Since its launch in 2021, the Apple TV app for Google TV has given people the ability to stream award-winning original shows, like “Severance,” “Slow Horses,” “The Morni…
Since its launch in 2021, the Apple TV app for Google TV has given people the ability to stream award-winning original shows, like “Severance,” “Slow Horses,” “The Morni…
From playlists on YouTube Music to the latest apps created by Black developers in Google Play, learn more about how Google’s products are spotlighting Black voices.
In 2024, we continued to invest in more ways to protect our community and fight bad actors, so billions of people can trust the apps they download from Google Play and m…
Android and Google Play comprise a vibrant ecosystem with billions of users around the globe and millions of helpful apps. Keeping this ecosystem safe for users and developers remains our top priority. However, like any flourishing ecosystem, it also attracts its share of bad actors. That’s why every year, we continue to invest in more ways to protect our community and fight bad actors, so users can trust the apps they download from Google Play and developers can build thriving businesses.
Last year, those investments included AI-powered threat detection, stronger privacy policies, supercharged developer tools, new industry-wide alliances, and more. As a result, we prevented 2.36 million policy-violating apps from being published on Google Play and banned more than 158,000 bad developer accounts that attempted to publish harmful apps.
But that was just the start. For more, take a look at our recent highlights from 2024:
That’s enabled us to stop more bad apps than ever from reaching users through the Play Store, protecting users from harmful or malicious apps before they can cause any damage.
To protect user privacy, we’re working with developers to reduce unnecessary access to sensitive data. In 2024, we prevented 1.3 million apps from getting excessive or unnecessary access to sensitive user data. We also required apps to be more transparent about how they handle user information by launching new developer requirements and a new “Data deletion” option for apps that support user accounts and data collection. This helps users manage their app data and understand the app’s deletion practices, making it easier for Play users to delete data collected from third-party apps.
We also worked to ensure that apps use the strongest and most up-to-date privacy and security capabilities Android has to offer. Every new version of Android introduces new security and privacy features, and we encourage developers to embrace these advancements as soon as possible. As a result of partnering closely with developers, over 91% of app installs on the Google Play Store now use the latest protections of Android 13 or newer.
Safeguarding apps from scams and fraud is an ongoing battle for developers. The Play Integrity API allows developers to check if their apps have been tampered with or are running in potentially compromised environments, helping them to prevent abuse like fraud, bots, cheating, and data theft. Play Integrity API and Play’s automatic protection helps developers ensure that users are using the official Play version of their app with the latest security updates. Apps using Play integrity features are seeing 80% lower usage from unverified and untrusted sources on average.
We’re also constantly working to improve the safety of apps on Play at scale, such as with the Google Play SDK Index. This tool offers insights and data to help developers make more informed decisions about the safety of an SDK. Last year, in addition to adding 80 SDKs to the index, we also worked closely with SDK and app developers to address potential SDK security and privacy issues, helping to build safer and more secure apps for Google Play.
Google Play Protect automatically scans every app on Android devices with Google Play Services, no matter the download source. This built-in protection, enabled by default, provides crucial security against malware and unwanted software. Google Play Protect scans more than 200 billion apps daily and performs real-time scanning at the code-level on novel apps to combat emerging and hidden threats, like polymorphic malware. In 2024, Google Play Protect’s real-time scanning identified more than 13 million new malicious apps from outside Google Play1.
Google Play Protect is always evolving to combat new threats and protect users from harmful apps that can lead to scams and fraud. Here are some of the new improvements that are now available globally on Android devices with Google Play Services:
Google Play Protect’s enhanced fraud protection pilot analyzes and automatically blocks the installation of apps that may use sensitive permissions frequently abused for financial fraud when the user attempts to install the app from an Internet-sideloading source (web browsers, messaging apps, or file managers).
Building on the success of our initial pilot in partnership with the Cyber Security Agency of Singapore (CSA), additional enhanced fraud protection pilots are now active in nine regions – Brazil, Hong Kong, India, Kenya, Nigeria, Philippines, South Africa, Thailand, and Vietnam.
In 2024, Google Play Protect’s enhanced fraud protection pilots have shielded 10 million devices from over 36 million risky installation attempts, encompassing over 200,000 unique apps.
By piloting these new protections, we can proactively combat emerging threats and refine our solutions to thwart scammers and their increasingly sophisticated fraud attempts. We look forward to continuing to partner with governments, ecosystem partners, and other stakeholders to improve user protections.
