Google has announced a significant policy update, permitting sports betting and online gaming applications licensed within Brazil to be available on its Play Store.
This decision, effective as of Wednesday, June 18, 2025, is contingent upon these applications adhering to specific conditions established by both Brazilian authorities and the technology giant.
Under the revised gambling policy, regulated “Bets” operators are now authorized to list their applications, provided they demonstrate full compliance with the laws and regulations enacted by the Brazilian government. The updated guidelines specifically permit four categories of gambling-related content: lotteries, horse racing, fixed-odds sports betting, and daily fantasy sports.
This policy shift follows considerable pressure from major industry operators, who have advocated for app store accessibility similar to prior discussions with Apple concerning its App Store.
The Brazilian government has also played a crucial role in these discussions, viewing app store regulation as a vital mechanism to ensure that only officially licensed betting companies operate within the country. The overarching objective is to mitigate the prevalence of illicit online platforms, which currently account for over half of Brazil’s betting market.
Google’s policy adjustments coincide with a dynamic period for the Brazilian gambling sector, which has experienced numerous regulatory developments in recent months. A notable point of contention has been the differing perspectives between the government and industry operators regarding the sector’s operational framework.
While the Brazilian Senate frequently seeks to implement more restrictive measures, the industry generally advocates for greater operational autonomy. For instance, the Ministry of Finance’s recent announcement of a 6% tax increase on gross gaming revenue has elicited considerable opposition from both operators and regulatory bodies.
To qualify for listing and promotion on Google’s platforms, each category of gambling application must receive official authorization from Brazilian regulatory authorities. Furthermore, Google mandates that operators provide a clear and accessible link to the app’s Play Store details page on their officially registered domain.
This requirement aims to enhance platform transparency by ensuring the legitimacy and traceability of applications. It is also imperative for operators to obtain a license from the Secretariat of Prizes and Betting (SPA) of the Ministry of Finance to secure certification.
Additionally, advertisers are required to complete a stringent certification process, submitting comprehensive information pertaining to their applications. Any applications that fail to meet these requisite licensing and compliance standards will be unequivocally denied.
