An Epic Shift for Android: What Google’s New Play Store Rules Mean for Game Publishers

Did Google really “kill” the 30% app store fee? Not exactly. But it has restructured Google Play fees and, in doing so, reshaped how Android commerce will work.

Following a global settlement with Epic Games, Google announced a series of major changes to the Android ecosystem on 4 March 2026. The updates introduce more billing flexibility, lower Play Store fees, and a new program designed to make third-party app stores easier to install.

For game publishers, this is about more than a fee change. Android is opening up new possibilities for direct player relationships and more diverse gaming commerce, and it will be front and center at the Game Developers Conference (GDC) in San Francisco next week.

Coda’s Cheat Sheet

Here’s what publishers need to know:

• Google is restructuring the traditional 30% Play Store commission into a tiered fee model: 
  • 20% service fee on in-app purchases for new installs, and 25% for existing installs.
  • 15% service fees for developers participating in Google’s Apps Experience programs, applicable for new installs, and 20% for existing installs.
  • 10% service fee on auto-renewing subscriptions. In the US, Google also says the first US$1M of annual developer earnings will be charged at 10%.
  • A separate 5% billing fee (in the US, UK, and EEA) applies if developers use Google Play Billing.
• Link outs are allowed, but fees apply:
  • A 20% service fee applies to purchases completed within 24 hours of clicking an in-app link (e.g., to a web store)
• Developers can now use their own billing systems alongside Google Play Billing
• Google is launching an optional Registered App Stores program that makes installing approved third-party app stores easier on Android devices
• In the US, developers can currently use alternative billing systems without platform fees under the Epic v. Google injunction, pending further rulings following a key hearing on 9 April 2026.

The rollout begins 30 June 2026 in the US, UK, and EU, followed by Australia in September, Japan and Korea in December, and the rest of the world through 2027.

Unpacking Google Play’s New Fees

Here’s a snapshot of how Google is changing how the Play Store fees:

More Flexibility in Payments

Developers can now use their own billing systems alongside Google Play Billing and guide players outside the app to complete purchases on their own websites. Transactions completed within 24 hours of an in-app link-out carry a 20% service fee.

For publishers, this opens up more flexibility in how purchase journeys are designed. In-game experiences can now connect more directly with web stores and other out-of-app commerce channels, creating stronger direct-to-consumer relationships.

Easier Installation for Third-Party App Stores

Google’s new Registered App Stores program will allow third-party app stores that meet Google’s safety and quality requirements to benefit from a simpler installation process on Android devices.

Participating stores must meet Google’s standards, but the process will reduce friction for sideloading. Google expects the program to launch with a major Android release later in 2026.

Fortnite Returns to Google Play

Epic Games CEO Tim Sweeney has confirmed that Fortnite will return to Google Play globally.

Fortnight was removed from mobile app stores in 2020 after Epic challenged platform payment rules, triggering years of legal battles that reshaped the debate around app store economics.

Its return signals a reset between Epic and Google and reflects a broader shift in the Android ecosystem. For game publishers, it is another sign that mobile commerce is opening up.

But Wait, Things Are Still Evolving in the US

One important detail remains. The current Epic vs. Google court injunction in the United States is still in effect. Under that injunction, developers can use alternative billing systems without platform fees. Google and Epic have proposed replacing that framework with the new global model, but the court has not yet approved the change. A key hearing is scheduled for 9 April 2026. Until then, the existing rules remain in place in the United States.

What This Means for Game Publishers

The direction is clear. Mobile platforms are opening up, giving publishers more control over how they monetize their games.

For publishers, direct-to-consumer commerce is becoming a core revenue strategy. Web stores and link-outs are no longer optional. They create new revenue streams beyond the app store. They allow publishers to run more flexible promotions, improve conversion, capture valuable player data, and retain a larger share of each transaction. The ability to guide players from the game to these purchase channels makes them even more powerful.

Why This Matters Ahead of GDC

As the industry gathers at GDC in San Francisco next week, mobile monetization is entering a new phase. App stores remain critical for discovery and distribution, but they are no longer the only path to revenue. Publishers are increasingly combining app store reach with direct commerce channels, such as web stores, alternative payment methods, and external purchase journeys.

Choose Coda as Your Gaming Revenue Engine

Google’s latest policy changes are a step toward a more open mobile ecosystem. But even under the new structure, developers still face up to a 25% platform fee in key markets when using Google Play Billing.

For publishers looking to grow margins and strengthen direct player relationships, out-of-app monetization remains one of the most powerful opportunities in mobile gaming. Coda’s solutions help developers capture significantly more revenue than the new Play Store fee model while building direct-to-player commerce channels.

In the US, where the current court injunction allows alternative billing with no platform fee, the opportunity is even greater. Publishers can guide players to web stores without link-out fees while establishing long-term direct commerce channels. Coda Links helps publishers capture this opportunity by driving web store traffic through live ops and in-game promotions.

Coda works with the biggest names in gaming to drive incremental revenue through out-of-app commerce. We combine global infrastructure with deep local expertise, helping publishers monetize players wherever they are. With Coda Webstores, publishers can launch fully optimized, white-label storefronts and sell in-game content directly to players faster and more efficiently. Behind the scenes, Codapay connects games to more than 400 local payment methods worldwide. Codashop and Coda’s marketplace network enable players to purchase and top up digital content easily and securely, while Coda Links guide players from in-game experiences to external purchase journeys.

Following the acquisition of Recharge, Coda’s distribution footprint has expanded further. Publishers can now reach millions of consumers through leading European digital storefronts, including Recharge.com and Startselect. Coda’s capabilities connect web stores, payments, and distribution into a single commerce platform built to help growing games scale globally with ease.

Android’s latest policy changes create more room for direct commerce strategies. For publishers heading into GDC, the question is no longer whether direct channels will matter.

It is how quickly they can turn them into revenue. Coda’s here to help.

Meet us at GDC.