Brazil’s Secretariat of Prizes and Bets has released new details on the requirements for the country’s national gambling self-exclusion program.
Setting up the system has...
iGaming Brazil 2025: What’s Happening Behind the Scenes?
While Brazil confidently stepped into 2025 hoping to claim the headline of “no more unlicensed operations”, the reality has been far more complex. Now, with 2026 approaching, one question dominates the conversation: who will finally take control of iGaming Brazil? Keep this question in mind as we take a closer look.
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iGaming market in Brazil: Overview
If you thought Brazil was only active on the football pitch or at Carnival, think again. The country is making just as much noise in iGaming. Brazil has had one of the most dynamic and complex iGaming markets in LatAm. As a result, after years of delays and debates, new regulations targeting licensing, taxation, and player protection finally came into effect on January 1, 2025. However, even with the law in place, the market is split.
A study by LCA Consultores and Instituto Locomotiva, supported by the Brazilian Institute for Responsible Gaming (IBJR), found that 41% to 51% of Brazil’s online betting market still operates illegally. So, this means that while licensed operators are investing in technology, compliance, and responsible gaming tools to build trust in the market, provide safer gambling experiences, and drive gambling traffic in Brazil, illegal platforms continue to run the show and steal that traffic with the help of marketing and social media influencers.
Why does illegal iGaming in Brazil keep growing?
So, why do players keep betting illegally when regulation is already in place? The answer is simple: confusion and accessibility.
The same Instituto Locomotiva study found that 78% of bettors have trouble telling legal and illegal sites apart, and 72% admit they don’t always check whether a platform is licensed. Nearly half discovered only later that they’d deposited money on fake or irregular sites.
Illegal operators have mastered the art of camouflage. They use similar domain names, switch URLs frequently, and rely on influencer marketing to reach audiences that trust them. Social media, especially TikTok and Instagram, has become the new casino floor, where delicious promises of “quick wins” drown out warnings about fraud or addiction.
Culturally, gambling in Brazil is deeply tied to football, and unlicensed platforms take full advantage of this national passion. During major matches, these operators flood feeds with real-time odds and bonus offers that feel too good to be true and often are.
In short, illegal gambling remains the brightest and riskiest segment of the entire Brazilian iGaming carnival.
iGaming Brazil in 2025: What you should know
As we have already seen, 2025 has been a rollercoaster year for iGaming in Brazil. While regulation brought hope for a safer and more transparent market, players and operators still face challenges. Here are some of the biggest updates from 2025 so far:
Google Ads policy update for iGaming Brazil
Starting January 1, 2025, only licensed gambling and betting operators are allowed to run ads on Google in Brazil. Operators must provide a valid license from the Ministry of Finance to continue advertising.
Read more: New tightened gambling advertisements policy for Google in Brazil
YouTube restrictions on gambling ads for Brazil
The Ministry of Sports has requested the Ministry of Justice to take action against misleading gambling advertisements on YouTube, particularly those involving influencers who promote illegal platforms.
Read more: No more deceptive gambling advertisements on Brazilian YouTube
Football betting ban proposal
After coming up with the idea to limit betting ads on TV, Senator Eduardo Girão has called for a ban on betting in Brazilian football, citing concerns over addiction to the sport.
Read more: Brazil considers a potential ban on football betting
No more national symbols
Starting February 2025, new regulations prohibit the use of national symbols, currency symbols, and banknotes or coins in Brazilian gambling advertisements to prevent misleading promotions.
Read more: No national symbols in gambling ads
New geolocation system for state lotteries
The Brazilian government has implemented a new geolocation system against the Rio de Janeiro State Lottery to ensure compliance with regional regulations and prevent unauthorized access.
Read more: Brazil implements new geolocation system
What’s next for iGaming in Brazil?
The big picture is clear. iGaming in Brazil has huge potential, but regulation and education are still trying to catch up. By the end of 2025, control of iGaming Brazil is likely to favour those who can combine technology, trust, and compliance, offering a reliable and engaging experience for players while quickly adapting to this growing market.
Operators and affiliates exploring opportunities for iGaming Affiliate Marketing in LATAM can join industry leaders by attending AffPapa’s premier conference dedicated to the LatAm region, the iGaming Club Conference Cancun.
iGaming Brazil 2025: FAQs
Is online gambling legal in Brazil?
As of January 1, 2025, online betting and iGaming are regulated under federal law. Operators must hold a valid license from the Ministry of Finance to operate legally.
What types of iGaming are allowed in Brazil?
Licensed operators can offer sports betting, online casino games, lotteries, and poker platforms. Each activity must comply with regulatory and tax requirements.
What protections exist for iGaming fans in Brazil?
Licensed platforms are required to implement responsible gaming tools, including deposit limits, self-exclusion options, and fraud prevention measures. The IBJR (Brazilian Institute for Responsible Gaming) supports player education and safety initiatives.
Brazil's newly appointed Minister of the General Secretariat of the Presidency, Guilherme Boulos, spoke out in support of the government’s proposal of a tax increase for...
