Optimizing Quality on Google Play or Complicating Life for Developers?

Introduction

Google Play has implemented a significant change in its app publishing process, which has sparked concern and debate within the developer community, especially among independent developers. Since November 13, 2023, Google has required all new apps to undergo a closed testing phase before publication. This new requirement promises to elevate app quality but can pose a considerable hurdle for those with limited resources. In this blog, we will explore the details of this new policy, its implications, and how developers can navigate this new landscape.

The New Requirements of Google Play

The new Google Play policy requires developers to:

• Conduct a Closed Testing Stage: The policy mandates that apps must undergo a closed testing phase with at least 20 testers for a minimum of 14 consecutive days, ensuring that issues are identified and resolved before launch.
• Maintain the Number of Testers: Developers must ensure that the minimum number of testers is maintained throughout the testing period. If the number of testers falls below the minimum, the testing cycle must be restarted.

Reasons Behind the Change

This policy aims to elevate the quality of apps available on the store. By requiring thorough testing, apps are expected to be more stable and offer a better user experience. However, the impact of this policy appears to vary between independent developers and larger companies.

For companies with dedicated teams and resources, meeting these requirements may be relatively straightforward. In contrast, independent developers, who often work alone or in small teams, face significant challenges in meeting these requirements.

Challenges for Independent Developers

• Difficulty in Securing Testers:
  • Volunteers: Securing 20 people willing to continuously test the app can be a considerable challenge for an independent developer. Finding testers through social media and online communities can be uncertain and reliant on users' goodwill.
• Costly or Labor-Intensive Alternatives:
  • Testing Services: Hiring specialized services to secure testers can be costly and not always guaranteed.
  • Fake Accounts: Creating multiple Google accounts and adding them to the tests is an option but labor-intensive and may not be effective in the long term.
• Additional Requirements:
  • Waiting Time: The complete process to publish an app can extend to over 20 days, compared to the previous process, which took around 7 days.
  • Administrative Burden: The need to maintain the number of testers and wait for the final review adds an extra layer of complexity to the publishing process.

Impact on the App Ecosystem

While the new publishing process on Google Play aims to elevate overall app quality, it could have significant negative effects. The additional requirements may discourage independent developers, reducing the number of new apps and affecting diversity and innovation in the store. Additionally, some developers may seek alternatives to Google Play, potentially shifting the dynamics of the app market and fostering the growth of other platforms.

Conclusion

The changes in Google Play policies represent a turning point for the app ecosystem. On one hand, they aim to ensure a higher quality user experience. On the other hand, they impose an additional burden on independent developers. It is essential to find a balance between the need to ensure quality and the importance of fostering innovation and diversity in the app market.