What happens to old publisher name on google play after name change

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I recently registered a company name and would like to change my Google Play publisher name.

The problem is that i don't know what happens to the old publisher name. I have a lot of links to my apps on websites and even within the apps. Example Link:

https://play.google.com/store/apps/developer?id=old_publisher_name

I don't want the old store-link to be broken.

Has anybody successfully changed the publisher name and can me tell his experience? Is the old name still reserved and referencing to the new name?

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Devon Miller On BEST ANSWER

The link is not preserved and does become broken. I have changed developer names 3 times and this is one of the biggest pains to deal with.