Landmark Policy Shift Integrates Google with Brazil’s Legal Gambling Framework
Google has officially enabled the distribution of licensed betting and casino apps on its Play Store in Brazil. The decision allows any operator with valid authorisation from the Secretariat of Prizes and Betting (SPA) to publish mobile gambling apps, provided they adhere to specific compliance guidelines, including linking the Play Store listing to their official website.
Until now, only gambling-related apps offered by Brazil’s Caixa Econômica Federal, covering state lotteries and turf betting, were allowed. This left private operators outside of Brazil’s public financial institutions to rely on APK sideloading or browser-based platforms — channels long criticised for user security risks and vulnerability to unlicensed content.
Boosting Transparency and Curbing Unregulated Access
The policy change is seen as a significant win for regulatory advocates and legal operators, who have argued that making licensed apps easily accessible would help divert users from the unregulated black market. In contrast to illicit operators, licensed platforms are bound by Brazil’s regulatory framework, which mandates:
Responsible gambling tools (spending/time limits, self-exclusion)
Secure payment gateways
Transparency in odds and bonus terms
Data protection protocols
This accessibility also improves consumer trust in legal betting options and strengthens the SPA’s enforcement capabilities by creating clear visibility for legal offerings in app stores.
Google Ads Opens Doors to Licensed Operators in Brazil
Simultaneously, Google has updated its advertising policies to reflect this shift. Licensed operators in Brazil are now eligible to run Google Ads campaigns, including placements in:
Search results
Display networks
Within the Play Store itself
This gives regulated entities a crucial marketing edge and marks a turning point for commercial viability in Brazil’s emerging online gambling economy.
Google’s compliance requirement for advertisers includes proof of SPA licensing, thereby ensuring only fully legal operators can access paid media through its vast ad network.
Implications for Brazil’s iGaming Ecosystem
Brazil is currently experiencing a rapid restructuring of its gambling landscape, with over 200 operators already licensed to offer regulated betting services. These operators may register up to three domains each, amplifying the sector’s scale and revenue potential.
Allowing these companies access to Google’s ecosystem:
Levels the playing field between local and international operators
Encourages mobile innovation by rewarding compliance
Strengthens Brazil’s image as a serious and secure market in the global gambling arena
This policy change could also act as a template for other Latin American nations looking to align their digital infrastructure with formal regulation, particularly as mobile-first gambling continues to dominate user preferences.
Conclusion: A Strategic Alliance for Safe, Regulated Growth
By opening its Play Store and advertising network to SPA-licensed gambling operators, Google has taken a decisive step in supporting Brazil’s effort to build a safe, competitive, and transparent gambling industry. The move enhances user safety, restricts unregulated market influence, and empowers operators who comply with the nation’s evolving regulatory requirements.
As Brazil finalizes the finer details of its gambling legislation in the months ahead, Google’s cooperation signals the start of more strategic tech-sector collaborations that may define the next wave of digital regulation in Latin America.
