Google lifts gambling app ban in Brazil

Starting this week, operators with valid licences from Brazil’s Secretariat of Prizes and Betting (SPA) will be allowed to list gambling apps on the Play Store and advertise through Google Ads.

The update brings Brazil in line with global trends, where real-money gambling sites have gradually gained access to app stores, but only under strict regulatory conditions.

In Brazil, the change marks a significant step in the country’s battle against illegal gambling platforms and its wider push for player protection.

A market reshaped by regulation

Brazil’s regulated iGaming market formally launched in early 2024, but operators have already found it a tough terrain. 

According to the Ministry of Finance, 37 operators failed to meet the initial licensing and compliance criteria, underlining just how steep the bar is for entry.

This strict stance reflects Brazil’s broader commitment to consumer protection. As regulators move to shut down unauthorised platforms, they’ve also prioritised the rollout of responsible gambling tools, from spending limits to self-exclusion features.

How to pass Google’s green light?

Under the updated policy, Google now permits apps related to lotteries, horse racing, daily fantasy sports, and fixed-odds betting. 

However, strict conditions apply:

• Operators must hold a valid SPA-issued licence;

• All apps must link visibly from the operator’s official website;

• Certification is mandatory before launching Google Ads campaigns.

Previously, only state-owned lottery and horse racing apps were allowed. Now, private-sector entrants finally have a route into the official Android ecosystem, provided they meet the country’s legal and technical requirements.

Apple, by contrast, has yet to make a similar move. For now, Android users will be the primary audience for legal mobile gambling in Brazil.

Aiming at the black market

One of the main arguments for lifting the ban was its unintended consequence: by limiting legal access points, Google’s previous policy drove users to unlicensed .apk files and offshore platforms. 

Now, operators and regulators alike hope that by bringing apps into a secure, centralised store, Brazil can better monitor the market and steer users away from risky alternatives.

Industry stakeholders see this as a major win for trust and transparency, pillars essential to long-term sustainability in the sector.

Regulatory wall holds firm

Despite this progress, Brazil isn’t loosening the reins just yet. 

A new tax hike from 12% to 18% of gross gaming revenue (GGR) was introduced in June, pushing the total tax burden, once other levies are factored in, past 50% for some companies. This has already prompted backlash from operator groups, warning that the measure could threaten commercial viability.

Meanwhile, a Senate committee has proposed additional restrictions on advertising, welcome bonuses, and online casino-style games, which it labelled as “exclusively harmful.”

New opportunities for operators

Google’s decision marks a significant shift in Brazil’s digital gambling environment, but it’s far from a free-for-all.

The policy change offers new opportunities for licensed operators and a stronger toolset for regulators. However, it reinforces the point that only those who comply will gain access to the Brazilian market.