- Google now allows betting and casino apps on Brazil’s Play Store if licenced by the SPA
- Licensed apps must include a link from the official site and follow Google’s ad policies
- Decision also enables regulated operators to advertise via Google Ads in Brazil
Google has officially authorised the distribution of betting and casino apps in Brazil through its Play Store, integrating its platform with the country’s regulated gambling sector.
The change follows pressure from the betting sector, which has argued that allowing regularised apps helps limit the appeal of unlicensed platforms. Licensed apps are also required to implement user safeguards such as spending limits and responsible gaming tools, factors that are difficult to enforce on illegal sites.
Until now, only apps from Caixa Econômica Federal, Brazil’s Federal Bank, covering state lotteries and horse racing were permitted and betting operators had to rely on unofficial channels.
With the new policy, operators who hold a valid licence from Brazil’s Secretariat of Prizes and Betting (SPA) can have their official apps directly in the store, provided they include a working link from their official website to the Play Store page.
Good to know: Google has recently changed its global gambling advertising policy adjusting to country-specific guidelines
The new rules also affect advertising as Google Ads will now accept campaigns from licensed operators, both in search results and the Play Store itself, as long as advertisers meet Brazil’s local licensing requirements.
With over 200 operators already approved to run up to three domains each, the decision is likely to accelerate the shift towards a more structured and transparent digital betting ecosystem in Brazil.
