What happened so far

• The Ninth Circuit upheld the Epic v. Google injunction and denied Google’s request to grant a stay.

• As a result, Google must end its requirement to use Google Play Billing and allow external payment links in the U.S. by October 29, 2025 (updated from original October 22, 2025 deadline).

• Google hasn’t yet updated its U.S. Google Play policies nor disclosed what fees or restrictions, if any, will apply to alternative payments.

What we know

Beginning no later than October 29, 2025, and continuing for at least three years, Google Play must:

• Allow developers to use alternative payment systems within their apps, rather than requiring Google Play Billing.

• Permit developers to communicate freely with users about other payment options, including providing direct links to external purchase methods.

• Enable third-party app stores to be distributed and offered through Google Play.

What is still unclear

Fees

Although Tim Sweeney is confident that Google won't impose any fees or restrictions, there's actually nothing in the court rulings that outright stops Google from attaching fees to alternative payments. We hope Tim is right, but it's best to wait for the official terms from Google before jumping to any conclusions.

According to the court documents, “Google may require app developers and app store owners to pay a reasonable fee for these services, which must be based on Google’s actual costs,” where these “services” refer to Google Play's security, content review, and app distribution. Google has already shown a track record of charging fees for alternative payments with their 27% fee in the E.U.

UX specifics

It's also unclear if Google will impose any specific guidelines around the alternative payment user experience. For example, will Google prohibit in-app web views and require that alternative payments be handled via an external web browser? The court documents don't go into any detail, so there's plenty of gray area.

Be ready

Similar to the Apple v. Epic U.S. ruling earlier this year, there could be a massive opportunity to shift the majority of your U.S. Android players' spending to alternative payment options, which carry a much lower rev share fee (generally 5% or lower).

Webshops have long been a solid DTC option in the U.S. and beyond, but they tend to work best for top spenders and frequent buyers. They’re less effective for impulse purchases, like when a player runs out of lives and wants to keep playing. That’s where Direct Checkout shines: a fast, seamless DTC flow built to capture those in-the-moment decisions.

We've been working with game studios to launch Direct Checkout for U.S. iOS, and we're excited about the opportunity to expand to Android.

Expand DTC to all U.S. Android players with Direct Checkout

• Maximize profit by shifting the majority of U.S. spend to DTC, including impulse buying.

• Optimized for speed and ease; defaults to Google Pay for a fast, familiar experience.

• Launch seamlessly from any in-game surface.

• No need for players to authenticate, no extra steps.

• Player is returned back to the game after their purchase is complete.

We're here to help! Reach out via the form at the bottom of this page. We're happy to share our expertise and compare notes on the best way for you to take advantage of the latest DTC opportunities.