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Google’s decision in June 2025 to accept licensed betting apps on its Play Store was a milestone for Brazil’s booming gambling industry. For the first time, major operators such as Betnacional, Superbet, 7K, Cassino, and EstrelaBet have launched their mobile applications on Android smartphones, an eagerly awaited change by the sector. The decision facilitates greater access and an easier user experience, fulfilling an existing demand for mobility integration.
Regulation-Drove Expansion
To distribute games on Google Play and show advertising on Google Ads, casino operators must submit licensing proof via Brazil’s Ministry of Finance’s Secretariat of Prizes and Bets (SPA) today. Licensed games encompass sportsbook wagering, lotteries, horse racing, and more. Their purpose is to enable only licensed operators to be made available via the official app store.
Legal expert Bernardo Cavalcanti Freire of Betlaw praised the move: “The availability of mobile betting apps for lawful usage supports the creation of a responsible market. It discourages illegal operators since only approved companies can appear in the Play Store.”
Staggering Growth in Online Access
According to SimilarWeb, sports betting websites were the second most visited niche on the Brazilian internet in 2025, ranking only after Google. Over 2.7 billion visits were made to betting websites in May alone, averaging 68 million daily visits. This is fast growth considering that in January, a daily visit of about 55 million was reported.
Most interestingly, 67% of the users access betting sites by typing the site directly into the browser without using search engines or social media. Organic searches have only 14% access, which means good recall of the brand and frequent use.
Increasing the User Experience through Technology
For major operators, a mobile app launch is more than about convenience—it’s a strategic move. EstrelaBet CEO João Gerçossimo reaffirmed that their new app came after vast customer feedback and rigorous testing: “The app is our idea of putting innovation to the player’s benefit. We aimed to find a fast, user-friendly platform that combines betting, payment, support, and security all in one place.”
Similarly, Talita Lacerda, COO of Ana Gaming (7K and Casino owner), highlighted the benefits of regulation and security: “Being present in the lay Store isn’t just about availability—it shows compliance with regulated market practice. It eliminates fraudulent versions and saves users.”
A Growing Market with New Standards
Over 200 official licenses have been issued to betting sites, as of mid-2025, costing R$30 million each for a five-year concession. Enforcement remains a challenge, though. Brazil’s regulators have closed over 11,000 unapproved sites already.
To assist consumers in identifying secure platforms, new regulations were implemented by the government: licensed operators must use the “.bet.br” domain, provide facial recognition to block minors, apply responsible gaming limits, and accept only payments through Pix or debit from verified accounts.
Economic Impact and the Role of Sports Sponsorship
With the average betting ticket at R$61 and over 90% of the deposits between R$100, the bet market in Brazil is enormous in volume, reaching up to R$30 billion in monthly transactions. Sport marketing owes it a large part. Betting houses sponsor several football clubs, including Santos, Vitória, Mirassol, and Fortaleza, these days.
Fábio Wolff from Wolff Sports thinks that there is a silver lining for national sports: “This is something that will ultimately benefit Brazilian sports. If the revenues are invested well, we can have more competitive leagues and tougher teams.”
Google’s policy shift represents a sea change in Brazil’s gaming market. With increasingly regulated operators embracing mobile, consumers benefit from greater security and convenience as the country moves toward a thriving, legal gaming market. With widespread adoption and more regulation, the future of online gaming in Brazil isn’t merely mobile—it’s safer
Source: GMB
