Google is reportedly throwing its weight around on Google Play and ejecting unofficial VR apps that happen to have the word 'cardboard' in their title, Digital Spy reveals.

The web giant offers a low-cost alternative to VR headsets with Google Cardboard, and it wants to make it clear which apps are affiliated with the DIY contraption.

Apps including Cardboard VNC, Cardboard Catapult and Cardboard Theater have been affected by the move, according to Variety.

VNC will be rebranded as 'VNC Client for Cardboard', while Theater has already been renamed as 'VR Theater for Cardboard' to reflect its third-party status.

Google's Cardboard VR viewer, priced at £20, has become popular for its value for money, while it only needs some minor origami skills to put together.

The device is now available in more than 100 countries and Cardboard-ready apps have been installed 15 million times.