Google Play is a global digital content store that makes it easy for more than 2.5 billion monthly users across 190+ markets worldwide to discover millions of high-quality apps, games, books, and more. We connect people looking for apps and games they’ll love with the businesses who build them. Our business model Our developer community Our recent news How Google Play delivers value We’ve continually invested in our platform and developed hundreds of distinct features and programs to meet the evolving needs of our users and support our developers at every phase of the app lifecycle. Security and privacy Building trust and keeping our users safe Tools and insights Helping developers build and grow Global app distribution Connecting users and developers around the world App monetization Enabling commercial success for developers of all sizes Offering choice to the Android ecosystem Developer education Guiding developers to grow their knowledge and skills Developer policies Protecting users while ensuring equitable policy enforcement Kids and Families Helping parents find safe and enriching content for kids Innovation with AI Building helpful tools for everyone powered by Google AI Building trust and keeping our users safe Everything we do has privacy, safety and security at its core. Play store app listings include a Data Safety section , which helps users evaluate an app’s safety before they install it. Our data deletion policy also empowers users with greater clarity and control over their in-app data. Our built-in malware protection, Google Play Protect , scans more than 200 billion Android apps per day, regardless of whether they were installed from Play or another app store. Helping developers to: Keep the ecosystem safe Engage & retain Helping developers build and grow Developers have access to the newest tools to help them build better apps and grow their businesses. They can run experiments and beta test their apps, optimize store listings, analyze user data, and utilize new AI-powered features. We know that actionable data is critical for developers to improve their user experience and grow their business. Play data helps developers understand the lifecycle of their app: from how it is discovered in the store, to how users engage with it, to what users are willing to pay for it. Helping developers to: Release & update Engage & retain Connecting users and developers around the world Google Play is one of many ways to distribute apps and games on Android to people around the world. We are continually improving our platform, which allows developers to easily reach up to 2.5 billion people in 190+ markets. We provide promotional opportunities and programs to help developers reach, retain, and re-engage global users, such as our Play Points rewards program, which has over 300 million enrolled members. We’re also investing in a multi-device ecosystem, extending Play to screens beyond phones, including tablets, wearables, Auto, and even PCs, to enable developers to reach users in new ways. Helping developers to: Release & update Engage & retain Enabling commercial success for developers of all sizes Developers have flexibility to choose a monetization model that best suits their app or game, including selling in-app items, subscriptions, or paid apps. Integrating Google Play’s billing system enables developers to monetize their apps in over 190 markets with our trusted and secure commerce platform. Play Commerce provides monetization tools, tax and compliance support, and the ability to seamlessly transact with an extensive payment method library that includes over 300 local forms of payment across more than 60 markets. It also enables users to track purchases, manage subscriptions, and apply parental controls, in addition to providing customer support services and performing fraud checks. Helping developers to: Keep the ecosystem safe Engage & retain Offering choice to the Android ecosystem Android is an operating system used by over 24,000 different device models. Developers can always distribute their apps to users a number of ways outside of Google Play. Users can install apps and games from multiple app stores and most Android devices ship with two or more app stores preloaded. Users can also “sideload” apps by downloading them directly from a developer’s website without going through Google Play or another Android app store. 80% of Android devices have at least one app installed outside of Play. 1 Helping developers to: Engage & retain Guiding developers to grow their knowledge and skills Google Play regularly shares best practices to build a successful app or game business and keeps developers updated on changes in our tools. The Google Play Academy is a free-of-charge e-learning platform for Google Play developers, business people, and marketers of Google Play apps and games. Over 200 courses are currently offered in 13 languages to anyone with a Google Account. Helping developers to: Keep the ecosystem safe Engage & retain Protecting users while ensuring equitable policy enforcement We’ve made it easier and clearer to comply with our developer policies , which help provide a safe and trusted experience for everyone. These policies include key protections against inappropriate