Free Fire Max accounted for 37.45% of all Google Play transactions in the panel this summer. A year ago it was 47.64%.
It is still the single largest thing Indians pay for on Google Play by a wide margin. But the largest game on the store lost more than ten percentage points of transactions in twelve months, and games as a group lost about eleven.
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Subscriptions picked up most of that ground. Across June to August 2025, 22.4% of Google Play transactions were auto-renewing subscriptions. This summer it was 31.1%.
Google itself is the biggest beneficiary. Google One storage and YouTube Premium together went from 9.91% of transactions to 13.90%. The 30 GB Google One plan, at about INR 56, is now one of the most frequent single purchases on the store, alongside Free Fire's weekly membership card.
The sharpest growth came from Instagram. Meta Verified and the related Meta One plans moved from 0.17% of transactions to 1.80%, more than ten times its share a year earlier, at about INR 640 per payment. Snapchat's paid tier and streak restores held roughly flat at 0.81%.
Gaming still does most of its business in small, frequent top-ups. Free Fire Max's average transaction is about INR 110, and its two most common single items are airdrop bundles at around INR 30. BGMI slipped from 7.63% of transactions to 4.78%, while Candy Crush, eFootball and Coin Master all edged up from small bases.
For a subscription app, Google Play in India now looks like a genuine revenue channel rather than an afterthought, with renewal-based products taking almost a third of transactions. For a game studio, the store is still dominated by one title's micro-payments, but that dominance is thinning.
Tags: Digital · Google Play · Mobile gaming · Subscriptions · Free Fire · Instagram · Consumer panel data
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