App monetization

Google states in its Developer Policy Center that "Google Play supports a variety of monetization strategies to benefit developers and users, including paid distribution, in-app products, subscriptions, and ad-based models", and requires developers to comply with the policies in order to "ensure the best user experience". It requires that developers charging for apps and downloads through Google Play must use Google Play's payment system. In-app purchases unlocking additional app functionality must also use the Google Play payment system, except in cases where the purchase "is solely for physical products" or "is for digital content that may be consumed outside of the app itself (e.g. songs that can be played on other music players)." Support for paid applications was introduced on February 13, 2009 for developers in the United States and the United Kingdom, with support expanded to an additional 29 countries on September 30, 2010. The in-app billing system was originally introduced in March 2011. All developers on Google Play are required to feature a physical address on the app's page in Google Play, a requirement established in September 2014.

In February 2017, Google announced that it would let developers set sales for their apps, with the original price struck out and a banner underneath informing users when the sale ends. Google also announced that it had made changes to its algorithms to promote games based on user engagement and not just downloads. Finally, it announced new editorial pages for what it considers "optimal gaming experiences on Android", further promoting and curating games.

Payment methods

Google allows users to purchase content with credit or debit cards, carrier billing, gift cards, or through PayPal. Google began rolling out carrier billing for purchases in May 2012, followed by support for PayPal in May 2014.

Gift cards

The rumor of Google Play gift cards started circulating online in August 2012 after references to it were discovered by Android Police in the 3.8.15 version update of the Play Store Android app. Soon after, images of the gift cards started to leak, and on August 21, 2012 they were made official by Google and rolled out over the next few weeks.

As of April 2017 Google Play gift cards are available in the following countries: Australia, Austria, Belgium, Brazil, Canada, Denmark, Finland, France, Germany, Greece, Hong Kong, India, Indonesia, Ireland, Italy, Japan, Malaysia, Mexico, Netherlands, New Zealand, Norway, Poland, Portugal, Saudi Arabia, Singapore, South Africa, South Korea, Spain, Sweden, Switzerland, Thailand, Turkey, the United Kingdom and the United States.

Subscriptions

Google introduced in-app subscriptions to Google Play in May 2012. In June 2016, some sources reported that Google announced that subscriptions charged through Google Play would now split the revenue 85/15, where developers receive 85% of revenue and Google takes 15%, a change from the traditional 70/30 split in years prior. The move followed Apple's then-recently announced change of the same model, although commentators were quick to point out that while Apple grants the 85/15 revenue share after one year of active subscriptions, Google's subscription change takes effect immediately. As of January 1, 2018, the transaction fee for subscription products decreased to 15% for any subscribers developers retain after 12 paid months, establishing that, unlike what sources were reporting, Google is using the same model as Apple with in-app subscriptions on the App Store.