Google Tightens the Rules on Sideloading (August 2025)
In a recent announcement, Google confirmed it will no longer allow sideloading from unverified developers. All sideloaded Android apps will need to come from verified sources, with Google comparing the process to “getting your ID checked at the airport.” While this move strengthens user security, it also reduces one of Android’s long-held differentiators: the freedom to install apps outside of the Play Store without restrictions.
For developers and marketers, the message is clear: sideloading as a free-for-all is ending. Verified ecosystems like OEM alternative app stores – already trusted by billions of users worldwide – are becoming the sustainable alternative.
But this isn’t exactly new. Back in 2018, Fortnite bypassed Google Play, sparking debate about app store monopolies. That move was the spark, and today sideloading – together with alternative app stores – has become central to the fight for freedom of choice in app distribution.
But First, What Exactly is Sideloading?
Sideloading, a term that might not immediately make sense, refers to an alternative approach to app installation. It involves downloading and running apps on devices from sources other than the official app store linked to the device’s operating system. For mobile marketers and developers, understanding the process is increasingly important, not only to leverage the benefits of sideloading but also to navigate its potential challenges.
How Fortnite Made the Epic Move to Sideloading – Bridging a Direct Connection with Users
The most famous example of sideloading in practice is Fortnite. After Epic Games challenged app store policies by offering the game outside of Google Play, the move sparked global debate about developer freedom and platform control. The clash escalated further when Apple removed Fortnite from the App Store for bypassing its in-app payment system, turning Epic into the poster child for alternative distribution.
By directing players to download Fortnite from its own website, Epic Games proved that sideloading could maintain a strong user base while avoiding hefty platform fees. More importantly, it highlighted a path for developers to build direct relationships with their audiences – a turning point that inspired broader interest in sideloading and, eventually, helped shape the conversation that led to the Digital Markets Act – DMA.
The Pros of Sideloading
- Expand Your App Availability: Sideloading broadens the reach of your application, going beyond the big app stores and into diverse user bases.
- Direct User Engagement: Through sideloading you can directly engage with users, turning them into a valuable feedback community. This not only helps in shaping your app to match their preferences but also facilitates beta testing, enabling early feedback and improvements before releasing your app to a wider audience.
- Independence from App Stores: As proven by the Fortnite example earlier in this article, sideloading liberates app developers from the constraints of app store policies, allowing much greater independence and flexibility.
- Bypass Geographical Restrictions: In some cases, app stores have limitations that prevent users in specific regions from accessing your app. Sideloading breaks down these geographic barriers so people from any corner of the globe can download and enjoy your app. This opens up your app’s reach to a diverse and international audience.
- Cost Savings and Freedom from Fees: As highlighted by the Fortnite example we mentioned earlier, sideloading offers a financially advantageous path by sidestepping the fees typically associated with app stores. A win-win situation that benefits mobile developers with higher revenue potential, while potentially offering more budget-friendly options for users.
The Cons of Sideloading
- Security Risks: Sideloading could expose devices to security risks since apps installed via unofficial sources may not undergo the same rigorous security checks as those from official app stores.
- Device Compatibility Issues (although not for much longer): Not all devices can sideload apps. For instance, iPhone users can only sideload apps using jailbreak on their iOS devices – but with the passing of the Digital Marketing Act in Europe, sideloading will be possible on all smartphones.
- Lack of Updates and Support for Users: Sideloaded apps may not receive regular updates or official support, leading to a poor user experience due to outdated or unsupported software.
- Legal and Copyright Concerns: Sideloading apps that infringe on copyrights or intellectual property can lead to legal issues for both developers and users.
- Loss of App Store Benefits: Sideloading bypasses the benefits of app stores, such as centralized updates and user reviews – meaning developers could face challenges maintaining their apps and establishing credibility among their users.
Sideloading at a Glance
| Pros | Cons |
|---|---|
| Wider app availability beyond major stores | Higher security risks if users download from unsafe sources |
| Direct relationship with users & feedback | Lack of automatic updates or centralized support |
| Independence from restrictive policies | Device compatibility issues (improving with DMA) |
| Bypass regional restrictions | Legal risks with unverified or pirated apps |
| Keep more revenue (avoid 30% fees) | Loss of app store benefits like reviews & discovery |
Looking at the mobile app industry as a whole, the advantages outweigh the risks.
Thankfully, viable alternatives to Google and Apple’s app store monopoly are already in existence, offering mobile developers the flexibility and freedom they desire, even beyond sideloading. As underscored by AVOW’s CEO Robert Wildner in this article, Mobile app developers can reclaim their freedom of choice with alternative app stores.
Future Developments: Sideloading and the DMA in Europe
Sideloading may become more prevalent in 2024, due to the significant impact the Digital Markets Act (DMA) will have in Europe. What’s the DMA? In short, the European Commission identified six major tech companies including Apple and Alphabet (Google) as gatekeepers and they will have six months to align with DMA directives once they have been designated. Failure to do so could lead to lofty fines, such as up to 10% of the company’s global turnover and 20% for repeated offenses.
This regulatory shift sharpens the focus on freedom and freedom of choice for both users and app developers. Exciting times lie ahead…
What this Means for App Marketers
For developers and marketers, the renewed focus on sideloading is a reminder that the app distribution landscape is shifting fast. While sideloading demonstrates the appetite for freedom of choice, it also exposes users and brands to security and compliance risks. This is where Android OEMs anf their app stores offer a powerful solution. They combine the flexibility of distributing beyond Apple and Google with the scale, security, and performance that marketers need. By working with mobile OEM advertising specialists like AVOW, brands gain safe access to 86% of the global Android market and more than 1.5 billion daily active users – without the drawbacks that sideloading alone can bring.
Alternative App Stores and Freedom of Choice
It’s evident that freedom of choice thrives through Alternative App Stores (AAS) – the app stores of Original Equipment Manufacturers (OEMs), such as Xiaomi, Oppo, Vivo, Huawei, and Transsion – but how did this come into existence?
In the past, when users were limited to Google Play on Android OEM devices and the Apple App Store on iOS, which restricted their options, sideloading emerged as a workaround. But installing apps from unofficial sources introduced security risks, which in turn prompted the need for safer alternatives – so OEMs responded by establishing their own app stores.
This alternative method of app distribution, which has become more mainstream in recent times, strikes a balance between user empowerment and device security – reshaping the app landscape as we know it.
If you’re interested in exploring these alternative app distribution methods check out our comprehensive Mobile OEM Advertising Playbook for Gaming Apps for detailed strategies and practical tips.
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