Grow your games business on Google Play: Game parameters management, video recording, streaming ads, and more

Posted by Morgan Dollard, Product Manager of Google Play Games

With mobile gamers across 190 countries, Google Play Games is made up of a vibrant and diverse gaming community. And these players are more engaged than ever. Over the past year, the number of games reaching over 1 million installs grew by 50 percent.

Today, at our annual Developer Day at the Game Developers Conference, we announced new platform and ads tools for developers, of all sizes reach, to reach this global audience and accelerate the growth of their games business. Check out below the full range of features that will help game developers build their apps, grow their user base, and earn more revenue.

Making Google Play Games better for players

In February, we introduced Gamer IDs so that anyone could create a gaming persona. We also simplified the sign-in process for Google Play Games so players could pick up playing their game more quickly. We’re also working on product enhancements to make Play Games a little more social and fun, which will mean more engaged players who’re playing your game for longer. One example is the launch of Gamer friends (coming soon!), where your players can add and interact with their friends from within the Google Play Games app (without needing a Google+ account).

We’re also launching the Indie Corner, a new collection on Google Play, that will highlight amazing games built by indie developers. You can nominate your awesome indie game for inclusion at http://ift.tt/1ppO8sr. We’ll pick the best games to showcase based on the quality of the experience and exemplary use of Google Play game services.

Grow your game with powerful new features from Google Play game services

In January, we added features to Player Analytics, the free reporting tool of Google Play game services, which helps you understand how players are progressing, spending and churning. Today, we previewed some upcoming new tools that would be available in the coming months, including:

• Game parameters management: With game parameters management, you will be able to update gameplay and game economy parameters without the need for APK changes or resubmitting your app. You’ll be able to optimize virtual goods and currencies from the Developer Console or the Google Play Developer API.

Game parameters management in the Google Play Developer Console

• Video Recording API: You will be able to easily add video recording to your app and let users share their videos with their friends and on YouTube in a few simple steps. We are also adding live streaming functionality to allow your fans to broadcast their gameplay experiences in real time on YouTube.

• Predictive Analytics: The Player Stats API now has Predictive Analytics to help you identify which groups of players are likely to spend or churn, and we are adding new predictions for how much a player is likely to spend within 30 days and the probability that a player is a high spender. This allows you to tailor experiences for these players to try to increase their spend or engagement. Learn more about the
  
  Player Stats API.

“Not showing ads to users that were probable to spend increased number of IAP transactions by 15%.” – Avetis Zakharyan, CEO Underwater Apps

New ad formats and targeting to find, keep and monetize high-quality gamers

Promoting your game and growing your audience is important, but it’s just as important to reach the right audience for your game, the players who want to open the game again and again. That’s why today we’ve unveiled new features that make it simpler to reach the right audience at scale.

• Search Trial Run Ads: In the next few weeks, we’ll launch a new way for users to try your game out when they do a search for games on Google through a new ad format, Search Trial Run Ads. After tapping “Try now”, an individual can play your game for up to 10 minutes, and then download the game in full if they choose. These ads will appear to smartphone users on WiFi. Using this format, you can drive qualified users who are likely to stay engaged with your game after install.

SGN’s Search Trial Run Ad for Panda Pop

• Portrait Video Ads: More than 80% of video ad views in mobile apps on the Google Display Network are from devices held vertically, but often these videos are created for landscape viewing. Over the next few weeks, we’re launching Portrait Video Ads for a full-screen, immersive portrait video experience. Developers have seen significant improvement in both click-through and conversion rates, resulting in lower cost per install and more installs.
• Active User Targeting for Games: In the coming weeks, we’re rolling out a new type of targeting for Android apps that allows you to show ads to users who have spent more than 30 minutes playing games, or who have played a Google Play Games integrated game, in the last 30 days.

Earn more revenue in your game with AdMob

AdMob helps game developers around the world maximize revenue through in-app advertising. At GDC, we also announced a new way to help you earn more through AdMob Mediation. Rewarded advertising is a popular form of game monetization -- users are given the choice to engage with ads in exchange for an in-app reward. AdMob Mediation will enable you to easily monetize your apps with rewarded video ads from a number of ad providers. Supported networks and platforms include AdColony, AppLovin, Chartboost, Fyber, Upsight and Vungle, with more being added all the time.