content, privacy violations, and malware. They are generally updated quarterly to address new or evolving risks and developers usually have at least 30 days to make any necessary updates to their apps. After the grace period, if a developer violates any of our policies, their app is removed or suspended from the Play store. The developer is notified by email about the specific reasons for this action, provided with instructions on how to republish their app, and provided with instructions on how to appeal . Our developer policies apply equally to all apps distributed on Google Play, including Google’s own apps. Helping developers to: Keep the ecosystem safe Release & update Helping parents find safe and enriching content for kids We are committed to providing a safer and more positive environment for children and families. We help parents find enriching and entertaining content with our Kids tab on Google Play filled with Teacher Approved apps and games. We also empower parents to set healthy digital ground rules with Family Link parental controls. Our Google Play policies provide additional protections for children and families. These policies require that apps and games targeted to children have appropriate content, show ads suitable for children, and meet other requirements including ones related to personally identifiable information. Helping developers to: Keep the ecosystem safe Engage & retain Building helpful tools for everyone powered by Google AI We’re continuing to integrate the best of Google AI to supercharge our developers’ productivity and build helpful features for our users. We’re connecting our app and game businesses with AI tools that accelerate the developer experience like the ability to generate suggested store descriptions. And, we're leveraging the power of Gemini models for features like AI-generated app reviews and FAQs that make it easier for users to find what they're looking for. Helping developers to: Engage & retain Helping developers We continually invest in new features to support our developers at every phase of their journey from building and releasing apps to acquiring and engaging users. A model that works for app businesses of all sizes We invest heavily in our platform, our developers, and our user experience. We fund these investments in part through a service fee applied only when a developer on Google Play offers a paid app or sells in-app digital goods or services. We succeed when our developers succeed. We make money when developers make money, which aligns our incentives with developer incentives. As a result, this business model aligns our success with developer success and enables the Play and Android ecosystem to thrive. Low Service Fees No heavy upfront charges Industry-tailored programs Our service fee Our fees are the lowest among major app stores, and 99% of developers that pay a service fee are eligible for a fee of 15% or less. We understand that one-size-fits-all doesn’t apply to service fees as app and game businesses operate in different industries. For example, we’ve lowered fees for developers offering subscriptions in-app, now charging just 15% from day one. 97% of developers are not subject to a service fee 99% of developers that pay a service fee are eligible for a fee of 15% or less All Play developers are eligible to pay 15% on the first $1M in annual revenue earned, and that resets each year Google Play is a platform with extensive reach. developers grow their business on Google Play Of apps and games Active users on Google Play each month 2 Downloads on Google Play in the last year 2 Want the latest updates from Google Play? 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Q4 2025 Updates Q3 2025 Updates Q2 2025 Updates Our developers success stories Our global developer community is the heart of Play. We're constantly seeking ways to celebrate their successes and provide the resources they need to reach their full potential. “Google Play brought the world to us.” “The qualitative and quantitative feedback we receive from Google Play is helping us to build the right app for the people.” “Before, we had to go to Tokyo to do business. But we take advantage of Google Play, and we can make the application in the local area. Then ...” “Without Google Play, we wouldn't have the opportunity to connect on such a global scale.” “We have had downloads in over 130 countries. It's growing and growing, and it's super exciting.” Duolingo’s mission is to develop the best education in the world and make it universally available. By enabling distribution of their app to billions of users across the globe and across all socioeconomic levels, Google Play has helped Duolingo take steps toward their vision of reducing economic inequality through education. Watch the video Duolingo’s mission is to develop the best education in the world and make it universally available. By enabling distribution of their app to billions of users across the globe and across all socioeconomic levels, Google Play has helped Duolingo take steps toward their vision of reducing economic inequality through education. “Google Play brought the world to us” Dub Studio Productions helps millions of people around the world turn up the bass or lower the treble on their favorite