In 2024, we introduced a new badge for government developers to help users around the world identify official government apps. Government apps are often targets of impersonation due to the highly sensitive nature of the data users provide, giving bad actors the ability to steal identities and commit financial fraud. Badging verified government apps is an important step in helping connect people with safe, high-quality, useful, and relevant experiences. We partner closely with global governments and are already exploring ways to build on this work.
We also recently introduced a new badge to help Google Play users discover VPN apps that take extra steps to demonstrate their strong commitment to security. We allow developers who adhere to Play safety and security guidelines and have passed an additional independent Mobile Application Security Assessment (MASA) to display a dedicated badge in the Play Store to highlight their increased commitment to safety.
In addition to our partnerships with governments, developers, and other stakeholders, we also worked with our industry peers to protect the entire app ecosystem for everyone. The App Defense Alliance, in partnership with fellow steering committee members Microsoft and Meta, recently launched the ADA Application Security Assessment (ASA) v1.0, a new standard to help developers build more secure mobile, web, and cloud applications. This standard provides clear guidance on protecting sensitive data, defending against cyberattacks, and ultimately, strengthening user trust. This marks a significant step forward in establishing industry-wide security best practices for application development.
All developers are encouraged to review and comply with the new mobile security standard. You’ll see this standard in action for all carrier apps pre-installed on future Pixel phone models.
This year, we’ll continue to protect the Android and Google Play ecosystem, building on these tools and resources in response to user and developer feedback and the changing landscape. As always, we’ll keep empowering developers to build safer apps more easily, streamline their policy experience, and protect their businesses and users from bad actors.
1 Based on Google Play Protect 2024 internal data.
Google's guide to a festive Lunar New Year celebration.
At Google Play, we're committed to empowering you with the tools and resources you need to build successful and secure apps that users can rely on. That's why we're introducing a new way to recognize VPN apps that go above and beyond to protect their users: a "Verified" badge for consumer-facing VPN apps.
This new badge is designed to highlight apps that prioritize user privacy and safety, help users make more informed choices about the VPN apps they use, and build confidence in the apps they ultimately download. This badge complements existing features such as the Google Play Store banner for VPNs and Data Safety section declaration in the Play Store.
Earning the VPN badge isn't just about checking a box— it's proof that your VPN app invests in app safety. This badge signifies that your app has gone above and beyond, adhering to the Play safety and security guidelines and successfully completed a Mobile Application Security Assessment (MASA) Level 2 validation.
The VPN badge helps your app stand out in a crowded marketplace. Once awarded, the badge is prominently displayed on your app’s details page and in search results. Additionally, we have built new surfaces to showcase verified VPN applications.
We're excited to share insights from some of our partners who have already earned the VPN badge and are leading the way in building a safe and trusted Google Play ecosystem. Learn how partners like Nord, hide.me, and Aloha are using the badge and implementing best practices for user security:
“We’re excited that the new ‘Verified’ badge will help users easily identify VPNs that meet high standards for security and privacy. In a market where trust is key, this badge not only provides reassurance to customers, but also highlights the integrity of developers committed to delivering secure and reliable products.”
“Privacy and user safety are fundamental to our VPN's architecture. The MASA program has been valuable in validating our security practices and maintaining high standards. This accreditation provides independent verification of our commitment to protecting user privacy.”
“The certification process is well-organized and accessible to any company. If your product is developed with security as a core focus, passing the required audits should not pose any difficulty. We regularly conduct third-party audits and have been active participants in the MASA program since its inception. Additionally, it fosters discipline in your development practices, knowing that regular re-certification is required. Ultimately, it’s the end user who benefits the most—a secure and satisfied user is the ultimate goal for every app developer.”
To take advantage of this opportunity to enhance your app's profile and attract more users, learn more about the specific criteria and start the validation process today.
To be considered for the "Verified" badge, your VPN app needs to:
Note: This list is not exhaustive and doesn't fully represent all the criteria used to display the badge. While other factors contribute to the evaluation, fulfilling these requirements significantly increases your chances of seeing your VPN app “Verified.”
Join us in our mission to create a safer and more transparent Google Play ecosystem. We're here to support you with the tools and resources you need to build trusted apps.
This year #WeArePlay took us on a journey across the globe, spotlighting 300 people behind apps and games on Google Play. From a founder whose app uses AI to assist visually impaired people to a game where nimble-fingered players slice flying fruits and use special combos to beat their own high score, we met founders transforming ideas into thriving businesses.