You can learn more about this, and all our ads announcements on the Inside AdWords blog.

This is just the start of what we’ve got planned for 2016. We hope you can make use of these tools to improve your game, engage your audience, and grow your business and revenue.

Game developers, get ready for our Developer Day at GDC 2016

Posted by Morgan Dollard, Product Manager of Google Play Games

Next week, we’ll be in San Francisco to host our annual Developer Day at the Game Developers Conference (GDC). Join us to get a first look at our latest efforts to help developers of all sizes build successful mobile games businesses with powerful tools to develop high quality apps, grow a valuable user base, and earn more revenue.

Our Developer Day will take place in room 2020 of the West Hall of Moscone Center on Monday, March 14. Based on your feedback from last year, we're going to keep presentations short and informative with lightning talks around virtual reality, the cloud, ads, and so much more, while dedicating more time to interactive discussions with Google engineers and your peers in the industry.

Here’s a glimpse of the agenda on Monday, March 14:

Opening keynote || 10AM: Be the first to see what’s new and hear about the investments Google is making to help mobile developers grow their game business.

Best practices for success on Google Play || 10:30AM: In this talk, you’ll learn how successful mobile game developers acquire users and bring them back to keep them playing longer.

Lightning talks || 11:15AM: A series of 5-minute talks on innovative technologies to tantalize players, like Project Tango, software to speed and simplify game development, and new ways to predict and prevent user churn.

Interactive roundtables || 2:00PM: After lunch, we’ll break up into interactive roundtables to interact with Google experts and peers on how to build better and more successful games. Ask questions, tell Google product teams what you need, and learn from fellow game developers.

Visit the agenda page to get a full list of our talks and speaker details. Please note that these events are part of the official Game Developer's Conference, so you will need a pass to attend.

For everyone who can’t make it in person, we’ll be live streaming our event on YouTube. Tune in from 10am on Monday, March 18.

First Preview of Android N: Developer APIs & Tools

Posted by Dave Burke, VP of Engineering

Today we’re happy to announce a Developer Preview of the N release of Android! We’re doing something a little different this year by releasing the preview early… really early. By releasing a “work in progress” build earlier in development, we have more time to incorporate developer feedback. Also, the earlier preview allows us to hand off the final N release to device makers this summer, so they can get their hands on the latest version of Android earlier than ever. We’re looking forward to getting your feedback as you get your apps ready for N.

Here are a few APIs and features we want to highlight which are available as a part of the Android N Developer Preview today, with more to come as we continue developing the release:

Multi-window - A new manifest attribute called android:resizableActivity is available for apps targeting N and beyond. If this attribute is set to true, your activity can be launched in split-screen modes on phones and tablets. You can also specify your activity's minimum allowable dimensions, preventing users from making the activity window smaller than that size. Lifecycle changes for multi-window are similar to switching from landscape to portrait mode: your activity can handle the configuration change itself, or it can allow the system to stop the activity and recreate it with the new dimensions. In addition, activities can also go into picture-in-picture mode on devices like TVs, and is a great feature for apps that play video; be sure to set android:supportsPictureInPicture to true to take advantage of this.

Direct reply notifications: The RemoteInput notification API, which was originally added for Android Wear, now works in N for phones and tablets. Using the RemoteInput API enables users to reply to incoming message notifications quickly and conveniently, without leaving the notification shade. Learn more here.

Bundled notifications - With N, you can use the Notification.Builder.setGroup() method to group notifications from the same app together - for example individual messages from a messaging app. Grouped notifications can be expanded into individual notifications by using a two-finger gesture or tapping the new expansion button. Learn more here.

Efficiency - We launched Doze in Marshmallow to save battery when your device is stationary. In N, Doze additionally saves battery whenever the screen turns off. If you’ve already adapted your app for Doze, e.g. by using the GCM high priority message for urgent notifications, then you’re set; if not, here’s how to get started. Also, we’re continuing to invest in Project Svelte, an effort to reduce the memory needs of Android so that it can run on a much broader range of devices, in N by making background work more efficient. If you use JobScheduler for background work, you’re already on the right track. If not, N is a good time to make that switch. And to help you out, we’re making JobScheduler even more capable, so now you can use JobScheduler to react to things like changes to content providers.

