Last August, Google announced an enhancement to its Play Store search and discovery algorithms, all in the pursuit of a better consumer experience. This was a natural next step after the company said it began tuning its algorithms "to optimize for user engagement, not just downloads" at its Developer Day at the Game Developers Conference in February 2017. In part, these moves appeared to be shots across the bow aimed at getting developers in line. But in recent weeks, it seems we've approached a sort of endgame, and some smaller developers are losing — big time.

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