Let’s start by taking a look back at the people featured in our global film series. From a mother and son duo preserving African languages, to a founder whose app helps kids become published authors - check out the full playlist.
We also continued our global tour around the world with:
And we released global collections of 36 stories, each with a theme reflecting the diversity of the app and game community on Google Play, including:
To the global community of app and game founders, thank you for sharing your inspiring journey. As we enter 2025, we look forward to discovering even more stories of the people behind games and apps businesses on Google Play.
In a year filled with iconic sports moments—from the Olympic and Paralympic Games in Paris to the UEFA Euro Cup in Germany—our celebration of app and game businesses continues with nine new #WeArePlay stories. These founders are building sports apps and games that unite players, fans, and communities—from immersive sports simulations to apps that motivate runners with rewards like vouchers and free gifts.
Let’s take a look at some of my favourites.
Hao always dreamed of creating video games. After studying computer science, he joined a gaming company where he met Yukun and Mingming. Their shared passion for game design and long conversations about graphics, movie scenes, and nostalgic childhood games inspired them to start Feamber Games. Specializing in realistic 3D sports simulations like pool and archery, they’ve added competitive elements to enhance the experience. Recently, they’ve expanded into immersive games that let players build business empires and manage hotels. Now, the trio is focused on growing their global audience.
Anna discovered her love for boxing at 11, staying dedicated to non-contact training throughout adulthood. After a career in accounting and becoming a mother, she struggled to attend classes, inspiring her to create Boxx – an app that brings boxing training to any location. Collaborating with fitness instructors, she developed personalized sessions, hybrid workouts, expert-led on-demand classes, and progress tracking. With hands-free guided audio and community features coming soon, Anna is regularly reviewing feedback to find innovative approaches to improve boxers’ experiences.
After creating a successful augmented reality game, childhood friends Yi Hern, Dana, and Pearl decided to inspire people to stay active. Combining Yi Hern's engineering skills, Dana's visual arts expertise, and Pearl's scientific background, they developed JomRun – Let’s Run. The app allows runners to track their progress, earn rewards like vouchers and free gifts, and easily join marathons. With teams in Malaysia and Singapore, and plans to introduce new features, the trio is gearing up to expand across Southeast Asia.
Ohjun and Jaeho, childhood friends from an online game development community, combined their love for game building and volleyball to create The Spike - Volleyball Story. After a successful test release on Google Play, the game gained popularity in South Korea, inspiring them to improve it and reach a global audience. They added new features like story and tournament modes, plus a complete UX overhaul, all to recreate the excitement of real-life volleyball. Now, they’re focused on creating even more thrilling sports games.
Hello everyone,
Thank you for making this year another incredible one! Your innovative experiences continue to inspire us and bring joy to billions. We recently celebrated some of your amazing work in our Best of 2024 awards, showcasing moments of delight across phones, large-screen devices, watches, and PCs.
This year, we shared our vision for the next phase of Play where Play leans into being more than a store and becomes a dynamic platform that connects people with your content, when and where they need it most. To help people discover all you have to offer, truly engage with your experiences, and keep them coming back for more, we’re making Play:
Launching a new app or update is a critical moment and we want to make this process as smooth and successful as possible.
We've made Google Play even more content-forward with a visually engaging design that helps people discover the best of what you have to offer, wherever they are.
We're continuing to make it easier and more convenient for over 2.5 billion users in over 190 markets to have seamless and secure purchase experiences.
We continue to invest in more ways to protect users, your business, and the ecosystem. This includes actively combating bad actors who try to deceive users or spread malware, and giving you tools to combat abuse.
These are just the highlights. To see how we're continuously improving the experience, check out our quarterly roundup of programs and launches on The Latest.
We’re continuing to help app and game businesses of all sizes reach their full potential.
And with another year of #WeArePlay, we shared and celebrated the stories of 300 app and game businesses from all over the world. Take a look back at just a few of the inspiring founders we’ve featured.
I’m excited about the future of Google Play as a dynamic platform that connects users with your amazing content, wherever they are.
Next year, we're going to continue helping you maximize your investments on Play by:
Thanks again for your continued partnership and the innovation you’ve put into your apps and games. From our team to yours, happy holidays and best wishes for an amazing 2025!
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Posted by Sam Bright – VP & GM, Google Play + Developer Ecosystem