Google Play announced a series of updates at Google I/O targeting app developers. Key highlights include new billing flexibility allowing alternative payment methods alongside Play Billing, and significantly reduced service fees (10% on first $1M annual earnings, 10% on subscriptions, 20-25% on in-app purchases) effective December 30th. Discovery improvements include Play Shorts (short-form video in store listings), Ask Play (AI-powered conversational app discovery), and Gemini integration to surface app recommendations directly in the Gemini assistant. For game developers, Play Game Sidekick adds in-game overlays with AI tips, achievements, and social features. On the operations side, Gemini-powered localization automates store listing translations, a new agentic catalog management tool handles bulk pricing and SKU imports, and revenue tools like delay charging and extended account recovery periods have reduced involuntary churn by 18%. New analytics features include traffic source attribution beyond initial acquisition and interactive Gemini-powered Q&A on performance charts.