Google has announced a major shift in its Play Store rules and developer fees for the European Economic Area (EEA), taking effect on 20 August 2025. This update comes as part of its compliance with the EU’s Digital Markets Act (DMA), a regulation designed to create fairer competition across digital markets. At first glance, the changes promise developers more freedom, especially in how they distribute apps and handle payments. But many industry voices argue the overhaul simply trades old restrictions for new costs, raising questions about whether it truly levels the playing field.

One of the biggest shifts is Google’s introduction of a new external linking program. Developers will now be able to direct users outside of the Play Store to complete transactions through browsers, other app stores, or even directly on their own websites. Later in the year, this will expand further, allowing apps to link directly to downloads hosted outside Google Play. This is a rare move for a company that has historically kept tight control over app distribution. Yet the freedom comes with conditions. To protect users, Google will trigger warning screens the first time a person clicks an external link, and both the apps and their linked destinations will undergo security reviews before approval.

Alongside distribution, the new fee model is drawing even more attention. Google has reduced its acquisition fee to 3% for the first six months after installation, but it has introduced a mandatory service fee for developers who manage their own payment systems. Under Tier 1, which covers essentials like app reviews and malware scanning, Google takes a 10% share of external transactions. Tier 2, which is optional, offers better app visibility with placement in search results and discovery sections, but requires an additional 10% cut of in-app purchases and 3% for subscriptions. For direct app downloads hosted outside the Play Store, the model shifts again. Instead of revenue-sharing, developers face a per-install cost. In Germany and Ireland, for example, Tier 1 is priced at €0.90 per app install and €0.95 per game, with Tier 2 doubling the cost.

Unsurprisingly, this structure has been met with criticism. Epic Games CEO Tim Sweeney, a long-standing critic of app store policies, labeled the move a “malicious compliance effort” that undermines competition. He argues that mandatory “junk fees” and limited visibility go against the DMA’s core purpose, which is to create a fairer and more competitive ecosystem for developers.

For businesses, this policy shift highlights the growing need to diversify their digital strategies rather than relying solely on app store ecosystems. Startups and enterprises alike must ensure that their products and services remain accessible across multiple platforms, which makes strong web development essential. With direct app downloads gaining more weight, investing in seamless mobile app development becomes equally critical. At the same time, visibility will increasingly depend on effective digital marketing strategies and impactful creative services that help brands connect with users even when marketplace visibility is limited or costly.

Ultimately, Google’s new Play Store policies create both opportunities and challenges. Developers now enjoy more flexibility in how they distribute apps and process payments, but the accompanying fees and conditions may limit the benefits. For businesses, the message is clear success depends on building strong, diversified digital touchpoints and leveraging the right technology and marketing solutions to thrive beyond the app store.