The nice guys at BYTESNAP in the UK wrote a blog post how to add Play Store on the Wandboard running Kitkat (Android 4.4)

Link to BYTESNAP : http://www.bytesnap.co.uk/install-android-4-4-with-play-store-on-wandboard-in-7-steps/

Try it out. Send your thanks and encourage everyone to bring more to the Wandboard.