Here’s how Google describes its fee-reducing Apps Experience and Games Level Up programs

Google is aiming to expand apps on tablets, headsets, TVs, and PCs. As part of this initiative, Google has modified its app store strategy. Earlier today, Google eliminated its 30% app store fee and decoupled Google Play from Google Play Billing following their declaration as an illegal monopoly in the US. Starting in July, app developers will generally owe 20% for in-app purchases and 10% for subscriptions, although some new app categories may be charged differently. This includes a new category termed “metaverse browsers.” In addition, Google has introduced two programs, Apps Experience and Games Level Up, that allow developers to save up to 5% of their earnings if they optimize their games and apps for multiple devices beyond phones like XR headsets, Android TVs, PCs, or Android Auto, all while integrating with Google services and adhering to best practices. Not all apps are mandated to be available across every device, Google’s court document affirms. More details are anticipated from Google spokesperson Dan Jackson, but the core elements are in a legal document from the Epic v. Google case. The Games Level Up Program has specific conditions, periodically updated, requiring high-quality publication on diverse platforms, stability, quality, adherence to the latest SDK standards, and the simultaneous launch on various devices. Similar requirements exist for the Apps Experience Program, focusing on consistent experiential standards and timely feature parity across platforms. These programs are set to launch in the UK, Europe, and Australia in September 2026, reaching Japan and Korea by the end of the year and the rest of the world by September 2027. This could incentivize broad app compatibility or might reflect Google’s strategy to maintain control over Android.