For Google (Gsuite) Administrators, a new feature is being lauched today, under the Rapid Release and Scheduled Release Channel. There is now the ability to launch apps in a private channel for the Google Play Store. This is similar to how the Chrome Web store works for having a filtered store for your domain.
Preview...(this) feature which allows G Suite admins to distribute private (custom) Android apps to their users via the Play Store app.
With this launch, private apps will be more discoverable and easier for your users to access. Customers using private apps will also be able to whitelist these apps for work profiles and company-owned devices in a more streamlined manner by using an Enterprise Mobility Management (EMM) provider.