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A new fee structure in the Play Store

Google has introduced a multi-tiered fee system for app developers across the European Economic Area. These changes are part of the so-called “external offer program,” designed to let developers direct users to offers outside the official Play Store — a requirement under the EU’s Digital Markets Act (DMA) aimed at curbing monopolistic practices.

The new structure includes a reduced “initial acquisition fee,” dropping from 10% to 3% for the first six months after app installation. Additionally, two service levels have been created: Level 1 (mandatory) covers app review and basic security measures, while Level 2 (optional) provides access to tools like search visibility management and promotional campaigns.

Fees also vary by country and app type, ranging from €0.10 per game installation in Romania to €1.90 in Germany. This variation may raise transparency concerns, as developers pay differently depending on their target market.

Industry reactions: frustration and accusations of illegality

The changes have drawn sharp criticism. Tim Sweeney, CEO of Epic Games, called the new rules “an obvious breach of the law” and “junk fees,” highlighting the discriminatory nature of the Play Store’s search system. Similarly, Gene Burrus of the Coalition for App Fairness — which includes companies like Spotify and Match Group — argued that Google’s proposal “maintains fees and restrictions” rather than genuinely opening the market as the DMA intends. Critics see the new fees as a way for Google to preserve revenue under the guise of legal compliance.

Google defends user safety

Google’s defense centers on user protection. Clare Kelly, senior competition counsel at Google, stated that the changes help prevent Android users from being exposed to harmful apps and reduce risks associated with installing software from unverified sources.

While technically valid — malware is more common outside official stores — this argument also functions as a strategy to maintain control over the Play Store ecosystem. It raises the question of whether user safety is being used instrumentally to preserve market dominance.

Risk of sanctions and political strategy with the EU

Under the DMA, confirmed violations can lead to fines up to 10% of a company’s global annual revenue — potentially billions of euros. Apple and Meta have already been fined, while Google, despite a preliminary finding of violation in March, has avoided penalties so far.

The fee changes can therefore be seen as a negotiation tactic: minimal compliance on paper combined with a demonstration of goodwill toward Brussels. The key question is whether the European Commission will view these moves as genuine implementation or merely a delay strategy.

Developers caught in the middle

For app creators, Google’s changes mean navigating a complex fee structure. Although developers can direct users outside Play Store more freely, additional costs remain. Market-dependent fees may disadvantage smaller, independent developers, limiting their ability to compete with global tech giants.

The question arises: does Google’s new architecture create new barriers instead of removing existing ones? If users still face fees when downloading apps outside the Play Store, the DMA’s goal of opening the market and boosting competition may not be fully realized.

Is safety just an excuse?

Claims of protecting users sound convincing but may function as an unchallengeable defense. Criticism can be dismissed with the argument that alternatives pose security risks. This approach can effectively block fair competition and reinforce Google’s dominant position.

It’s worth noting that safety could also be ensured through more open models — external store certification, audits, or technical standards — yet Google prefers a system that keeps users within the Play Store ecosystem.

Towards a new phase in the dispute?

The Play Store conflict isn’t just about technical solutions or fees — it’s part of a larger clash between EU regulatory policy and global tech giants. The European Commission seeks to curb monopolistic practices and strengthen the rights of users and smaller players, while companies like Google aim to protect a business model that generates billions in revenue.

Current changes may appear as a compromise on paper. They formally meet some DMA requirements, but in practice, they could continue to limit competition. In this sense, the Play Store case has become a test of the DMA’s effectiveness and the European Commission’s resolve in enforcing rules against the biggest tech firms.

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