Marina Markezic, co-founder of the European Crypto Initiative, has expressed concerns regarding Google’s new policy requiring a Markets in Crypto-Assets (MiCA) license for software wallets. She said that this requirement could significantly impact the availability of crypto apps within the European Union. Her statement was made on X.
“It is the end of the world as we know it, or we need Google Play to do a better job with their policy,” said Markezic. “Google has updated its Cryptocurrency Exchanges and Software Wallets policy, which will take effect on October 29. It does require “Software Wallets” to get a MICA license.”
According to Cointelegraph, Google announced that starting October 29, 2025, crypto wallet applications distributed via Google Play in the EU must adhere to regional licensing laws under MiCA. The policy specifically targets custodial wallets, necessitating developers to register as Crypto-Asset Service Providers (CASPs), while non-custodial apps remain exempt. This update aims to align Google Play’s enforcement practices with European regulatory standards for consumer protection and platform integrity.
AInvest reports that fewer than 50 custodial crypto wallet apps are expected to remain available on Google Play in the EU after the policy enforcement deadline due to limited MiCA compliance. Many existing providers have not obtained the necessary CASP licensing, leading to a significant reduction in approved applications. However, non-custodial wallets are not affected by this rule, maintaining some decentralized access for users.
CryptoSlate notes that MiCA licensing among crypto wallet providers increased from just two registered firms in July 2025 to eight by mid-October following Google’s enforcement notice. This fourfold increase indicates growing pressure on custodial wallet services to achieve legal compliance to retain access to EU-based users via the Play Store.
According to AInvest and public profiles, Markezic is also the Executive Director of the European Crypto Initiative, where she leads advocacy efforts on EU-level crypto regulation. She has been active in the crypto space since 2017 and has contributed to policy discussions on decentralized finance (DeFi), non-fungible tokens (NFTs), and MiCA implementation.
The European Crypto Initiative (EUCI), founded in 2021 and headquartered in Brussels, aims to ensure Europe’s crypto regulation supports open blockchain innovation. It engages directly with lawmakers and industry stakeholders to shape frameworks like MiCA, striving for a balance between user protection and decentralized development.
