According to iGaming Brazil, a large media agency in the region, 98.7% of the country’s players visit legal bookmaker platforms from portable devices. This significant increase in mobile traffic is due to changes in Google’s gambling policy in the state.
Expansion of the Brazilian Betting Vertical
Since June 2025, licensed companies that have received special approval from the local Ministry of Finance can publish their wagering applications on the Play Store. Niche representatives immediately took advantage of the new promotion channel.
Among the first to appear on Google’s service were the following brands:
- Betano;
- Superbet;
- EstrelaBet;
- Betnacional;
- Aposta Ganha.
The main feature of the platforms is the transparency of each transaction. Control over compliance with this condition is carried out at the state level.
First Results of the Updated Policy
In just one month of work in the expanded format, Brazilian operators achieved a record level of traffic, with over 173 million users, which is almost 80% of the population. The overall number of visits has reached 2.12 billion. Most of them were direct: players entered the website or app name in the search bar or opened previously saved bookmarks in the browser.
The change in Google’s policy also affected the duration of customers' presence on platforms. The average session time in May was 14 minutes, whereas in February, this parameter accounted for 13 minutes. Approximately 77% of visitors viewed not only the main page but also other sections of the wagering portals.
Requirements for Brazil’s Operators
To continue promoting gaming products on Google Play, entrepreneurs must adhere to several crucial rules.
These are the following obligations:
- work only with adults over 18;
- accepting bets exclusively in the state;
- a clearly visible and legible adults-only mark on all content;
- compliance with all government recommendations for responsible gambling.
The reason for updating the policy was the introduction of a sustainable centralised system for regulating the wagering segment in the country. Google’s specialists intend to support the Brazilian government in every way to create a safe and secure environment for sportsbook applications. Currently, approximately 160 niche operators are registered in the jurisdiction.
Expert Opinion on the Situation in the State
Analysts from the news outlet G GATE MEDIA noted that the launch of legal betting products on Google Play is a huge step forward in the development of Brazil’s regulated market. Licensed companies now have a real advantage over offshore competitors.
The first results were not long in coming. According to the specialists, in just a month, over 95% of players became clients of proven iGaming brands with a state certification.
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