Google Opens Play Store to Licensed Betting Apps in Brazil
The move comes in response to pressure from the betting industry, which has long argued that permitting regulated apps helps curb the appeal of unlicensed operators.
Google has officially approved the distribution of betting and casino apps in Brazil via its Play Store, aligning its platform with the country’s regulated gambling market.
The move comes in response to pressure from the betting industry, which has long argued that permitting regulated apps helps curb the appeal of unlicensed operators. Licensed apps are also required to include player protection measures such as spending limits and responsible gambling tools — features that are difficult to enforce on illegal platforms.
Previously, only apps from Caixa Econômica Federal, Brazil’s state-owned bank, covering state lotteries and horse racing, were allowed. As a result, betting operators had to rely on unofficial distribution methods.
Under the new policy, operators holding a valid licence from Brazil’s Secretariat of Prizes and Betting (SPA) can now publish their official apps directly on the Play Store, provided they include a functioning link from their official website to the app’s Play Store listing.
The update also impacts advertising, with Google Ads now accepting campaigns from licensed operators in both search results and the Play Store, provided advertisers comply with Brazil’s local licensing regulations.
