That might be the better option.
From a customer perspective, I would find it irritating to have to resort to multiple store apps, I would prefer to go to one place and get what I need. Hence Google Play works well for me. Likewise, Steam, it's why I get frustrated by buying games on Steam that have me go via Origin or Uplay.
I suppose having a section called "More Games" or "More Apps" in the app/game would pique my interest if I liked what I saw and wanted to see what else you do. I actually do this on my Nexus 10 with apps, if it doesn't exist, I will find the developer on the Google Play store.
Particularly as an Android user, there's a lot of crap on the Google play store, having a means of filtering it is useful. But ultimately, the Google Play store works for me if I want to get the apps. It all ties to my account and I have one place to go and I only need my Google Play store account and if I had to pay, my debit card is only tied to that 1 account.
At least this is my two pence, I don't wish to speak for other Android users.