Google Apps customers get Google Play Private Channel
Google Apps users now have access to a private, custom Google Play experience, thanks to the introduction of Google Play Private Channel. Designed to help users distribute internal applications to employees and subordinates, it appears to fit right inside the normal Play Store.You can see from the example photo that it shows up on a handset or tablet in the same manner as featured apps or highlighted categories.
Google Play Private Channel is designed to make your organization’s internal apps quick and easy for employees to find. Once your company has loaded these apps… users just need to log in with their company email address to browse the Private Channel and download apps.
For additional details be sure to check out the Help Center where it offers a host of FAQs and information.