Google will allow blockchain-based content” in the Play Store in the future: NFTs are the focus

Google will allow blockchain-based content” in the Play Store in the future: NFTs are the focus

In the future, Google will allow apps and games in the Play Store that contain so-called “blockchain-based content”. This emerges from the new guidelines that will apply from December. These are primarily so-called Non-Fungible Tokens (NFTs), which are intended to serve as unique certificates of ownership for digital content.

According to Joseph Mills, product manager at Google, the company is excited to see creative in-app experiences and user engagement through unique NFT rewards. This helps developers expand their business.

In order to sell or make available such “tokenized digital assets,” developers must now clearly indicate this in the Play Console app content page in the financial features declaration form. Information about this must also be provided for in-app products with a blockchain connection. However, no potential earnings from gaming or trading activities may be advertised or glorified, and no purchases may be made where the value of the NFTs is not known at the time of purchase. Loot boxes with random content are excluded from this rule.

NFTs are seen by some experts in the so-called Web3 as a way to enhance games with blockchain technology. They argue that digital content would actually belong to players because it is not tied to the gaming companies' servers, but exists as an entity on a decentralized blockchain. This could open up independent secondary markets where token holders can take their holdings and trade. Google mentions in its announcement that it is discussing further steps towards blockchain and secondary markets with industry partners.

However, NFTs have so far met with little enthusiasm in the gaming community. Several games that were originally supposed to contain NFT elements had to withdraw their plans after massive criticism. The community rejects this type of content as it is seen as a means of creating “deprivation and exclusion”. An example of this is Microsoft, which did not want to integrate NFTs into Minecraft in order to give all players access to all content.

Other providers such as Electronic Arts, however, are more open to NFTs. As part of a partnership with Nike, it was announced that Nike's NFT platform "Swoosh" will be included in future EA Sports games. This allows players to wear virtual sneakers that they previously purchased as NFTs from Nike.

A successful application of NFTs can also be seen on the social media platform Reddit, where “Collectible Avatars” are offered. These are collectible images based on the Polygon blockchain. However, Reddit avoids the term NFT, making it easier for users to access this content.

Google's new guidelines for the Play Store give developers the opportunity to offer their apps and games with blockchain-based content. Although NFTs are controversial in the gaming community, Google's decision opens up new avenues for creative in-app experiences and helps developers expand their businesses.