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I mean you can still develop and publish your APKs online but not being on the Play Store is enough to kill most apps.

I mean if you're so popular/useful that users will seek you out independently you might be okay but there are a lot of shops where the store is their only marketing funnel.



Not being in the Play store means that you have to actually engage in marketing. This increases the cost and hassle, of course.

> there are a lot of shops where the store is their only marketing funnel.

Any business that only has one "funnel" is a business at risk, whether the Play store is involved or not.




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