Ethiopian Developers Demand More From Google Play Console

Excitement rippled through Ethiopia’s tech community two weeks ago as social media buzzed with news that Google Play Console had opened its doors to local developers, enabling them to publish their apps and games.

Before the October update, Ethiopia was not a supported location for creating a Google Play Console account—a platform necessary for managing, publishing, and distributing apps on Google Play. The Minister of Innovation & Technology Belete Molla (Phd) expressed his hopes that the new access will create potential for the nation’s digital economy while he urged local developers to reap the benefits. He also highlighted that this achievement was the result of ongoing efforts to integrate Ethiopia into the global tech ecosystem.

“This positive milestone was achieved following discussions I had on behalf Ethiopian Ministry of Innovation and Technology with the Google team in late October, where we formally requested support for Ethiopia during their visit to Addis Ababa,” wrote prominent tech figure Solomon Kassa on his LinkedIn page. Solomon also celebrated the milestone on social media, heralding it as a turning point for Ethiopian developers.

Take Endod, for instance—a platform connecting clients in Addis Ababa with laundry services. Despite the growing demand for its services, the Company has struggled to publish its app on Google Play. Endod's co-founder and CEO, Falma Garedow, sought help from friends and family abroad to register the platform using a foreign address.

“Two people backed out when they learned of the detailed requirements,” he told Shega.

Registering on Google Play demands credit card details, identification documents, and precise location information—barriers that have complicated the process for platforms like Endod. Despite these obstacles, the platform operates without being featured on Google Play by promoting its services through social media and links shared by satisfied customers.

Publishing on Google Play Console offers developers powerful tools, including performance monitoring and user engagement tracking. Yet, Ethiopian developers have long been constrained by limited access to international markets.

However, while some anticipate new opportunities, others remain cautiously optimistic about the platform's full potential. Melak Wubshet, a seasoned Ethiopian developer, views the development with tempered optimism.

“There is still a long way to go,” Melak told Shega.

Challenges like the $25 upfront registration fee and the reliance on foreign accounts for payment processing still hinder the progress.

Furthermore, while Google Play has extended developer registration to Ethiopia, the platform still does not permit merchant registration in the country. Deprived of the access, developers are limited to registering their creations for free. In contrast, when merchant registration is enabled, users in the country are able to purchase apps, in-app products, or subscriptions using the developer's default currency, typically USD or EUR.

Qene Games, Ethiopia’s first game development studio and the creator of mobile games Kukulu and Gebeta, has been working to help local game creators monetize their work through Kinet Store.

Kinet game store aims to allow creators in Africa to sell their digital games using Airtime and local payment options.

With rising internet and smartphone penetration, Ethiopia’s market presents immense potential for app developers. Strategic investments in infrastructure, education, and legal frameworks could propel the sector forward, unlocking opportunities for developers to thrive both locally and globally.

Eshetu Lukas, an experienced software developer, says it's a bit too early to begin celebrating just yet. The developer currently working at Weloop USA referred to the ease with which his peers publish their work in neighboring Kenya to highlight the difference. 

"Only when foreign banks operate in the country will it be seamless to monetize your work," Eshetu told Shega.