You are able to install Google Play Store on FireTV, provided that you got root permission on your FireTV. At the time o this writing, July 4th 2014, all fireTV units are capable of being rooted, independently of any OS update previously installed. So it may be a simple task to meet such requirement. But given the “dynamic” relationship between Amazon, Android and their fire OS development, such premise may not hold true at the time you are reading this. So first, please, be sure to root your FireTV. A sure try would be our own tutorial, as we try to be...
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