Google Play Store users in Europe are now seeing a notification indicating that they can now view store content from across the European Economic Area (EEA). The move is reportedly led by a new support page detailing how users can see the content.
Summarily, users will need to visit the Google Play Store via Chrome or some other web platform. Then they'll need to log out of their Google profile. The location selector at the bottom of the page — found in the footer — will let them set a new region.
As expected, once changed, the Google Play Store then displays content available in the selected region.
This change doesn't actually change much
With the change in place, as noted above, it's possible for any user in the EEA or EU to view content from other regions. But that doesn't actually seem to do much. Namely, that's because the store still isn't going to let users download content that's unavailable in their own country. So it can't really be installed and then used, at least outside of the region that it's intended for.
It also doesn't appear to affect what's being displayed within the Google Play Store application on Android devices. Its limitation to the web and inability to download apps from other regions seems to render the purpose here moot.
Google may simply be spinning the Play Store change as a way to see EEA content
Now, there's been no clear indication as to why Google made this change to allow users in Europe to see all EEA content on the Play Store. But among the top speculation for why Google might make this change could be related to EU regulations. The company has had some difficulty in the region and has faced scrutiny on more than a handful of occasions. But it's not clear what, exactly, this has to do with that.
This provides an easy way for users to view content from across the Play Store without restriction. And it provides users a clear and easy set of steps to follow to log out of their profiles. But, in fact, it doesn't seem to do a whole lot else. Although it may make matters easier when it comes to users who travel frequently to other countries in the EEA.