https://techcrunch.com/2017/10/19/google-play-adds-android-instant-apps-via-a-try-it-now-button-among-other-changes/

Google today is announcing a number of changes to its Google Play app store, the most notable being a new way to try apps immediately without having to first install them on your mobile device. The new feature takes advantage of “Android Instant Apps” technology – Google’s attempt at bridging the mobile web world with that of native applications.

Instant Apps were first introduced at Google’s I/O developer conference last year. Unlike native apps that have to be downloaded in full, Instant Apps launch with just a tap on a URL. To support this, developers partition their apps into small, runnable parts, so they can start within seconds. The technology had only been available to select developers until their general release this May, announced at Google I/O 2017.