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The “external offers” Programme for Android Apps is Described by Google Play in Europe

Google Play is getting an opt-in “external offers” programme for Android apps and games across phones, tablets, Wear OS, ChromeOS, and Android TV in order to comply with the Digital Markets Act (DMA) of the European Union.

Developers of applications published through Google Play can “lead users in the European Economic Area (EEA) outside the app, including to promote offers for in-app digital features and services” by using external offers.

Although “developers from other regions can enrol in the programme to target users in the EEA outside of the Play app,” these include Austria, Belgium, Bulgaria, Croatia, Republic of Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Iceland, Ireland, Italy, Latvia, Liechtenstein, Lithuania, Luxembourg, Malta, Netherlands, Norway, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, and Sweden.

Developers must adhere to a set of requirements, and a new cost system has been implemented.

For the first two years, there is an initial acquisition cost that is “5% for auto-renewing subscriptions and 10% for other offers of in-app digital features and services.” The purpose of this is to demonstrate the “value [Google] provided in facilitating the user’s initial acquisition through Play.”

Then there is the “7% for auto-renewing subscriptions and 17% for other offers of in-app digital features and services” ongoing service fee for using Google Play services. After two years, apps are free to quit using Play services:

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