songs. They created Music Volume EQ, an app that gives people control over the music on their phone with an equalizer, bass booster, and 3D virtualizer to simulate different acoustic environments. Dub Studio Productions is a family business. Watch the video Dub Studio Productions helps millions of people around the world turn up the bass or lower the treble on their favorite songs. They created Music Volume EQ, an app that gives people control over the music on their phone with an equalizer, bass booster, and 3D virtualizer to simulate different acoustic environments. Dub Studio Productions is a family business. Meditation app Headspace has invested in improving the quality of their Android app by using insights from Google Play Console. This effort has resulted in a new app design with refreshed content and structure, bringing an increase in the number of people using their app regularly and leaving positive feedback. Watch the video Meditation app Headspace has invested in improving the quality of their Android app by using insights from Google Play Console. This effort has resulted in a new app design with refreshed content and structure, bringing an increase in the number of people using their app regularly and leaving positive feedback. “The qualitative and quantitative feedback we receive from Google Play is helping us to build the right app for the people.” On Super, shop owners in rural areas can purchase wholesale items and resell to their local communities at more affordable prices. It has provided villagers with access to more nutritious food, built up a hyper local supply chain and improved the livelihoods of small shop owners and rural communities. Watch the video On Super, shop owners in rural areas can purchase wholesale items and resell to their local communities at more affordable prices. It has provided villagers with access to more nutritious food, built up a hyper local supply chain and improved the livelihoods of small shop owners and rural communities. “Before, we had to go to Tokyo to do business. But we take advantage of Google Play, and we can make the application in the local area. Then, we can expand this application all over the world.” After the 2011 Great East Japan Earthquake, YAMAP’s founder was inspired to bring people closer to nature and save lives. Despite having no programming experience, he and his team created a platform which enables mountaineers to safely check their location and share their climb activity logs, even when there’s no phone signal. The app has become very popular with climbers, who have also formed a YAMAP community. Watch the video After the 2011 Great East Japan Earthquake, YAMAP’s founder was inspired to bring people closer to nature and save lives. Despite having no programming experience, he and his team created a platform which enables mountaineers to safely check their location and share their climb activity logs, even when there’s no phone signal. The app has become very popular with climbers, who have also formed a YAMAP community. Taiwan-based company Seekrtech has used Google Play to reach over 25 million people with their app Forest Stay Focused. The app helps people take a break from their smartphones and focus on other activities, while growing virtual trees. The company then donates money to the Trees for Future organization to plant real trees. Watch the video Taiwan-based company Seekrtech has used Google Play to reach over 25 million people with their app Forest Stay Focused. The app helps people take a break from their smartphones and focus on other activities, while growing virtual trees. The company then donates money to the Trees for Future organization to plant real trees. We Spot Turtles “Without Google Play, we wouldn't have the opportunity to connect on such a global scale.” We Spot Turtles! allows snorkelers, divers, scientists, and citizens to upload pictures of sea turtles they spot along the coast, leveraging Al to identify each turtle species and individual. The information is then passed on to different conservation projects and can even be used to influence environmental legislation. Watch the video We Spot Turtles! allows snorkelers, divers, scientists, and citizens to upload pictures of sea turtles they spot along the coast, leveraging Al to identify each turtle species and individual. The information is then passed on to different conservation projects and can even be used to influence environmental legislation. Gametion Technologies, the developer of Ludo King, is an Indian business who have worked with the Google Play team to learn new design techniques, analytics, and marketing strategies. They’ve reached 600 million downloads worldwide, becoming one of the most played games in India. Watch the video Gametion Technologies, the developer of Ludo King, is an Indian business who have worked with the Google Play team to learn new design techniques, analytics, and marketing strategies. They’ve reached 600 million downloads worldwide, becoming one of the most played games in India. “We have had downloads in over 130 countries. It's growing and growing, and it's super exciting.” While there were plenty of other sporting apps for tracking activity and learning, the Ridely founders couldn't find similar