Brazil's New Betting Market Faces Roadblock with Google's App Policy

Brazil’s newly minted regulated betting market is hitting an unexpected wall — and it's not from lawmakers or lobbyists. It's from Google.

Despite Brazil’s January 2025 launch of a fully legalized online betting sector, Google has stuck to its guns, maintaining strict restrictions on which gambling apps are allowed in its Play Store.

As of now, only lottery apps published by Caixa Econômica Federal and horse racing applications make the cut. Sports betting apps, even from licensed operators, remain locked out.

In a statement to Estadão earlier this month, Google doubled down:

“In Brazil, Google Play policies currently allow only a limited group of gambling apps, such as lottery apps published by Caixa Econômica Federal and horse racing apps. This policy remains unchanged. Any changes to our policies are carefully evaluated.”

Operators: "Seriously?" 

Needless to say, this isn't sitting well with betting operators who spent months (and millions) getting licensed, setting up local offices, and building compliant platforms under Brazil’s new rules.

Many are calling the situation absurd. According to industry group ABFS (Brazilian Betting and Fantasy Sports Association), Google’s policy directly undermines the government's efforts to steer users toward regulated, safer platforms.

The ABFS has now formally requested help from the Ministry of Finance to intervene. Their argument? Allowing regulated apps into official stores would not only boost the legal market but also push shady, offshore operators further into the shadows — a win-win for everyone who isn't running a dodgy website from a mystery island.

Meanwhile, in iPhone Land... 

While Android users are left juggling awkward browser downloads and APKs, iOS users are (mostly) cruising. Apple hasn't made a big fuss, but sports betting apps are quietly popping up in Brazil’s App Store.

No official statement from Cupertino yet, but their "less noise, more action" approach is giving them a quiet edge in this high-stakes standoff.

Bigger Picture: Brazil's Betting Boom (and Problems)

Brazil is having a moment with betting — and not always the good kind. The rapid expansion of gambling has already raised concerns about addiction and unregulated growth.

Authorities recently warned they may suspend betting firms that failed to request authorization properly, citing a "gambling pandemic."

Other reports, like one from the Financial Times, hint that Brazil’s gambling boom could stress the broader economy if left unchecked.

Meanwhile, AP News highlighted the growing issue of sports betting addiction, especially among young people.

Where Things Stand

For now, Brazilian betting companies are stuck in a strange limbo: they’re legal, they’re licensed, and yet, they’re invisible on the country’s biggest mobile platform.

Unless Google softens its stance or the government throws its weight around, Brazil’s regulated betting sector could remain hobbled at a critical time.

Stay tuned. If Brazilian regulators have shown anything so far, it's that they're not shy about flexing muscle when tech giants get in the way.