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The Google Play Store supports a beta channel for developers to let users help test new beta versions of their apps. The beta channels are usually paired with a Google community. Some of my favorite apps do this, including Evernote, Feedly, Sunrise, Slack, Action Launcher, Talon for Twitter, SeriesGuide. I think it would increase community involvement, give interested users a better sense of how development is progressing with the app, and help improve the app itself.