Google Play Store Rolls Out New In-App ‘Gift Card Mall’ for Top Brands.

The Google Play Store is significantly expanding its utility, with a new update rolling out that allows users to directly purchase and send digital gift cards from a variety of top retailers and brands.

This new functionality transforms the Play Store from solely a content distribution platform into a centralized digital gifting hub.

The feature is designed to create a streamlined, one-stop shopping experience for users on Android devices.

Dedicated Gift Cards Section Appears.

Users now have a new entry point for digital gifting that is accessible directly through the app’s main profile menu.

A new “Gift cards” option is appearing for some users, nestled between the existing “Payments & subscriptions” and “Play Protect” tabs.

This new section is currently rolling out widely, allowing users to discover and purchase cards without needing to leave the Play Store app.

Beyond Google Play Credit.

While Google Play credit gift cards are available in denominations from $15 to $100, the new feature extends far beyond its own ecosystem.

The section functions as an extensive “gift card mall,” offering digital cards from premier brands across numerous consumer categories.

These categories include Dining, Retail, Fashion, Beauty, Entertainment, and Electronics, making the selection highly diverse.

Seamless Purchase and Digital Delivery.

The in-app process for purchasing a gift card is designed for simplicity and convenience.

Users can select from various virtual card designs, choose their desired monetary amount, and then personalize the gift.

Delivery is handled digitally, requiring only the recipient’s email address or phone number, along with an optional custom gift message.

Powered by Blackhawk Network Partnership.

Google has partnered with global branded payment solutions leader, Blackhawk Network (BHN), to power this expansive new feature.

This collaboration leverages BHN’s extensive digital gifting portfolio and technology, providing the wide range of available third-party brand options.

The move simplifies the user journey, fulfilling Google’s goal to allow users to "discover, purchase and send value without jumping between apps or sites."