Google’s Blockchain Content Policy: Better Late than Never

About 8 months ago, we discussed how Apple’s NFT-related guideline changes could affect blockchain games. The guideline updates were pretty vague, allowing Apple to interpret things as they see fit. However, it was still quite an important step for every blockchain game developer. Apple including blockchain games in their review guidelines acted as a seal of approval for those games.

After a long wait, Google made its move with its latest Developers Blog post and new policies regarding blockchain-based content! The 8-month-long wait may seem really long. But I don’t think blockchain game developers were really concerned with that. Since the whole industry has been in a sort of hibernation due to the prolonged crypto winter, nobody is in a rush anymore.

So, let's dive into Google's updates and what they mean for developers of blockchain games.

Google Play hosts a variety of blockchain related apps, and we know that our partners are excited to expand on these offerings to create more engaging and immersive digital experiences with tokenized digital assets such as NFTs.[...]we’ve spoken with developers about responsibly supporting those opportunities while continuing to provide a safe, transparent, and trusted experience for everyone.

In an environment where blockchain games are seen as evil or dishonest (which objectively is true in certain cases, I must say), starting with such a statement is like Google saying “Blockchain games matter”. Jokes aside, I think this puts Google in a much more cooperative position compared to Apple with their guideline updates back then. The former dedicates a separate post and policy for blockchain content while the latter just squeezes in a couple of new rules. Of course, Apple’s guideline updates felt like a blessing from the App Store gods at the time, but it’s been a long time since then.

[...]if an app or game sells or enables users to earn tokenized digital assets, developers must declare this clearly.[...]developers may not promote or glamorize any potential earning from playing or trading activities.

This bit is important for two main things. First of all, many blockchain game developers trying to reach a mass audience intentionally keep anything related to blockchain or NFTs hidden. Since the sentiment against such games is still very negative, developers prefer to focus on promoting the game itself until players are engaged and interested.

Google is taking a clear stance and requires developers to explicitly state that their game involves blockchain technology. The second part is mostly related to the first wave of blockchain games that were all about Play to Earn. Google doesn’t want any of that stuff to be promoted on their platform and rightly so.

[...]developers should not offer purchases where the value of the NFT users receive is not clear at the time of purchase. This includes, but is not limited to, offering mechanisms to receive randomized blockchain-based items from a purchase such as “loot boxes”.

Loot boxes have certainly become a controversial topic. Even Supercell is moving away from them. I think Google is trying to play safe here by directly banning the use of loot boxes or any randomized purchase. One of the well-known aspects of the blockchain games business is the presence of traders and their motivations to constantly trade assets for quick profits. So, by removing uncertainties about the value of NFT purchases, it seems like Google is going for the safest route for blockchain games.

[...]NFTs bought by users should be consumed or used in the game to enhance a user’s experience or aid users in advancing the game. NFTs must not be used to wager or stake in exchange for the opportunity to win prizes of real-world monetary value (including other NFTs).

The first part of this quote is directly opposite to what we have seen from the Apple guideline updates. Apple was saying that NFTs shouldn’t unlock features or functionalities within the game. Google, on the other hand, is asking developers to only sell NFTs that have direct functionality. Does that mean that vanity-based NFTs such as profile pictures are prohibited by Google Play? What will, for example, Reddit do with their avatar NFTs then? Or will those profile picture NFTs be functional enough if they unlock something as simple as a visual effect within the app? I believe these are the things that blockchain game developers should try out and observe how Google responds to them.

The second part, which addresses the financial gains from an NFT and their prohibition, also aims to keep traders and blockchain investors away. Unlike what NFT marketplaces would like to believe, players come first when you are working on a game. In a healthy game community, investors, traders, and other stakeholders who prioritize financial gains don’t hold a more significant role. So, Google Play is definitely doing the right thing by enforcing rules that will keep day traders away from blockchain games.

A Small Step for Google, but a Big Leap for Web3

The blockchain content policy update from Google can be summarized this way: You are welcome to have your blockchain game on our platform as long as you acknowledge it as a blockchain game and don't attempt to hide it from players. You also need to either remove any financial gains related to having NFTs or classify your game as a gambling app.

I think this is another great step for blockchain games to become mainstream.

Don’t get me wrong, we still have a long way to go before blockchain games can be considered mainstream. But these small steps are what ensure progress and bring everything a tiny bit closer to where it should be. It is now up to blockchain game developers to start experimenting on both platforms to reach a mass audience.

written by Ahmetcan Demirel.