Google is taking steps to promote Android apps outside of its Play Store by introducing a new feature called “Collections.” This feature allows users to keep up with their apps directly from their Android home screen. At the Google I/O developer conference, the company provided developers with tools to re-engage users with their already installed apps. The company didn’t provide much detail about the surface at the time but focused on the software development kit (SDK) that developers can access to integrate with the new offering.
Google has already partnered with over 35 developers to test the new feature, including popular apps such as Spotify, Pinterest, Tumblr, TikTok, and Shopify.
During a session at the conference, developers were given information about an invite-only Engage SDK designed to bring users back into their apps by showcasing content, promotions, and deals. Google mentioned that the surface would automatically organize the best content from already installed apps, with a focus on enabling cross-app-continuing journeys for every app category. Users would be able to launch full-screen immersive experiences that highlight important content from their installed apps with just a tap.
Recently, an APK teardown of the Google Play Store software conducted by Android Authority revealed a still-in-development feature known as “Collections.” This feature introduces a Play Store-powered widget for the Android home screen that organizes app updates into categories such as Watch, Listen, Read, Games, Social, and Shop. When users select a category, they will see relevant content from their apps if those apps have integrated with the SDK.
According to Google, the new on-device surface will organize what’s most relevant to users and invite them to jump back into their apps. The company provided examples of how retail apps could invite users to continue shopping by highlighting items saved in their cart, while Uber Eats could encourage users to place their favorite food order. Reddit could prompt users to read and upvote interesting posts, and Spotify could feature favorite playlists.
App developers can also use the feature to showcase personalized recommendations and promotions to help users discover other content and deals they may have missed.
The APK teardown revealed that the feature will launch first in the U.S. before rolling out to other markets. It will also be easily accessible through a shortcut from the Play Store app itself. When users long press on the Play Store app, they will see a link to access Collections from the pop-up menu.
Google has not yet provided an official comment on the Collections feature but previously announced that the consumer experience would launch later this year. It is expected that Google will announce this feature more officially at its upcoming “Made by Google” hardware and Android event in August.