Google Opens Brazil Play Store to Licensed Casino

In a groundbreaking move, Google has officially opened its Play Store in Brazil to licensed betting and casino apps.

This shift aligns the tech giant with Brazil’s regulated gambling framework, enabling direct downloads and in-platform advertising.

Operators can now legally reach players through mainstream digital channels—helping to combat illegal apps and boost user safety.

Here’s everything stakeholders need to know about how this policy will transform Brazil’s digital gambling ecosystem.

Google Greenlights Licensed Betting Apps in Brazil, Marking Major Milestone for Regulated Gambling

Key Points

• Licensed Gambling Apps Now Permitted on Play Store. Brazil’s SPA-licensed operators can distribute casino and betting apps directly through Google Play.
• Advertising via Google Ads Now Allowed for Regulated Operators. Compliant operators may advertise across Google’s networks, including search, display, and Play Store placements.
• Policy Aims to Curb Illegal Market and Promote Responsible Gaming. Licensed apps must meet Brazil’s requirements, offering user protections like deposit limits and RG tools.

Google Embraces Brazil’s Licensed Gambling Market with Major Play Store Policy Shift

The Brazilian digital gambling sector just gained a powerful new ally: Google. In a strategic policy change announced this week, the global tech firm has confirmed that licensed betting and casino apps are now allowed on the Google Play Store in Brazil—a long-awaited shift that formalizes the company’s integration with the country’s newly regulated betting market.

Previously, only apps managed by Caixa Econômica Federal, the government-owned bank that oversees Brazil’s lotteries and horse racing, were permitted. All other operators had to rely on unofficial APK downloads or browser-based experiences—workarounds that undermined both regulatory oversight and player safety.

The New Framework: A Step Toward Market Maturity

Under the updated policy, operators that hold a valid license from Brazil’s Secretariat of Prizes and Betting (SPA) may now list their apps directly on Google Play. However, there are key conditions:

• The Play Store page must link back to the official operator website.
• Apps must comply with Google’s advertising and content policies.
• User protections such as deposit limits, time-out features, and age verification must be included.

The move is expected to dramatically increase accessibility to legal gambling options while undermining the visibility of black-market alternatives.

Google Ads: From Off-Limits to Open Access

In addition to opening the Play Store, Google is now accepting gambling advertisements from SPA-licensed operators across its search engine, YouTube, and Play Store ad placements. This development is significant.

Previously, Brazilian users encountered ads for offshore gambling websites or had limited visibility into legal alternatives. Now, licensed brands can:

• Launch targeted ad campaigns that link directly to legal platforms.
• Use Google’s tracking tools to monitor campaign effectiveness.
• Align ad content with responsible gambling messaging, as required by both SPA and Google policy.

This move echoes Google’s broader trend of tailoring its global gambling policy to reflect the regulatory environments of specific jurisdictions.

Regulated iGaming Gathers Momentum in Brazil

Brazil’s gambling reform took a major step forward in 2023 with the passage of the Betting Law, which paved the way for national licensing of sports betting and online casino games. Since then, over 200 operators have registered, each eligible to operate up to three domains.

With Google’s participation, these licensed operators can now compete in a level digital marketplace—a crucial development in a country where more than 80% of the population uses Android devices.

In effect, this partnership provides Brazil’s legal gambling market with the distribution, discoverability, and credibility it lacked during the early rollout.

Responsible Gambling and Consumer Protection Take Center Stage

One of the strongest arguments behind this decision is player protection. Unlicensed apps often lack safeguards such as:

• Deposit and session time limits
• Self-exclusion systems
• Age verification protocols

By contrast, all licensed apps must implement these features to remain compliant under SPA rules and Google’s updated policies.

This creates a safer environment for players while simultaneously reducing the appeal of unregulated platforms, many of which have been linked to fraud, data theft, and underage access.

A Signal to Other Markets?

Brazil’s success could influence similar policy changes in other regulated or emerging jurisdictions. As more countries move toward formalized gambling frameworks, Google’s willingness to partner with local regulators sets a strong precedent for future cooperation.

Already, nations like India, Colombia, and the Philippines are watching closely, eager to see if Google’s regional integrations will accelerate their own digital gambling expansions.

Brazil Enters a New Era of Regulated Digital Gambling

Google’s decision to allow SPA-licensed gambling apps in Brazil marks a pivotal moment in the country’s journey toward a fully regulated online betting ecosystem.

It offers clear benefits:

• Expanded reach for licensed operators
• Enhanced user protection
• Greater transparency in digital advertising

By embracing the regulated market, Google is helping to legitimize and scale Brazil’s iGaming sector. For operators, it’s a chance to build trust, capture market share, and drive innovation within a safer and more structured ecosystem.

As the country’s gambling landscape continues to evolve, one thing is clear: the platform war is over—and regulated operators now have the upper hand.