Improved Java 8 language support - We’re excited to bring Java 8 language features to Android. With Android's Jack compiler, you can now use many popular Java 8 language features, including lambdas and more, on Android versions as far back as Gingerbread. The new features help reduce boilerplate code. For example, lambdas can replace anonymous inner classes when providing event listeners. Some Java 8 language features --like default and static methods, streams, and functional interfaces -- are also now available on N and above. With Jack, we’re looking forward to tracking the Java language more closely while maintaining backward compatibility.

Get started

The N Developer Preview includes an updated SDK with system images for testing on the official Android emulator and on Nexus 6, Nexus 5X, Nexus 6P, Nexus Player, Nexus 9, and Pixel C devices (and to help test out these features on a tablet, developers can get a $150 discount on Pixel C).

This initial preview release is for developers only and not intended for daily use or consumer use. We plan to update the N Developer Preview system images often during the Developer Preview program. As we get closer to a final product, we’ll be inviting consumers to try it out as well.

We are also making it easier for you to try out N on your development devices with the new Android Beta Program. Starting later today, you’ll be able to update your Android devices to the Developer Preview of N and receive ongoing updates via OTA. Check back later today to learn more!

Click here for more details on getting started with the N Developer Preview and let us know what you think -- the sooner we hear from you, the more of your feedback we can integrate.

Find success on Google Play: What app developers can learn from games

Posted by Matteo Vallone, Business Development Manager at Google Play

(As a way to reach more app developers and help them grow successful businesses on Google Play, this post was first published on The Next Web – Ed.)

There is much common ground between freemium apps and games businesses when it comes to achieving success. Users are, however, more used to paying for games than apps, stemming from the history of traditional gaming consoles. Moreover, mobile games are also able to easily offer ‘virtual goods’ across a range of price points to suit every pocket. This means that game developers have had plenty of opportunity to learn about how to improve onboarding, conversion, and ultimately the user Lifetime Value (LTV). So what can app developers learn from game developers? Here are some best practice tips and insights from successful game developers that can be applied to many apps, today.

Drive app success the game developer way:

1. Optimize retention before investing in acquisition

Retention is king, and retention drives conversion. For games developers, retention is the key measure of game quality and whether it appeals to players.

Most game developers will “soft launch” to beta testing communities or test markets. During this phase, the game is tweaked to optimize retention by looking into specific areas, such as tutorial completion, level difficulty and conversion. Developers can then track retention using the Cohorts reports in Google Analytics. Once retention is satisfactory, the developer can go to full launch and start investing in user acquisition.

2. Retain users with step-by-step engagement

The first seven days after install are the most critical for retention: users install several apps to try them, and decide in the first few days which ones they want to keep using. If you can retain for that time span, your app is more likely to become part of the user’s daily routine.

There are some simple ways to progressively build user engagement. It’s important to present a strong story that explains why that app is relevant to the user, while introducing them to key features. Then place features that offer the user value early, so they can be found without much effort.

This is a not a one-size-fit-all. To find the right solution, a developer needs to first make assumptions on what user flows can improve retention and then run A/B tests to validate or correct them. For example, a developer could think that introducing sign-in later in the user flow might improve retention. Also, the developer needs to keep in mind what the key long term engagement metrics are for the individual app (such as photos uploaded or the number of articles read) and measure the impact of the different onboarding flows on those metrics as well.

In general, these principles are good places to start optimizing your onboarding:

• Look for ways to let the users experience the app straight away, rather than taking them through a long, complex setup.
• Present “activation moments” — such as registering an account, uploading a video, or finding friend — gradually
• Start by requiring minimal investment by the user, then ask them for more details as they are needed to use the apps features.
• Treat permissions as a service for the user. For example, if you want users to register, show them in advance that, by making their experience more personal, they’ll get more value from the app.

In this example, OkCupid tried different onboarding flows and found the most engaging version increased seven-day retention by over 20 percent.

Finally, ensure the user can understand the value of your app before you start asking them to pay. Game developers are particularly good at letting their users try most or all product features for free in in a set number of days or sessions.

