Google Enables Betting, Gambling, and Fantasy Apps in Brazil Under New Regulations
In recent weeks, companies within the betting industry have intensified efforts to gain official support from the federal government of Brazil, aiming to pave the way for their applications to be available through mainstream digital stores like Google Play and the Apple App Store. gambling apps
The core argument presented to the Ministry of Treasury’s Prizes and Betting Secretariat centers on consumer safety and market regulation. Licensing online betting apps, they argue, can serve as a powerful tool to combat illegal platforms operating unchecked within the country. As they point out, official apps tend to offer a safer option for users, reducing the risk of malicious software and viruses that often plague unauthorized downloads.
Historically, some betting companies only permitted users to access their services via their official websites—a practice that could soon evolve thanks to recent regulatory updates.
On June 18, Google notified advertisers through email that it will be rolling out a revised gambling policy in Brazil. The new policy now permits the presence of betting, gambling, and fantasy sports apps on Google Play. However, this opportunity comes with strict conditions: operators must hold a valid license issued by Brazilian authorities to promote their services through Google Ads.
Per the updated guidelines, any online gambling company wishing to advertise must demonstrate compliance by presenting a current Brazilian license issued by the relevant authorities—aligning with the company’s own gambling policies.
Furthermore, operators are required to include a clearly visible, functional link on their official websites directing users to the app’s page within the store. In addition, they must go through a formal registration process, supplying comprehensive details about their app.
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Failure to meet these standards will result in automatic rejection of advertising requests. The rules apply specifically to four categories: lotteries, horse racing, fixed-odds betting, and daily fantasy sports—all of which must be authorized by Brazilian regulators.
Until now, Google had only approved horse racing and lottery apps from Caixa Econômica. In other markets, certain app stores have already begun to permit casino and sports betting apps, provided they do not rely on the platform’s own payment systems.
From the perspective of betting operators, integrating their apps into official app stores represents a crucial step toward curbing illegal gambling activities. They highlight that a large segment of the market remains dominated by unregulated, clandestine websites—an issue that official channels could help mitigate. google gambling apps brazil
