14/07/2023 Google Play Allows Apps, Games to Offer NFTs and Blockchain-Based Content
Google Play announced a major shift in policy today, allowing developers to incorporate digital assets such as non-fungible tokens (NFTs) into their apps and games in the store. Companies that decide to offer the ability to buy, sell or earn tokenized assets will be required to make it clear in the Play Console that there are blockchain-based elements in the app.
In ablog postshared with CoinDesk, Joseph Mills, Google Playâs Group Product Manager, wrote that this will allow partners to reimagine âtraditional games with user-owned contentâ and boost âuser loyalty through unique NFT rewards.â
Reddit, which has seen enormous success with itsAvatar NFTs, was one of the partners working with Google on the new policy. Matt Williamson, Redditâs senior engineering manager, was quoted in the post as saying that the updated guidelines are âaimed at creating a level playing field that promotes user trust, and responsible usage of blockchain technology.â
The post by Mills stressed the importance of user trust, noting âwhile tokenized assets are meant to build more enriched, immersive experiences, as an added user protection, developers may not promote or glamorize any potential earning from playing or trading activities.â This maintains Google PlaysâReal-Money Gambling, Games, and Contests policy. In effect, this means apps that havenât met gambling eligibility requirements canât promote buying an in-game item like a âloot boxâ for a chance to win NFTs.
Previously, Googleâs policy on blockchain-based apps had been characterized as a âblack boxâ with games like âBitcoin Blastâ getting kicked out of the Play Store in 2021 without a clear explanation. In2018, the store banned crypto mining apps, a rule which will not change with the new guidelines.
A spokesperson from Google Play told CoinDesk that users may see the first tests of the new experiences in late summer as they work with an initial group of developers, and that the new policy will roll out in full later this year.
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