The Apple App Store has finally opened its doors to sports betting and online casino apps in Brazil.
Although the announcement, made on 8 May, was treated as a regulatory update, its impact goes far beyond that. In practice, the arrival of apps on Apple’s App Store changes how brands will compete for user retention, frequency of use and space in the daily routines of Brazilian users.
Until recently, iPhone users accessed betting platforms mainly through browsers. Meanwhile, on Android, the landscape had already started to change after Google Play Store began accepting apps from licensed operators in Brazil. Now, with Apple and Google officially in the game, the battle between betting operators enters a new phase: the war for space on users’ smartphone home screens.
Mobile has become the main battleground for betting operators
The growth of mobile betting is not just a market perception; data already shows this very clearly. Surveys by Blask, a company specialising in data intelligence for iGaming, indicate that the main points of contact between users and betting brands occur in digital and mobile environments.
According to the data, 60 per cent of users say they discover or interact with iGaming brands through social media. YouTube comes next with 50 per cent, followed by online advertising at 45 per cent and internet searches at 40 per cent.
Perhaps the most interesting figure appears in mobile app notifications. Even before the full opening of the App Store, 20 per cent of respondents already identified mobile apps as a recurring point of contact with operators.
In an extremely competitive market, push notifications, quick access, biometric login and personalised experiences can make a direct difference in user retention.
Apple was the missing piece
Within the industry, there was a perception that while iOS remained closed, the Brazilian mobile market was still incomplete.
Android users were already able to download native betting apps, but on iPhone, the experience remained limited to browsers. Although many platforms have developed efficient mobile versions, apps almost always offer important advantages. The main advantage is frequency of engagement.
When an app occupies space on a smartphone’s home screen, the brand begins competing constantly for attention. An alert about odds, a flash promotion or a live event can bring users back within seconds. This is exactly what has transformed apps into strategic tools for global operators in recent years.
In addition, iPhone users are often viewed by the market as a premium segment, with greater purchasing power and higher average spending potential within platforms. For major operators, remaining outside the App Store meant giving up an extremely valuable share of the market.
Several studies on market and digital behaviour show that iPhone users tend, on average, to have higher incomes and to spend more on apps and digital services than Android users. There are even studies showing a relevant difference in average income between the groups. A survey cited in multiple market analyses points to an average annual income of US$53,000 among iPhone users, compared with around US$37,000 among Android users.
User behaviour has also changed
Blask data shows that sports betting remains the market’s main vertical, accounting for 70 per cent of user interest. Even so, other categories have been gaining ground within iGaming.
According to the survey, 50 per cent of users also use lottery products, while 45 per cent use live casino products. Esports and poker are tied at 40 per cent, showing how younger audiences are expanding their interests within the betting ecosystem. Even categories considered niche, such as virtual and fantasy sports, already show high participation.
This behaviour helps explain why operators are increasingly investing in complete app ecosystems. The objective is no longer just to offer sports betting: companies now want to transform apps into permanent entertainment hubs.
Big Tech companies have changed their view on gambling
For many years, Apple and Google maintained strict policies against gambling on their platforms. In several countries, betting apps were completely blocked or faced extremely restrictive rules. Concerns involved regulatory issues, reputational risks and exposure to illegal gambling activities. But the global landscape has changed.
With the expansion of regulated markets in the United States, Europe and Latin America, big tech companies began treating the betting sector differently. Instead of excluding the segment completely, companies started creating specific policies for authorised operators.
Brazil ultimately joined this global movement. Now, to be present on the Brazilian App Store, companies must prove they hold a valid federal licence issued by the Secretariat of Prizes and Betting (SPA).
In a statement released to developers, Apple said: “When submitting a new version of your app for review: include your licence information in the ‘App Review Information’ section in App Store Connect.”
The company also highlighted that apps must comply with rules on age restrictions, risk warnings and responsible gambling policies.
The battle for betting users is now taking place on smartphones
In recent years, operators mainly competed for space through sports sponsorships, aggressive marketing campaigns and social media presence. Now, an important part of this battle is taking place directly on users’ smartphones.
Whoever offers the best mobile experience will have an advantage. This involves speed, personalisation, fast payments, usability and even the quality of notifications sent to bettors.
At the same time, official entry into app stores strengthens regulated operators and makes it more difficult for unlicensed apps attempting to circulate outside official environments.
This article was first published in Portuguese on 12 May 2026.
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