Brazil: Government Pushes for Betting Apps on Google and Apple Stores
Brazil – June 10, 2025 (www.zonadeazar.com) — Google and Apple control Brazil’s mobile operating system market. Both tech giants also dominate virtual app stores for smartphones.
Google currently prohibits betting apps, despite accepting payments for ads on YouTube. In addition, illegal gaming websites advertise on the platform, as revealed by a report from Folha de S.Paulo.
These ads often redirect users to apps disguised as children’s games on the Play Store. Later, these apps funnel users to fraudulent betting sites.
Changes in Google’s Policie
Google told Folha about updates to its advertising policies. Since September 2024, the company has implemented new guidelines.
Google stated: “We immediately suspend the ad and, if necessary, block the advertiser’s account” when violations of the rules are identified.
Currently, the Brazilian Play Store only allows two types of gambling apps: horse racing and lottery apps from Caixa Econômica Federal.
Other countries permit virtual casinos and diverse sports betting apps. As a result, Brazilian regulations may change in the future. In those markets, free betting apps operate without using Google’s payment system.
Android’s open system allows external installations, meaning users can download apps outside the official store. Brazilian betting sites offer their own apps with detailed installation guides.
Folha de S.Paulo contacted Apple for comment but received no response.
Government and Betting Sector’s Stance
The Secretariat of Prizes and Betting within the Ministry of Finance regulates the industry. This body drafts regulations, reviews operating applications, and oversees compliance.
The Ministry of Finance stated: “Allowing apps by duly authorized operators can be a positive tool to combat the illegal market.”
They added: “This technical-regulatory position has been shared with app stores, emphasizing the importance of including control and validation mechanisms to ensure exclusive access to authorized platforms.”
Additionally, the Secretariat identified another key measure: preventing features that disable suspended or revoked apps.
Heloisa Diniz, head of regulatory affairs at the Betting and Fantasy Sport Association, revealed that mobile devices processed 75% of online sports bets in 2023.
Heloisa Diniz said: “Making regulated apps available in official stores like Google Play and the App Store is a strategic measure: it allows pre-screening of licensed operators using license numbers or the ‘.bet.br’ domain, enhances user protection, and directly weakens the illegal market, which operates without any oversight.”
The National Association of Games and Lotteries (ANJL) shares this perspective. Its current president, Plínio Lemos Jorge, stated: “It creates an environment that favors the rise of illegal sites.”
Finally, Plínio Lemos Jorge added: “The alternative path—supporting responsible gaming—would be to make government-approved betting apps available in virtual stores. This would create a trusted space for players who want to bet legally.”
Edited by: @_fonta www.zonadeazar.com