A great tool to help analyze how users are engaging (or not) with the app is through the Flow Report in Google Analytics. Using this report, a developer can see how users navigate through the app and where they leave to identify potential roadblocks.

3. Target the right offers at the right users

Understanding different groups of users in-app purchase behavior is the key to devising strategies to encourage them to spend.

Start by identifying groups of users by how they spend and much they are likely to spend. It may be by age group, the channel that brought the install, or in-app behaviour. Use the Segment builder in Google Analytics to identify and define these groups of users. Then, tailor in-app purchase offers to match the segments spending behavior. For example, for segments where multiple users tend to spend more in one go, but spend infrequently, offer them in-app features bundled together.

4. Offer in-app purchases when users are most likely to spend

Users are also more likely to spend, if the purchasing experience is frictionless, and even more so when they can see how the expenditure will add value. So:

• Present purchase opportunities to users when they’re most likely to need or want it — and explain to the user why it’s relevant.
• Make purchasing accessible easily from within the app with a minimum number of taps. For example, offer an upgrade button on the footer of relevant screens.

TomTom added a countdown to indicate when the free service runs out (counted in kilometers travelled). The counter includes a button to upgrade offering a one tap in-app purchase.

Like all good game developers, they focus on building good experiences that retain and engage users through constant testing and analytics. First impressions are important, so users need to be able to quickly understand the importance of the app and easily navigate through the onboarding experience. And to start generating revenue, it is important to be thoughtful about how to make in-app purchases actionable.

Watch Matteo’s Playtime 2015 session ‘The rules of games, for apps’ to hear more in-depth insights which app developers can learn from games with best practices and developer examples:

You can also watch the other sessions from Google Playtime 2015 to learn more about tools and best practices which can help you find success with business on Google Play.

Explore the new Google Play Developer Policy Center

Posted by Atul Kumar, Google Play Policy

More than 1 billion Android users come to Google Play every month to discover their favorite apps and games, enabling developers to reach a vast global audience and build successful businesses on the platform. To maintain a positive experience for both users and developers, the Google Play Developer Program Policies play a central role in helping make Google Play an open, safe and enjoyable ecosystem by educating the community and defining appropriate content and activities in the store.

We constantly listen to our developers and users to maintain fair and defined policies and look for ways to improve how we communicate those policies to help developers avoid accidental pitfalls. As part of that effort, we’ve redesigned our Developer Program Policy Center to communicate our policies with greater transparency and clarity. This redesign includes:

• Thematic organization of policies, so it is easier for developers to find relevant policies and understand the broad principles behind them
• Visual examples and detailed guidelines for the most common violations based on developer feedback
• Expanded information on our policy enforcement to help resolve violations
• A visual refresh embracing Material Design to help developers more intuitively find the information they are looking for on mobile or desktop

From making it easier to self-correct minor violations in minutes using the app publishing status feature to improving our policy communication, the new policy center is part of our ongoing effort to improve the developer experience. We invite you to explore the new policy center and and share your feedback.

New tools for ratings & reviews on Google Play to engage and understand your users

Posted by Fergus Hurley, Product Manager, Google Play

Millions of users rate and review your apps every day on Google Play. From feature requests to technical issues, ratings and reviews offer a wealth of information about what people like and dislike. Since 2013, you’ve been able to reply to reviews on Google Play, giving you a direct communication channel with your most engaged users. You've told us you value having this channel because it helps you iterate on user feedback faster on Android than other platforms. In the last few months, we’ve made a number of improvements in the Google Play Developer Console to help you better analyze and manage ratings and reviews so that you can improve your app experience and boost its rating.

Improvements to ratings and reviews

We recently revamped ratings and reviews with features you can now find on dedicated pages in the Developer Console:

The new ratings page in the Google Play Developer Console

• See ratings over time: See how your rating changes daily, weekly, and monthly and easily spot any changes when you release a new version of your app.
• Ratings breakdown: Break down your rating by country, language, device, app version, or Android version.

The new reviews page in the Google Play Developer Console

• Review highlights: See common themes from what users say in reviews of your app – these are the same highlights that users see on the Play Store. Review highlights are shown when you have a high enough volume of reviews and are updated regularly to reflect the latest user experiences with your app.
• Device metadata: See certain device data such as RAM, CPU, and screen size so you can more easily identify problems users are mentioning in user reviews and debug such issues.
• Search review text: Search inside reviews to see what people are saying about a particular topic or keyword.
• Replies & updates to reviews: When you reply to reviews, the user receives an email. Now, you can also opt-in to be emailed if the user updates their review or rating.

