The process of regulating betting houses in Brazil will soon gain a new 'chapter', with the arrival of betting apps through platforms like Google Store and Apple Store. For companies duly licensed to operate in the country, with authorization from the Federal Government, downloads will be available from January 1, 2025, when the law officially comes into effect.
For companies duly authorized to operate in the country, with authorization from the Federal Government, downloads will be available from January 1, 2025, when the law officially comes into effect.
"Important mechanisms to ensure responsible gaming, including facial recognition", points out Bernardo Cavalcanti Freire, founding partner of BetLaw and legal consultant of the National Association of Games and Lotteries (ANJL).
According to experts, the availability of betting apps on Google Play Store and Apple App Store will bring ease of access to users. Along with this new system, companies will need to include user identity verification and facial recognition technology, which increases security.
"Regulation from 2025 will allow us to operate within a safer environment, which will strengthen user confidence and open new opportunities for interaction between companies and bettors", says Talita Lacerda, CEO of Bet7k.
According to her, in practice, the main change will be in the relationship with users. "This expands the trust and security associated with direct downloading of apps from reliable global sources. This new process will directly impact the convenience and perception users have about the sector, bringing companies closer to their audiences and signaling a movement of professionalization and maturation of the Brazilian market", she states.
She also highlights the potential for personalization. "The possibility to personalize the user journey will become broader and more detailed with access to data, such as browsing habits and consumption patterns within the app environment. We will be able to offer content, promotions, and gaming options tailored to each bettor's profile, increasing user loyalty and engagement", she explains.
Only licensed bets will be free to advertise on Google
As soon as the ordinances in Brazil were announced, Google announced that only licensed betting houses in the Ministry of Finance will be able to advertise and promote on its platforms. Last week, Minister Fernando Haddad stated that this temporary suspension of activities of unlicensed companies is an alternative to separate serious companies from those considered illegal.
"This measure just anticipates something that Google and all media should do until January. It is a practical result of the September Ordinance", points out José Francisco Manssur, partner at CSMV Lawyers, who served as special advisor to the Executive Secretariat of the Ministry of Finance, in 2023. Manssur was one of the main responsible for being at the forefront of drafting the rules for the fixed quota 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 the possibility for companies to bring their licenses to be able to promote the 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 be with partners and advertisers who are in line and compliance with local regulation and laws", he points out. "This will give security to users who are going to search on Google, to deliver a result of companies that are on the path of regulation", he adds.
New way to bet - and with safety
For Gabriel Lopes, CTO of HiperBet, sponsor of Paulistão 2025, this new technology will represent a new stage in the life of bets and users.
"Native apps bring faster interactions, an experience more adjusted to mobile devices, and open doors to innovations that were 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. "By downloading an app 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".
Who also corroborates the analyses is Feliphe Almeida, CTO of Luck.bet. "It's an extremely positive novelty for the sector. With official and licensed apps, bettors will have the assurance that they are in a safe environment, while companies will be able to work on new possibilities for interaction, exploring even more the approach of betting as entertainment", he says.
Source: Exame
