Google Reopens Brazil’s Play Store to Gambling Apps Amid Regulatory Shift

After years of restrictive policies, Google has finally lifted its longstanding ban on real-money gambling apps in Brazil, aligning its Play Store with the nation’s newly minted regulatory landscape. This pivotal decision allows licensed sports betting, fantasy sports, and casino apps back into Brazil’s Android ecosystem, marking a significant milestone for a market projected to surpass US$5 billion by 2026. Brazil's mobile gaming community, boasting over 100 million users predominantly on Android devices, is set to significantly benefit from this landmark change.

Google's Policy Pivot: What's New?

Previously, only government-operated lottery and horse racing apps managed by Caixa Econômica Federal were allowed on Google Play in Brazil. Other operators were sidelined, forced to rely on APK side loading, often cumbersome and fraught with security risks.

Policy Element	Previous Rule	New Rule (June 2025)
Allowed App Types	Caixa lottery & horse racing only	Licensed sports betting, fantasy sports, casinos, lotteries
Licensing Requirement	Caixa endorsement only	Federal SPA (Secretariat of Prizes & Betting) license required
Distribution	Sideloaded APK via websites	Official Play Store distribution
Advertising & Promotion	Completely restricted	Permitted with verified license and Play Store links

This strategic shift not only enhances user safety but places Brazil alongside regulated markets like the UK and Italy, underscoring Google’s increasing comfort in regulated gambling environments.

From Caution to Clarity: The Regulatory Timeline

Google’s move was carefully calibrated against a backdrop of evolving Brazilian laws, with cautious steps driven by regulatory clarity:

Year	Event
2018	Brazil’s Law 13.756 legalises fixed-odds betting (regulations pending).
2021	Google expands gambling apps in selected regulated markets.
Early 2023	Google briefly opens to Brazilian apps; withdraws due to incomplete regulations.
Dec 2023	“Bets Law” (Law 14.790) finalised; creates the SPA framework.
Jan 2025	SPA issues first batch of licenses (14 full, 55 provisional).
Jun 2025	Google officially permits licensed gambling apps on Play Store in Brazil.

This progression reflects Google's global policy of waiting for regulatory clarity before opening its platforms, significantly enhancing market predictability for operators.

Inside Brazil’s Robust Licensing Framework

Brazil's SPA licensing framework is notably rigorous, intended to filter out unqualified operators and maintain a tightly regulated betting landscape. Licenses are granted only after operators demonstrate substantial financial stability, robust governance practices, and strict compliance readiness.

Requirement	Details
License Fee	R$30 million (~US$6 million)
Security Deposit	R$5 million (held as a guarantee against player payouts)
Local Presence	Must form a Brazilian legal entity; maintain operational offices locally
Brands per License	Up to three unique betting brands allowed per license
Taxes	12% turnover tax; 18% winnings tax
Responsible Gaming	Mandatory responsible gaming tools, self-exclusion mechanisms, betting limits, regular audits, and reporting obligations
Technical Compliance	Advanced data protection measures, robust cybersecurity protocols, and verified geolocation and identity verification systems

Applicants are subject to intensive vetting processes, including financial audits, compliance assessments, and background checks of key personnel. The comprehensive review ensures operators have adequate resources and a proven ability to adhere to Brazil’s strict regulatory standards.

Insight: As of mid-2025, SPA had approved 69 licenses out of over 180 applications. Nearly half required additional compliance reviews or remediation before approval, highlighting the thoroughness of the regulatory body.

Developer Compliance and Consumer Protection

Operators aiming for Play Store visibility must clear substantial hurdles, meeting stringent standards enforced by both Google and the Brazilian government:

Compliance Area	Requirements
Licensing	Verified SPA license required; Google audits licenses regularly.
Payment Processing	Use external payment gateways only; no Google billing permitted.
App Cost	Free installation; no charges allowed for downloads or in-app wagers.
Age & Geo Restrictions	Robust KYC and geolocation checks to restrict underage and non-Brazilian access.
Responsible Gaming	In-app self-exclusion tools, betting limits, and visible helpline links.
Content Rating	Strict “Adults Only” (18+) classification in Play Store.

Gabriel Lopes, CTO of HiperBet, stated, “Native applications bring faster interactions, an experience more adapted to mobile devices… When downloading an application directly from an official store, users know they are accessing a regulated platform, where the security of personal and financial data is prioritised." HiperBet committed over US$2 million to advanced compliance technologies.

Strategic Impacts Across Brazil’s Gambling Ecosystem

Google's new policy has transformative implications across industry stakeholders:

Stakeholder	Impact & Strategic Opportunity
Operators	Vastly improved access to Brazil’s Android user base; projected 30% rise in user acquisition.
Developers	Opportunity for richer user experience (UX/UI) innovations; significant compliance investments required.
Affiliates	Simplified marketing funnel improves user conversion; enhanced tracking capabilities.
Consumers	Enhanced security and trust; reduced exposure to unsafe APK downloads.
Regulators	Increased oversight through partnership with major digital distribution channels.

Mariana Castro, a São Paulo-based gambling strategist, remarked, "Google's new approach significantly strengthens regulatory oversight. This essentially deputises Google as a frontline regulator against offshore operators."

Apple's delay in adopting similar policies may temporarily tilt market share toward Android, offering Google a substantial competitive advantage. Recent congressional discussions (PL 2738/2025) and antitrust investigations targeting Apple may soon compel parity between platforms, further consolidating regulatory control.