Google is rolling out a Try Now button to test instant apps on the Play Store - news

The new app model does not require an installation process for an app or parts of it to work and has multiple potential uses.

Google Assistant – Apps on Google Play

Digital Goods Transaction of Actions on Google (Build Android App), by Yoichiro Tanaka

iPhone vs. Android: Which Is Better for You?

android - Instant app, Try Now button does not appear in play store - Stack Overflow

Google is rolling out a Try Now button to test instant apps on the Play Store - news, abrir play store app

Google Play Instant provides a demo of Android games…, play games online google

Overview of Google Play Instant

Google upgrades Play app with Instant playing, Arcade mode - news

android - Google Play Store Internal Test cannot start roll out - Stack Overflow