy in Brazil, now permitting the distribution and advertising of licensed gambling and betting apps. The policy, which came into effect on June 18, represents a significant milestone for the country’s regulated digital gambling sector, offering operators the opportunity to promote their platforms directly through Google Play and Google Ads.

Certified Operators Gain Distribution and Ad Rights

Under the new framework, operators involved in online sports betting, lotteries, fantasy sports, and horse racing are eligible to apply for Play Store access—if they hold a valid license issued by Brazil’s Secretariat of Prizes and Betting (SPA), a division of the Ministry of Finance.

To be eligible, companies must undergo a verification and certification process. This includes demonstrating license validity, adhering to Google’s advertising and content guidelines, and placing a visible and working link on their official website that leads directly to the app’s Play Store listing.

“Online gambling, lotteries, horse racing, sports betting and daily fantasy games are permitted,” Google clarified, emphasizing that only operators approved by Brazilian authorities will qualify for inclusion and promotional privileges on its platform.

Policy Supports Push Against Illegal Operators

Google’s updated policy comes in response to sustained pressure from both government and industry stakeholders to restrict access to unauthorized gambling platforms. At present, unlicensed operators are estimated to control over half of Brazil’s online gambling market.

The inclusion of officially licensed apps is intended to curtail the influence of illegal sites, while offering users a safer and more transparent experience. It also supports responsible gambling efforts through built-in tools such as time limits, spending caps, and self-exclusion options.

Legislation in Progress to Codify Requirements

Coinciding with Google’s move is the introduction of Bill PL 2738/2025 in Brazil’s Chamber of Deputies. Proposed by Congressman Bacelar, the bill aims to formalize platform requirements by amending Law No. 14,790/2023. If passed, app stores would be required to implement protective features including:

  • “Adults Only” content ratings
     
  • Geo-blocking in jurisdictions where operators are not licensed
     
  • User tools for reporting, self-regulation, and notifications
     
  • Mandatory license status updates within five working days
     

This legislative effort would further cement the regulatory framework for digital gambling operations in Brazil, aligning tech platforms with national gaming laws.

Opening the Market to Hundreds of Licensed Apps

Until now, the Play Store only featured apps associated with Caixa Econômica Federal, the state-owned financial institution overseeing lotteries and horse racing. With the updated policy in place, more than 200 licensed operators are now eligible to offer up to three digital domains each through the Play Store—accelerating Brazil’s shift toward a fully legalized and regulated gambling market.

Source: Google Authorizes Licensed Betting Apps on Brazil’s Play Store, LCB.org, June 22, 2025.