Google has proposed sweeping changes to its Play Store and advertising policies in India. The move is viewed as a strategy to resolve an antitrust investigation triggered by Indian gaming platform WinZO. Notably the move comes under the scrutiny of the Competition Commission of India (CCI), which is now inviting public feedback on the tech giant’s “commitment proposal.”
What’s Changing?
Under its Play Commitment Proposal, Google plans to:
End its limited pilot program, which previously allowed only Daily Fantasy Sports (DFS) and Rummy apps.
Permit all skill-based real-money gaming (RMG) apps on the Play Store—provided developers can self-declare legal compliance under Indian laws and obtain third-party certification.
Recognized certifiers may include the All India Gaming Federation (AIGF), E-Gaming Federation (EGF), and Federation of Indian Fantasy Sports (FIFS).
Update its Developer Distribution Agreement (DDA) and Developer Program Policies (DPP) accordingly.
Google has committed to implementing these changes within 120 days of CCI’s approval.
Advertising Policy Overhaul
To address concerns about discriminatory advertising, Google has also proposed an Ads Commitment Proposal, which:
Allows all certified skill-based RMG apps (not just DFS and Rummy) to advertise on Google platforms.
Requires third-party certification and compliance with Google Ads policies.
Will be implemented within 150 days of regulatory approval.
Background: WinZO’s Complaint and CCI Investigation
The changes stem from a 2022 complaint by WinZO, which claimed Google’s selective pilot program created an uneven playing field by excluding other RMG genres. In November 2024, the CCI initiated a formal probe, citing a prima facie case of potential abuse of market dominance under India’s Competition Act, 2002.
The Commission highlighted three key issues:
The exclusion of certain RMG apps from Google Play.
Competitive disadvantages stemming from selective inclusion.
The extended duration of the pilot program that sustained this imbalance.
Benefits and Industry Impact
If approved, the new framework could:
Open the Play Store to a wider spectrum of RMG developers who currently rely on third-party APK distribution.
Allow Google to tap into a booming RMG market, which accounts for 86% of India’s online gaming revenue, estimated at $3 billion in 2024 (source: WinZO & IEIC report).
What Google said
“We’re pleased the CCI is market testing our proposed framework for real-money games in India. This development reflects our constructive discussions with the CCI and the Indian developer community and our commitment to building a more open and safe ecosystem,” a Google spokesperson was quoted as saying.
The company clarified that payment warnings in Google Pay are based on risk metrics provided by regulatory bodies like the RBI and NPCI, and are not targeted at RMG apps outside the pilot program.