Learn from other developers on how to make the most of ratings and reviews

Photo Editor by Aviary is a photo editing app with a strong focus on simplicity and intuitive use. Ratings and reviews and other Android features allow Aviary to iterate on builds two to three times faster compared to other platforms while being in a regular dialogue with their users.

Glu Mobile is a mobile gaming company known for Racing Rivals, Cooking Dash 2016 and its upcoming Taylor Swift game. Ratings and reviews features help Glu engage their audience, gather feedback, and manage user satisfaction. “Google’s review highlights allow us to see a snapshot of game features users like or dislike at a glance. We monitor review trends, watch out for notifications, and respond to reviews for our games,” says Niccolo de Masi, Glu Mobile CEO. Here are some tips Glu is using to master ratings and reviews in the Developer Console:

1. Reply to reviews: Reply to user reviews of your game in the Google Play Developer Console. Help them with their issues or let them know that you're considering their feature suggestions. A positive experience could result in the user increasing their rating.
2. Use search: You can now search within all reviews and apply search filters for rating, language, app version, device and more. Use this feature to find specific user feedback, for example, on new content you’ve added.
3. Take action: Now, you can be notified when a user answers you or updates their review. You can immediately start working on improvements if you learned about an issue. If the feedback is positive, engage with your community and turn satisfied users into fans.
4. Analyze over time: Analyze ratings over time to learn more about how user satisfaction improves as you update your game. This allows you to understand if your latest feature update or bug fix results in higher user satisfaction.
5. Identify key themes: Google Play automatically surfaces review highlights that users are mentioning about your game. This makes it quick for you to analyze reviews and understand user feedback.

We hope these tools help you better engage with your audience and improve your app. Visit the Developer Console Help Center to find out more about seeing and managing ratings and reviews. For more tools and best practices to help you grow a successful business, download The Secrets to App Success on Google Play.

Google’s Launchpad Accelerator successfully takes off. Apply to join the June class.

Posted by Roy Glasberg Global Lead, Launchpad Program & Accelerator

Last month, 24 promising startups from India, Indonesia, and Brazil came to Silicon Valley to participate in Google’s Launchpad Accelerator, a new program that provides late-stage startups (mobile apps) with mentoring and resources to successfully scale in their local economies.

During the intensive two-week Accelerator kickoff in our Mountain View headquarters, Google engineers from 11 product areas, as well as experts from other companies, were on hand to provide startups with mentorship on how to scale and monetize their apps, and ultimately, build successful businesses. Now back in their home countries, the teams will continue developing their products with the support of up to $50,000 in equity-free funding, six more months of ongoing mentorship, and a breadth of developer tools from the Launchpad Accelerator program.

So far, many startup participants have already seen an immediate impact. Two weeks after attending the kickoff event, Brazilian mobile game developer UpBeat Games was featured on Google Play and saw a 1,000% increase in app installations in Asia, as well as a 200% overall increase in active users, by leveraging analytics to better understand their users.

According to UpBeat Games founder Vinicius Heimbeck, “By working one-on-one with the mentors, we learned that we needed to be a data-driven company. We now have the right analytics tools to measure the results of our efforts and to learn from them to optimize the user experience. This all directly impacted our huge success once we were featured on Google Play.”

eFishery, an Indonesian startup that produces smart automated fish feeders, turned its focus on scaling since attending Launchpad Accelerator. “The mentors gave us great insight about how to build a scalable product and how to engage billions of users,” said co-founder and CEO Gibran Chuzaefah Amsi El Farizy. “We received both technical and practical advice on our business, from building back-end technology to embracing failure with the right mindset.”

Apply now for Launchpad Accelerator We are also excited to announce the second class for Launchpad Accelerator which will begin in June 2016.

If you are a startup from India, Indonesia, Brazil, or Mexico (a new addition!) and are interested in participating in the next wave, we encourage you to apply here by March 31. We expect to continue adding more countries to the program in the future, so be on the lookout!