Google is refreshing its Play store with new player profile, community and AI features – most notably a Gemini-powered ‘Sidekick’.
The Google Play team demoed the new features to selected press last week, and also took questions about the new features, which will begin rolling out in major markets this week.
We also asked Google about the mounting pressure on the 30% cut the tech giant takes on all IAPs. Here’s what we asked and how they responded:
Q: The overwhelming thing I hear from game developers is that the 30% cut of IAPs is too high. So have you discussed reducing it, especially given the regulatory pressure on digital gatekeepers from various governments around the world?
A: Thanks for the question, Neil, my focus today is really on the exciting features that we have launched today. Our PR team can get you an answer to that and connect to the right person.
Google’s PR team has not yet offered a response but we will update this article with their comments if or when it does provide one.
[UPDATE: A Google spokesperson sent us this statement on its cut of IAPs: “Google Play’s service fee is the lowest among major app stores, with 99% of developers paying 15% or less. This is a sensible model – we make money only when a developer does, so our success is aligned with theirs and we are incentivized to continually improve the platform for developers.”]
We also asked whether developers could opt out of the new features, as most top game developers are very focused on product page conversion, and these new features may get in the way. Google said this varies feature by feature, and that developers should take a look in their Google Play Console for more information.
The new-look Google Play store promises better discoverability with a new, personalised ‘You’ tab, which learns about your interests and offers recommendations, discounts and in-game events plus relevant community videos from YouTube.
There’s also AI-driven search and more detail on store product pages. Users can also ask Gemini questions about any given app or game from the product page itself in certain major markets.
Google Play Games’ new player profiles can be shared publicly, work across PC and mobile and include streaks, achievements and AI-generated avatars. You can also ‘follow’ friends and other players with similar interests.
The Play Store’s recommendations are also being pushed harder, and players can now ‘follow’ the game genres they like best. Product pages will now show in-game events and some titles will also host community posts, where players can ask the developer and other players questions.
Competitive tournaments, called Play Games Leagues, are also being introduced, firstly within Subway Surfers and later in other popular titles.
In the demo we were shown, a new overlay tab was ever-present at the side of the screen during gameplay, in this case The Battle of Polytopia. It can be pulled open to access things like your profile, Play Points credit, achievements plus the ability to take screengrabs and record gameplay footage.
The demo later showed off the Gemini-powered ‘Sidekick’ feature, where players can converse with the AI assistant to get gameplay tips and tricks. A ‘Game Tips’ feature will also generate text-based hints for use in some games. EA and Netmarble has partnered with Google to debut the features in FC Mobile, Star Wars Galaxy of Heroes and Solo Leveling: Arise.
