Google is launching a new Android feature to drive users back into their installed apps

Google has a new plan to promote Android apps outside of its Play Store. It was launched last week at its Google I/O 2024 developers conference, where the company spoke of a plan to re-engage users with apps they already have installed on their devices, as well as new ones, by giving developers a place to showcase their content in a unique way. Already, the company has more than 35 developer partners on board to test the new offering, including Spotify, Pinterest, Tumblr, TikTok and Shopify.

“This new surface will automatically organize the best and most prevalent content from apps already installed by users on their Android phone, and it enables cross-app continuation journeys for nearly every app category,” explained Mekka Okereke, the GM for apps for Google Play, during a developer briefing at I/O. “With just a tap, users can launch full-screen, immersive experiences that highlight and arrange the most important content from their installed apps.”

Other companies like Reddit, Uber Eats and Spotify could also use the surface to help users jump back into specific experiences related to those apps, like reading and upvoting posts, engaging with playlists or placing an order.

The developer preview of the Engage SDK began during I/O, but the consumer experience won’t launch until later this year. The Engage SDK is a client-side integration using on-device APIs. Developers that have begun the work found it requires less than a week to get started, Google claims.

Other top apps participating in the test of the Engage SDK include Audible, Shein, Dunkin, Wish, Blinklist, Wattpad, Nextdoor, iHeartRadio, Pandora, Rakuten Kobo, Temu, YouTube Music, Google Maps, Chick-fil-A, McDonald’s, Prime Video, Reddit, YouTube, Uber Eats and others.

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