Payments platform Cash App has launched an integration with Google Play, giving Android users more choices at checkout. Consumers can use Cash App Pay to purchase the millions of apps, games, music, movies, books and more available on Google Play.
“We’re continuously expanding payment options on Google Play, and adding Cash App Pay is a significant step in giving users more choice and convenience while meeting their evolving payment preferences,” said Pete Albers, director, Google Play retail & payments activation.
According to the release, this initiative is aimed at appealing to younger users, particularly gamers. The U.S. Bureau of Economic Analysis estimates that consumers spend $3 trillion annually outside of the traditional financial system. To date, Cash App Pay has grown to 4 million monthly active users over the last year.
“Next gen shoppers are demanding more choices at checkout, and we know they’re also looking for more ways to pay with their own money. This partnership not only empowers them to pay flexibly for the things they want, but it also marries two strong customer sets and maximizes their mobile utility,” said Tanuj Parikh, head of partnerships, Cash App and Afterpay at Block.
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Part of Cash App’s growth strategy is marketing to gamers. Its functionality like allowing users to transfer money seamlessly using their “$cashtag,” crypto, Bitcoin and tax support made it ideal for creator-driven marketing. Additionally, the platform allows minors aged 13-17 to use the app with parental supervision. This gives Google Play direct access to users it might not reach otherwise.
In 2019, Cash App sponsored esports organization 100 Thieves including naming rights to its headquarters. This relationship ended in 2022, but it has continued to sponsor other gaming events and creators.
Android users can now make payments using their Cash App balance or linked debit card today.