To offer services locally and run ads on Google Ads, betting companies must prove they are licensed by the Secretariat of Prizes and Betting (SPA) of Brazil's Ministry of Finance. Sports betting, lotteries, horse racing, and other related games are permitted.
“The launch of legal sports betting apps for mobile phones is a positive step toward expanding the responsible market. It’s a measure that helps fight illegal companies, since only regulated operators can have their apps available on the Play Store,” says Bernardo Cavalcanti Freire, partner at Betlaw, a law firm specialized in the betting sector.
According to SimilarWeb data, in 2025, sports betting platforms rank second in internet traffic in Brazil. Betting companies have surpassed tech giants like Facebook, YouTube, WhatsApp, and X (formerly Twitter), trailing only Google, which records 4.9 billion visits.
“The launch of apps by regulated companies is a significant advancement for the betting sector in Brazil. It’s an important step for market players, as it should help attract an even larger audience and improve the experience for customers already engaged in these services in the country,” says Alex Rose, CEO of InPlaySoft, an international company that develops platforms for casino and sports betting operators.
In May 2025, betting sites in Brazil surpassed 2.7 billion visits. Overall, more than 68 million daily visits were recorded on these platforms. When betting regulation took effect in January this year, daily visits stood at 55 million.
Approximately 67% of sports betting consumers access betting sites directly by typing the URL into the browser, bypassing search engines and social media. Organic searches account for about 14% of traffic to betting companies.
Brands like 7K, sponsor of Santos, Vitória, and Mirassol, and Cassino, sponsor of Fortaleza, also recently launched their apps on Google Play. According to Talita Lacerda, COO of Ana Gaming — the group that manages these two companies — having the apps in the official store is a strategic advancement in security, regulation, and user experience.
“Being on the Play Store goes beyond convenience. It’s a move aligned with regulated market guidelines, ensuring customers a safe, verified, and compliant environment. Google’s new policy is a game-changer for the industry — and serious companies like Ana Gaming Group are ready to lead this new phase,” the executive states.
Talita also emphasizes the initiative’s role in combating the illegal market. “The official app is a direct barrier against unauthorized versions, clones, and fraudulent practices. When users download our app from the official store, they can be sure their data, account, and experience are protected. We remain committed to providing safe, responsible entertainment fully compliant with current regulations,” she concludes.
Currently, more than 200 sites are regulated in Brazil. To obtain the authorization seal, companies had to pay a fee of R$30 million (US$5.4m) - valid for five years - to the Brazilian government. Over 11,000 illegal sites have already been taken down by national authorities, but tackling unregulated betting operators remains a challenge.
To help the public identify safe sites, the government implemented clear criteria: regulated companies must use the “.bet.br” domain, implement facial recognition to prevent access by minors under 18, set limits on financial losses, and allow transactions only via Pix or direct debit from the account holder.
In this context, EstrelaBet chose to listen to players to understand how to integrate all services — games, payments, customer support, and security — seamlessly into a complete app.
Before the official launch, the Brazilian gaming tech company conducted several tests to ensure the new product combined all platform features into a light, simple, and intuitive interface. The app offers access to all of the company’s entertainment options, including thousands of daily sports events, casino games, and live broadcasts of various sports.
“The app materializes our vision of innovation in service to the player. It’s one of the projects that show how we leverage technology to deliver quality, safe, and responsible entertainment. We want to be where our audience is, offering a solid, simple, intuitive experience that works instantly,” says João Gerçossimo, CEO of EstrelaBet.
With strong investment in sports marketing and consistent presence in influencer content, the average ticket on sports betting platforms is R$61 (US$11), with over 90% of deposits under R$100 (US$18), and less than 1% of transactions exceeding R$1,000 (US$180). In total, operators move an average of R$30 billion (US$5.4bn) per month.
“The release of sports betting apps on Google for mobile devices contributes to expanding the betting market in the country. Given the partnerships between major Brazilian football clubs and betting companies, I believe this measure will directly or indirectly benefit national sports. If the funds are invested properly, we are likely to see increasingly competitive tournaments and teams,” concludes Fábio Wolff, managing partner at Wolff Sports.
Source: GMB