apps for riding. Undaunted, the three enthusiasts quit their jobs and combined their experience in marketing, programming and economics to create Ridely, giving an online voice and training platform to the equestrian community. Watch the video While there were plenty of other sporting apps for tracking activity and learning, the Ridely founders couldn't find similar apps for riding. Undaunted, the three enthusiasts quit their jobs and combined their experience in marketing, programming and economics to create Ridely, giving an online voice and training platform to the equestrian community. After majoring in global warming during his mechanical engineering degree, Fujio went traveling and remembers finding garbage tucked between trees in a remote jungle. It sparked the idea for Pirika, meaning "beautiful" in the indigenous Ainu language. It's a litter picking app where people can upload photos of them disposing of waste, along with geotags to pinpoint problem areas. It's become a community effort with over 360 million pieces of trash collected worldwide. Watch the video After majoring in global warming during his mechanical engineering degree, Fujio went traveling and remembers finding garbage tucked between trees in a remote jungle. It sparked the idea for Pirika, meaning "beautiful" in the indigenous Ainu language. It's a litter picking app where people can upload photos of them disposing of waste, along with geotags to pinpoint problem areas. It's become a community effort with over 360 million pieces of trash collected worldwide. Our developer programs Google Play offers a range of global and regional programs to invest in our developer community. Many programs are also tailored to specific industries and business goals. Indie Games Accelerator The program teaches developers how to grow their businesses on Google Play through mentorship, workshops, and access to Google experts and top industry partners. “The feedback we received not only helped elevate the quality of our games but our whole approach to managing a games company effectively.” Google Play Policy Webinars Developers can gain a better understanding of Google Play policies, including content, advertising, and privacy guidelines, and get their questions answered by our policy experts. Discover the stories of people from all over the world building apps and games businesses on Google Play. Google Play Milestones From the beginning, we’ve continually invested in Google Play to meet the evolving needs of our users, developers, and the app ecosystem. Google Play Launch A single destination for a world of apps and entertainment. Today, Google Play has over 2.5B monthly users. Google Play Console A developer tool to streamline the app development process, helping developers manage and grow their businesses. Developer Publishing API Automation of tasks related to app distribution and management, such as updating apps and store listings. Store Listing Experiments An A/B testing platform to help developers optimize store listings and increase installs and retention. Google Play Protect Built-in malware protection to help keep devices, data, and apps safe. Today, GPP scans 200B+ Android apps a day. Google Play Academy Comprehensive training programs to help developers succeed on Google Play Google Play Points A loyalty program that rewards users for their game play. Today, Play Points has over 220M members enrolled. Google Play SDK Console A tool for SDK providers to improve SDK performance and security, and communicate directly with app developers. Google Play Games on PC A PC gaming platform to play thousands of mobile games on a bigger screen, with more controls and gameplay sync. Discover recent announcements from across Google Play impacting users, developers, and the app ecosystem. 6 Ways Google Play Helps Keep You Safe We recently highlighted some of the ways we protect our community and combat bad actors. These efforts ensure billions of users can confidently download apps from Google Play and empower developers to build thriving, secure businesses. Google’s economic impact in the U.S. in 2024 In 2024, Google services like Google Play helped provide $850 billion of economic activity for millions of American businesses, nonprofits, publishers, creators and developers. How we kept Google Play safe in 2024 In 2024, we continued to invest in more ways to protect our community and fight bad actors, so billions of users can trust the apps they download from Google Play and millions of developers can build thriving businesses. Google Play’s best apps and games of 2024 Announcing the winners of Google Play’s Best of 2024 awards, highlighting this year's most outstanding apps, games and books. Indie Games Fund recipients in Latin America Announcing the 10 indie games studios receiving a share of $2 million and hands-on support as a part of the Indie Games Fund 2024. More than a store: How Google Play is evolving Introducing new ways to discover apps and games, enjoy them across devices, earn rewards, and experience greater security and control. I/O 2024: What’s new in Google Play Our latest developments for apps and games, plus how we’re helping developers grow their businesses and reinforce trust with secure, high-quality experiences.