Google Now Allows Licensed Betting Operators to Publish Apps on Google Play in Brazil
On June 18, Google officially updated its policy, now allowing licensed betting operators in Brazil to list their apps on the Google Play Store and promote them via Google Ads.
What’s Changed in Google’s Policy for Brazil
As of June 18, 2025, licensed gambling operators in Brazil can not only publish their apps on Google Play but also advertise them through Google Ads. This marks a significant shift in Google’s policy, creating new marketing opportunities for regulated operators.
The update enables operators to:
- list their gambling apps on Google Play;
- advertise those apps using Google Ads;
- apply for certification, provided all required documentation is submitted.
Requirements for Gambling Operators
To be eligible for promoting apps, operators must meet the following criteria:
- hold a valid license issued by Brazil’s official gambling regulatory authority;
- provide clear evidence linking the app, license, and official website domain;
- include a visible, functional link on the official domain that directs users to the app’s listing on Google Play or the App Store;
- successfully complete Google’s certification program.
Approved Types of Gambling Activities
According to the updated policy, the following types of online gambling are eligible for promotion:
| Permitted Gambling Types | Requirements |
|---|---|
| Lotteries | Regulatory license required |
| Horse Racing | License and domain verification |
| Fixed-Odds Betting | Certification mandatory |
| Short Fantasy Tournaments | Must be published in an official app store |
Certification Process
Advertisers must complete a certification process to run ads. This includes submitting comprehensive details about the app and its associated license. Without certification, ads will not be approved on Google Ads.
The process involves:
- Preparing all required documentation, including the license, app details, and domain information;
- Completing the application form, which has been updated as of June 18, 2025;
- Publishing a working link to the app from the operator’s official registered domain.
All Eyes on Apple
The industry now awaits a similar move from Apple, which is under increasing pressure to allow licensed operators to list gambling apps in the App Store for Brazilian users.
Unlike Google, Apple has yet to update its policies to accommodate regulated gambling apps in Brazil.
What’s Next
As of June 18, 2025, licensed operators in Brazil have new opportunities to promote their apps through Google’s platforms. It’s crucial to strictly follow Google’s requirements to pass certification and unlock advertising tools.
The application form and detailed certification guidelines are available on Google’s official website. The updated rules are now in effect and apply to all new submissions.