Google on its new Play Store fees and that new Level Up program
Google is reshaping its Play Store economics with updated fee structures and a new Level Up program, according to explanations from Google Play’s games general manager Aurash Mahbod. The changes began rolling out on June 30, 2024, for developers in the United States, European Union, and United Kingdom, with staggered implementation across other regions: Australia starting September 30, Japan and Korea from December 31, and the remainder of the world by September 30, 2027.
The revised fee structure introduces complexity in how different player segments are handled. While Google is reducing fees on new installs, existing players using Google’s native billing continue to face the traditional 30% platform cut. Additionally, Google is implementing its own 5% billing fee for developers in the US, UK, and EU regions, effectively offsetting some of the headline fee reductions for in-app purchases (IAPs) from established players.
The Level Up program represents Google’s broader initiative to support mobile game developers amid growing competition from other platforms and shifts in monetisation models. The tiered rollout approach suggests Google is carefully testing and adapting the changes based on regional market conditions and regulatory environments, particularly given the sensitivity around app store fees in Europe.