Google has officially announced that it will allow licensed gambling companies to list their official gambling and casino apps on the Play Store in Brazil and to conduct local advertising campaigns. This move signifies Google's full integration with the regulated gambling market in Brazil, opening up digital channels for legal operators.
According to the new policy, operators holding a valid license issued by Brazil's Prizes and Gambling Department (SPA) can list their apps on the Google Play Store, provided they offer a clear and verifiable download link on their official website. Additionally, these apps must strictly adhere to Google's advertising policies, which include consumer limits and responsible gambling tools to protect users and reduce the appeal of unauthorized platforms.
Previously, the only gambling apps allowed on the Play Store were those of the state-owned Caixa Econômica Federal, used for national lotteries and horse racing projects. Other legal operators were forced to rely on third-party websites or gray channels to promote their products.
This policy shift also affects Google Ads. Operators meeting local license requirements can now promote their products through Google's advertising system in search results and app pages. This not only increases the visibility of compliant operators but also sets a new standard for regulation and marketing in the industry.
Currently, over 200 operators have been licensed, with each operator allowed to manage up to three domains. Google's initiative is expected to further drive the Brazilian digital gambling market towards a more regulated and transparent ecosystem.
