Google Play product manager for commerce and monetization Ibrahim Elbouchikhi indicated that in-app revenues for the mobile store grew 700 percent in the last year. Games are leading the free-to-play charge and comprise the majority of the top grossing apps, with Minecraft: Pocket Edition being a notable exception.

“We’re not saying you need to push everything free-to-play, however also recognize the dominant trend toward free-to-play,” said Google Play games business development head Bob Meese.

Pandora implemented a way for users to subscribe from within the Android app and saw revenues on Google Play jump nearly 400 percent month-over-month, showing that non-games are also benefitting from in-app-purchase models.