Starting October 29, 2025, Android users in the United States can finally download apps and make payments outside the Google Play Store. This major shift comes after a court order from Google's long-running legal battle with Epic Games. For developers and players alike, this marks a significant change in how mobile apps operate on Android.

Android Users Get More Options

With the policy update now in effect, US-based Android users will begin to see more freedom in how and where they get their apps. Developers can now promote cheaper deals, offer direct links to external app downloads, and include payment options beyond Google Play's system.

This means that instead of only using Google's in-app billing system, users can now pay through other channels like PayPal, credit cards, or the developer's own system. These options were previously blocked under Google's strict app store rules. Now, that control has been lifted by the court.

This new setup only applies within the US for now. The court's order will remain in effect until November 1, 2027.

Why Google Had to Change

This change follows a September 2025 ruling by the Ninth Circuit that upheld a District Court's injunction in the Epic v. Google case. The court told Google to allow developers to link to other app stores or external payment options from inside their apps.

Before this, Google didn't allow any mention of cheaper pricing or alternative payment options inside apps hosted on the Play Store. That was at the heart of Epic's complaint. The new order forces Google to let go of those restrictions.

In a statement to developers, Google said the company will still follow its SAFE principles, focusing on user trust and safety. The company also noted that more program rules and business model changes are coming, shaped by developer and user feedback.

Developers Can Now Go Direct-to-Player

For game developers, this opens a new door to direct relationships with players. They can now build external web stores where users can buy digital items, subscriptions, or game content, often at better prices. This also allows studios to keep up to 95% of each transaction, since they no longer need to give up a 15% to 30% cut to Google.

According to Xsolla, a fintech company that provides payment tools for video games, developers can now embed external checkout options into their Android games. These changes help companies grow direct sales, boost loyalty, and take back control over how purchases are made.

Developers can include banners, links, or even "Buy" buttons that point users toward web-based offers. These features let players leave the app to pay and then return to the game once the payment is done. Studios are also encouraged to offer better value through welcome offers or exclusive in-game items to guide users toward these external links.

Early Signs From iOS Are Promising

This move by Google closely follows a similar change made by Apple earlier in 2025. In May, Apple was also ordered to allow developers in the US to link users to external websites to make purchases. The ruling also banned Apple from adding scare messages or blocking how these links appear in apps.

As a result, iOS developers began offering their own deals outside the App Store. Many saw strong results. Xsolla reported that iOS developers who added a direct link to a web-based checkout saw their revenue rise by an average of 120%. Even simple links to a web shop raised earnings by around 65%.

These numbers highlight how important it is for builders to take control over their payment systems. Rather than being locked into high commission rates and strict rules, developers now have the tools to build stronger, more direct relationships with their users.

Setting Up Buy Buttons Is Now Simple

To make use of this new freedom, developers can set up a "Buy Button" with just a few steps. First, they sync their game's item list with their web shop. Then, they add a system that confirms the player's identity through a deep link. When the user taps the Buy Button, they're taken to a secure browser checkout page. Once the payment is complete, the system sends them back to the game.

To encourage players to use this system, developers are advised to make the value of using the Buy Button clear, either through more in-game currency, special items, or other exclusive offers.

External App Stores Also Coming in 2026

Starting July 2026, developers will be allowed to launch their own branded app stores. This means that developers won't just have to rely on Google Play to distribute their apps. They can offer full versions of their games through their own channels.

This move could reshape mobile gaming, especially for studios with large fanbases. They can now sell their apps directly and avoid platform fees entirely. It also means that alternative Android app stores may become more common in the coming years, bringing even more options to users.

Only in the US For Now

It’s important to note that these changes only apply to the US. While Google has said it will publish more updates about global policy changes, the current freedom to bypass Google Play's billing and app restrictions is only legally required within the United States.

In contrast, Apple has faced pressure not only in the US but also in other countries. In the European Union, Apple had to allow alternative payments due to the Digital Markets Act. But unlike in the US, Apple still charges fees on those external transactions, usually around 10% to 17%, and adds a "Core Technology Fee" for large apps. In South Korea and the Netherlands, local laws forced Apple to change its policies too, though those changes vary based on app type and region.

Google, on the other hand, is now taking its first major step toward open app distribution, but only within US borders. Whether this leads to global changes remains to be seen.

What Comes Next

While the court order is set to remain in effect until November 2027, Google has said it will keep updating its developer policies to align with the ruling. It also plans to add more rules focused on user safety and platform trust.

For now, Android users in the US can enjoy a more open app experience, and developers can start experimenting with direct sales, external app links, and better pricing strategies.