Supporting and rewarding nice Apps and Video games on Google Play

Posted by Tom Grinsted, Group Product Supervisor, Google Play

Supporting and rewarding nice Apps and Video games on Google Play

At Google Play, our mission is to facilitate relationships between Android customers and app and sport builders, enabling tens of hundreds of companies worldwide to develop and thrive within the cell ecosystem. On daily basis, collectively, we assist billions of individuals uncover partaking, useful, and enriching experiences on their gadgets, which is why we care so deeply in regards to the high quality of the expertise we provide on the Play Retailer.

To try this, we’re continuously creating new methods to advertise and help high-quality titles all through the whole lifecycle, from acquisition and engagement to retention and reacquisition. Over the approaching months, we’re rolling out enhancements to Google Play and Google Play Console that embed your key occasions, content material, and presents throughout the Google Play expertise. These modifications are designed that can assist you attain extra individuals, enhance discovery of higher-quality titles, and optimize your presence for the best potential influence.

That will help you navigate these updates, we’re sharing our key pondering and route early, and launching new options to assist energy your development throughout your customers’ lifecycle with you. So learn on!

Powering developer success throughout the lifecycle

As a accomplice, we’re centered on serving to builders succeed. In as we speak’s app ecosystem, the place loyalty and re-engagement are extra prime of thoughts than ever earlier than, we’re creating much more alternatives for builders to make use of our surfaces to not solely discover first-time customers but in addition to interact, and re-acquire them. 

For choose titles, LiveOps is a key channel to achieve customers instantly on Google Play with nice presents, launches, and occasions. LiveOps has helped titles like Rise of Kingdoms, Paramount+, and MyFitnessPal add thrilling new content material that encourage discovery, re-engagement, and monetization. On common, builders utilizing LiveOps drive +3.6% enhance in income and a +5.1% enhance in 28DAU versus related titles who don’t. Particular person occasions are already garnering compelling uplifts from Play.

Play knowledge: further development by an actual LiveOp
 Evaluation: ninetieth percentile of over 70 just lately run liveOps vs. management teams with 0.9 confidence interval

To speed up this efficiency, over the approaching months we’re increasing how your content material is used on Google Play by creating new high-impact placements and codecs. It’ll change into deeply built-in into customers’ experiences, from their homepages, by way of search and discovery, in your title’s listings, and instantly into your apps by way of deep hyperlinks.

New content material codecs will assist customers uncover and rediscover high-quality content material to take pleasure in. Remaining design might fluctuate.

That will help you take full benefit of the chance that content material on Play presents, we’re making key modifications in Play Console. These begin with the renaming of LiveOps to “Promotional Content material.” This displays the breadth of content material you’ll be able to undergo Play as we speak, and new content material varieties we’ll be including over time. We’ve additionally up to date format pointers, precedence quotas, and now allow bulk knowledge downloads. When you’re one of many hundreds of titles that already use Promotional Content material, search for messages in your Play Console Inbox to seek out out extra. We’re trying to increase entry to much more apps and video games subsequent yr.

These modifications convey much more alternatives to leverage your occasions to develop your lively viewers and income. Visibility and promotion throughout Play are additionally depending on the standard of your title and particular person content material. So be sure to verify our up to date content material pointers and proposals.

Driving reacquisitions

One other key a part of the lifecycle is bringing again customers who’ve tried your title earlier than. As cell ecosystems proceed to mature and builders proceed to take a position for the long-term, this development channel is barely getting extra necessary.

That’s why we’re introducing Churned-user Customized Retailer Listings. These allow you to inform a special story to customers on Play who’ve tried however uninstalled your apps or video games earlier than. As a result of our retailer listings energy experiences just like the overlay you see when interacting with an app advert on YouTube, your customized re-acquisition messages could be seen by customers throughout completely different Google surfaces.

Over the approaching months, we may even take a look at how Google Play will help allow extra reacquisition for excellent, high-quality titles. Churned-user Customized Retailer Listings will start rolling out in direction of the top of this yr and you may categorical your curiosity in being one of many first to make use of them by filling out this manner.

Caring about high quality – driving acquisitions for high-quality apps and video games

We deal with crafting thrilling and recent journeys for customers on Play. Amongst different indicators, high quality analysis elements in our groups’ judgements and editorial selections. Customers count on nice experiences, and we purpose to help titles that ship on their expectation which is why high quality is a key side of discovery.

First, we take into account in-app high quality. We take a look at a variety of things together with: Does your title have a elegant design, and content material that retains customers engaged for the long run? Is your onboarding expertise clear, and are any advertisements well-integrated? Does your title have intuitive navigation, controls, and menu entry? Do you meet the pointers for useful habits throughout all the shape elements that you just help? And is your title accessible to all customers?

Technical high quality is one other necessary consideration. It could actually differ vastly relying on person and machine, so we’re introducing new extra user-focused crash and ANR metrics in Android vitals. These will more and more affect Play Retailer remedies—steering customers away from titles which might be probably to supply a poor expertise on their particular gadgets, and in direction of ones which may be extra appropriate. In some circumstances, a warning may very well be displayed on retailer listings.

Customers might even see a retailer itemizing warning if a title has a user-perceived crash price or user-perceived ANR price above 8% on their telephone mannequin beginning November 30, 2022. Be aware that closing design and textual content is topic to vary.

We’ll warn you in Android vitals if there’s a threat that your app will get this therapy earlier than it’s seen in Play, so you’ll be able to take remedial motion. Please learn our App High quality weblog submit to be taught extra.

Lastly on the subject of high quality, we’re setting a minimal rankings bar of three.0 stars to enhance prime charts. We are going to first launch the rankings change to High Free charts worldwide and throughout all kind elements in February 2023. Later subsequent yr, we plan to convey this modification to prime paid and grossing charts as effectively.

Play Console has instruments so that you can triage your ranking, deep dive into prime points customers are writing about and reply to opinions instantly. Discover out extra right here.

Being clear about our contributions

As we proceed to make Play an much more invaluable platform for builders, we need to just be sure you can see the constructive influence our surfaces have in your development. So we’re updating Retailer Efficiency reviews to raised mirror how customers uncover your titles on Play. This consists of extra knowledge from off-Play experiences, differentiating paid-for and direct site visitors from customers’ natural habits on Play, and the inclusion of key discovery journeys – as an example, trying to find classes like ‘Puzzle Video games’ – in Discover site visitors. Coming quickly, we’ll ship you a message in Play Console when this replace goes reside.

All of those modifications, together with different thrilling options we’ve within the works, work collectively. So in the event you’re invested within the high quality of your experiences, evolving your provide, and crafting thrilling occasions and compelling content material, Play is the platform and accomplice to super-charge your development and success.

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