"These will be important mechanisms to ensure responsible gaming, including with regard to facial recognition," points out Bernardo Cavalcanti Freire, Founding Partner of BetLaw and Legal Consultant for the National Association of Games and Lotteries (ANJL).
According to experts, the availability of betting apps on the Google Play Store and Apple App Store will make it easier for users to access them. In addition to this new system, companies will need to include user identity verification and facial recognition technology, which increases security. "Regulation from 2025 onwards will allow us to operate in a safer environment, which will strengthen user confidence and open up new opportunities for interaction between companies and bettors," says Talita Lacerda, CEO of Bet7k.
According to Lacerda, in practice, the main change will be in the relationship with users. "This increases the trust and security associated with the direct download of apps from reliable global sources. This new process will directly impact the convenience and perception that users have of the sector, bringing companies closer to their audiences and signaling a movement towards professionalization and maturity in the Brazilian market," she says.
She also highlights the potential for personalization. "The possibility of personalizing the user's journey will become broader and more detailed with access to data, such as browsing habits and consumption patterns, in the app's own environment. We will be able to offer content, promotions and game options adapted to each bettor's profile, increasing user loyalty and engagement," Lacerda explains.
Only licensed 'Bets' will be free to advertise on Google
As soon as the ordinances in Brazil were released, Google announced that only betting houses licensed by the Ministry of Finance will be able to advertise and advertise on its platforms. Last week, Minister Fernando Haddad stated that this temporary suspension of the activities of unlicensed companies is an alternative to separate serious companies from those considered illegal.
"This measure merely anticipates something that Google and all media outlets should have done by January. It is a practical result of the Ordinance issued in September," points out José Francisco Manssur, a partner at CSMV Advogados, who served as a special advisor to the Executive Secretariat of the Ministry of Finance in 2023. Manssur was one of the main people responsible for leading the development of rules for the fixed-odds betting sector in Brazil.
For Ricardo Bianco Rosada, from brmkt.co, a strategy and business development consultancy, the measure adopted by Google is not a surprise, since about a year ago, the company opened up the possibility for companies to bring their licenses in order to promote ads.
"With the presentation of this documentation, companies could advertise on Google. It was very interesting for the market. It is a natural movement, which already occurs in regulated industries. Google always wants to work with partners and advertisers who are in line and in compliance with local regulations and laws," he points out. "This will give users who are going to search on Google the security of receiving results from companies that are on the path to regulation," he adds.
A new way to bet - and safely
For Gabriel Lopes, CTO of HiperBet, sponsor of the 2025 Paulistão, this new technology will represent a new stage in the lives of 'Bets' and users.
"Native applications bring faster interactions, an experience more adapted to mobile devices and open doors to innovations that were previously difficult to implement on a web page. It's more than having an app; it's about delivering something functional and convenient," he points out. In practice, for the customer, the main change is in trust. "When downloading an application directly from an official store, they know they are accessing a regulated platform, where the security of personal and financial data is a priority. This removes the barrier of distrust and makes all the difference in engagement."
Feliphe Almeida, CTO of Luck.bet, also corroborates the analysis. "This is extremely positive news for the sector. With official and licensed applications, bettors will have the guarantee that they will be in a safe environment, while companies will be able to work on new possibilities for interaction, further exploring the approach of betting as entertainment," he says.
Source: Exame
