Google Play Store wants to shift from a quick purchase to an active destination

Enlarge / I like the idea of ​​clicking on the boxes for “Real”, “MMORPG” and “Word” to see what comes back.

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Google Play is so full of features that it might be too much for someone who just wants to install a few apps. If that sounds like you, you might be a little confused by the “next chapter of Google Play,” which Google wants to make it “more than just a store.” Or you might start thinking about how to incorporate Play Points into future Pixel phones.

“New ways to play” on Google Play.

In a blog post titled “The Evolution of Google Play,” Sam Bright, VP and General Manager of Google Play, outlined some of the big changes coming to Google Play.

AI-generated app reviews and summaries, and app comparisons Interest-based “curated spaces” that show app content related to one thing, like cricket or Japanese manga Game recommendations based on genres and features you select. With Google Play Games on PC, you can pick up where you left off in games you played on mobile, and soon you'll be able to play multiple titles simultaneously on desktop Diamond, Platinum and Gold level Play Points enthusiasts can earn rewards on Pixel devices, Razer gaming products, other gear, and more games and access.

These are upgrades to existing Play features. The big new feature is Collections, which, like “Curated Spaces,” take content from apps you've already installed and organize it into broad categories. In Google's animated example, we found “Watch,” “Listen,” “Read,” “Gaming,” “Social,” “Shopping,” and “Food.” In Settings, you can toggle which individual apps feed into Collections.

Given the timing of yesterday's announcement about third-party cookies, it's hard not to notice a new focus from Google Play on encouraging users to proactively express interest in specific topics and shop within a fully Googled space. The connection may not be immediately obvious, but bear with me.

The Play Store remains contractually installed on the majority of Android devices, but competition and change may be on the way following Google's antitrust loss to Epic and proposed remedies that Google strongly dislikes. Meanwhile, the Play Store and Google are under investigation for allegedly not complying with new regulations, such as allowing developers to inform customers of payment options outside the store.

As the tide shifts against tracking users across apps, websites, and stores, and the Play Store is no longer required to browse or buy apps, it's in Google's interest to be proactive about what users want to see more of on their phone screens. This is synonymous with what Chrome is doing with its Privacy Sandbox and “Topics” that can be flagged to advertisers. Google's new Play experience video suggests it will “transform the ocean of apps into a world of discovery.” The “What are you interested in?” prompt works for parties at both ends of the Google Play space.

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