Google Tests Third-Party App Store Support in Play Store Following Epic Games Antitrust Ruling
Google is currently testing several new features in the Play Store, including an experimental section called Play Labs, support for third-party app stores, and an expanded search bar. These changes have been identified in a recent version of the service, although most of the new capabilities remain inaccessible to regular users at this time.
The most significant development is the planned ability to install alternative app marketplaces directly from Google Play. The company had previously confirmed work on this functionality, which stems from the ongoing antitrust proceedings involving Google and Epic Games. After the settlement between the two companies was withdrawn, the 2024 court ruling once again became active, requiring greater openness to competing stores.
The new menu option for third-party stores was discovered only after direct intervention in the application code. It appears in an additional menu but currently returns an error when users attempt to open an alternative marketplace. In the same area, researchers also found Play Labs, an experimental section where users will likely be able to test upcoming store features before they reach general availability. Google already uses similar experimental sections in other products, including its main search engine.
While Play Labs and the third-party store option are not yet functional, the updated search interface is already working. Google is preparing a two-line search panel designed to accommodate longer natural-language queries, accompanied by an Ask Store prompt. Instead of entering a short app name, users will be encouraged to describe their needs in detail, after which the store will attempt to suggest suitable applications.
These experiments follow recent Play Store improvements such as enhanced search capabilities and the option to test widgets during app installation. Broader rollout of the new search panel is expected in the coming weeks. However, APK analysis only reveals features currently under development, and Google retains the option to modify, postpone, or abandon any of them before release.
The direction of these changes is notable: the main Android app store is preparing to distribute competing marketplaces to users, effectively turning competition itself into a feature that can be installed through Google Play.
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