Google may allow third-party app marketplaces to take dedicated space within the Google Play Store. Such a possible action is to counter antitrust and regulatory pressure and especially in the European Union under Digital Markets Act (DMA). This would be a dramatic shift, as it would permit other app stores to get closer to Android users.

Highlights:

• Google may create Play Store sections for alternative app stores.
• This responds to antitrust scrutiny and the EU's DMA.
• Users could more easily discover and install alternative app stores.
• Google aims to balance openness with device security.
• Alternative app stores could gain significant new user reach.

Such a shift is facilitated by the regulator, i.e., the European Union Digital Markets Act (DMA). The DMA classifies Google as a gatekeeper and requires the facilitation of accessibility of third-party services. It would be taken directly by hosting alternative app stores in the Play Store, and it will be more convenient to access other sources of apps.

This policy would be able to provide substantial visibility to developers and alternative app stores. These third-party app stores would even be accessible to millions of people right in the primary user interface of Play Store. The access may threaten the dominance that Google has on the distribution of apps on Android.

The security system on these alternative app stores is likely to be put in place by Google. In advertising choice, however, it seems that Google will impose regulations on such platforms to comply with minimal security measures and malware screening of apps. Systems and ecosystem safety is always a priority attached to the possibility to allow alternative stores.