Price expansion below $ 20 in 20 markets


Posted by Neethi Thomas, Dafna Gal and Ashnil Dixit, Google Play

At Google Play, we want to give Android developers access to the largest possible market for their apps and games. Google Play already supports free and paid apps in over 165 markets. We previously lowered the minimum prices developers can set for their products in 20 markets such as India and Brazil. We are pleased to announce that we have lowered the reserve price limit for products in 20 additional markets in Latin America, EMEA and APAC.

With these new floors, you can now set prices in the 10 to 30 cents US equivalent range in most of these markets. With these extremely low prices, or “sub-dollar” prices, you can reach new potential buyers by adjusting your prices to better reflect local purchasing power and demand. It also gives you more flexibility in setting your global pricing strategy and gives more users the ability to enjoy monetized experiences in your apps and games.

The minimum price limit for paid apps, in-app products and subscriptions has been lowered in these new markets: Bangladesh, Bulgaria, Bolivia, Costa Rica, Czech Republic, Denmark, Croatia, Hungary, Jordan, Kazakhstan, Lebanon, Sri Lanka, Myanmar, Pakistan , Paraguay, Romania, Serbia, Thailand, Tanzania and Vietnam.

Additional markets where sub-dollar pricing is available: Brazil, Chile, Colombia, Egypt, India, Indonesia, Malaysia, Mexico, Nigeria, Peru, Philippines, Poland, Russia, Saudi Arabia, South Africa, Turkey, and Ukraine

To learn how to adjust your prices in the Google Play Console, see our help article. The full list of price ranges can be found here.


Sub-Dollar Pricing Best Practices

Since the feature was launched in 2015, Android developers have been using sub-dollar pricing to creatively grow their paying user base. Here are some ways you can use sub-dollar pricing to grow your own business:

  • Try to offer limited time promotions. Sub-dollar pricing is a great tool for attracting new users through promotions or rewarding loyal users with inexpensive perks. For example, to convert more paying users of their popular Lords Mobile game, developers IGG sometimes offer special bundles for as little as IDR 3000 (USD 0.20) that are 2-3x more value for a limited time. Since these are specials, they have been able to expand their payer base without cannibalizing.
  • Offer seasonal offers. Sub-dollar prices are also useful for seasonal sales. Knowing that users have limited options to purchase these items makes them more attractive. In combination with the low price, it can be an attractive offer for first-time buyers. Moonton offers rare skins when users first purchase their season in Mobile Legends, even if it’s a purchase under a dollar.
  • Try introductory pricing offers. Sub-dollar prizes can also be used to attract new paying users with introductory pricing. For example, you can offer a valuable item for less than a dollar to users who have never made a purchase. Developer Moonton does this and gives users access to popular heroes in their game Mobile Legends: Bang Bang when they make their first purchase. This strategy helps them reach new paying users without having much of an impact on their overall gaming economy.
  • Reward loyalty. You can also try sub-dollar pricing associated with repeat purchase events. For example, you could offer special bonuses to players who make one purchase per day for seven days without users spending more than they’d like.
  • Offer gacha. Sub-dollar prices work well for random articles or “gacha” that can appeal to new users. Users unwilling to spend $ 5 on a valuable in-game item may be willing to pay $ 0.15 to open a treasure chest to find the item inside. By offering Gacha at prices below a dollar, many users may be willing to pay a token amount to try their luck.


There are many ways to use sub-dollar and localized pricing, and the suggestions listed above are just a starting point. We are excited to see how you can use our features to grow your business.

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