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Google Play

Simplifying our Play Store policies on gamified loyalty programs

Google Play is a vibrant platform where developers are constantly innovating to delight users and address emerging needs. Striking the right balance between developer creativity and user trust is critical to building a thriving ecosystem that enables these innovative solutions to become successful businesses. We accomplish this balance through a set of policies that are regularly reviewed and revised, to ensure that we do right by both developers and users.

App developers in India are actively building uniquely Indian features and services.  One example is the use of mini games, quizzes and other gamification techniques to delight users and convert them into loyal customers. These experiences are often launched during important festivals and sporting events, and getting it right within the specific time window is critically important. This is one of the things we discussed when we spoke to several startup CEOs in India and around the world in the past few months. And, as part of the very first policy update of 2021 we are clarifying and simplifying the policies around loyalty programs and features.

Based on feedback from developers globally, we have updated our policy guidance on gamified loyalty programs that are based on a qualified monetary transaction in the app and offer prizes of cash or other real-world value.

The update provides more clarity on policy requirements for loyalty program disclosures and features. It is designed to safeguard users and optimize the developer experience. For example, the policy provides updated guidance on the use of features such as a spin-the-wheel experience, a guessing game, or a 1:1 points redemption to drive loyalty. See the Play Policy Center for more details.

While we do not allow Real Money Gambling apps on the Play Store in India, we remain committed to engaging with industry and government bodies as they deliberate on measures that will best support this industry.

Today we are also launching a web resource called How Google Play Works – a repository of useful information and best practices to enable developers to continue delivering innovative and secure apps and games to people around the world. It also contains India-specific details on programs that local developers can leverage to find success and scale. For users, this site helps to demystify key aspects of the Google Play platform, and explains how user security and protection remains at the heart of everything we do.

As India’s digital ecosystem continues its exponential growth, we consider ourselves fortunate to play a part in its success. We are committed to enabling a trusted ecosystem and being responsive to the needs of India’s entrepreneurs as they build innovative and engaging experiences for consumers around the world.