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Title | Subtitle
How to be Successful on Google Play
Dmitri MartynovHead of Google Play Apps&Games Business DevelopmentCentral and Eastern Europe
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APPS
1 Million+apps available
$7 Billion+paid to developers in 12 months
50 Billion+app installs
1 Billion+30-Day active users
Google Play empowers developers to build successful businesses worldwide
Source: Google Internal
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EMEA smartphone installed base forecast
2014 2015 2016 2017 2018 2019
250M
500M
750M
1B
1.25B
iOS
Other
Android
Source: Canalys Q2 2015
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+50%Number of games with over 1M installs on Play in 2015
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2012 (2H) 2013 2014 2015
Cloud Test LabPlayer AnalyticsDeveloper pages
Halt staged rolloutsPre-registration pages
Store listing experimentsUniversal app campaignsDistribute to Android Auto
Search ads in the Play StoreOpt-in to Google Play for WorkOpt-in to Designed for Families
User acquisition performance report Export data & programmatic access
Content ratings & new review process
History logEmail alerts
App IndexingSecurity alertsPublishing API
New game statsSubscriptions features
Distribute to Android TVDistribute to Android Wear
Reply to reviewsOptimization tips
Monetization reportsApp translation service
Beta testing & staged rollouts
Localized graphicsGoogle Play Developer Console (Beta)
What’s new on Google Play?
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Android N Preview
● Improved battery + performance● New interactions for large screens● Improved accessibility● New security features
Available now!
developer.android.com/preview
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Android N Preview
● OpenGL ES 3.2● Multi-window support● Picture In Picture on Android TV● Data Saver ● Notification bundling and customization
Download and give us feedback today!
Features for game developers
developer.android.com/preview
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High Performance Graphics: Vulkan
● Better battery life for all applications● Application control of memory allocation● Asynchronous command generation● Multithreaded design, from the ground up● Mobile-friendly features● Offline shader compilation
To be supported on Android
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Design for Android TV
● Optimize for casual consumption
● Keep menus and interactions simple
● Immerse users in your game
● Follow best practices
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GAMES
Android TV Distribution Channels
Smart TVs Over-the-top Boxes and Gaming Consoles Pay TV Set-Top Boxes
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Active User Targeting pinpoints gamers
Promote your app to game lovers
● New targeting in AdWords that helps you find users in last 30 days who have:○ spent ≥ 30 mins playing games ○ played a Google Play Games
integrated app
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Showcase your game with Portrait Video Ads
Less orientation, more installs
● Full-screen video in portrait mode● Engage users: 80% of in-app video
ad views on the Google Display Network are vertical
● Upload portrait videos to AdWords● Launching in the next few weeks
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Get qualified installs with Search Trial Run Ads
Stream games from Google search ads
● Users can try your game before downloading it
● More active users post install● Session length and in-app metrics
reported● Beta launching soon
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GAMES
Games
50%
25%
0
75%
100%
10 30 50 70 90
Days
Top 10
Top 50
Top 100
Top 5000
First impressions matterRetention is king
Source: Quettra, Aug 2015
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Gamer IDs & Avatar
● Auto sign in● User selected ID and pic for personal
expression● Little to no developer work required
Available now
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Drive engagement with Gamer Friends
Find players Manage invites Discover games
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Video Recording API
● Easy to integrate● Enables users to record and
share gameplay video● New! Stream gameplay through
YouTube
Available today
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Update your game dynamically with
Game Parameters Management3
Manage Your currencies
Create time and location based overrides
2
1
Manage your virtual good inventory and gameplay parameters
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Player Stats API
95th percentile spender
5 minute average session
length
20 in-app purchases
At high-risk of churn
60th percentile sessions
Last played 10 days ago
>200 sessions
Likely to spend
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Two new predictions
Basic stats- 95th percentile sessions- 5 minute avg session length- Player > 200 sessions
Predictions- Low-risk of churn- Likely to spend- *new* Predicted to be a high spender- *new* Predicted spend next 30 days $50
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Google Play features support you across the entire game development
IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
Store Listing Experiments
Local pricing
Player AnalyticsPre-RegistrationAlpha & Beta testing
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Open & Closed Alpha / Beta testing
IDEA PROTOTYPE
● Open testing: any user can opt in with a single click
● Closed testing: only specified users can join. Specify email address (new!), Google group, Google+ community
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Store Listing Experiments
IDEA PROTOTYPE SOFT LAUNCH
HEADER IMAGE/VIDEO
ICON
DESCRIPTION
KEY IMAGES
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Store Listing Experiments
IDEA PROTOTYPE SOFT LAUNCH
Variant C
+91.3%
Variant B
-33.7%
VS
Variant A
-31.3%
Control
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Store Listing Experiments
IDEA PROTOTYPE SOFT LAUNCH
● Conduct testing based on hypothesis
● Test one thing at a time, then iterateon the results
● Run experiments long enough to achieve statistical significance
● Pay attention to the winning banner displaying the experiment results
● Be bold!
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Offering locally relevant paymentmethods to convert more users
Locally relevant payments resulted in
70%year-on-year buyer growth in Germany
38%year-on-year growth in
developers with primarily international
sales
Locally relevant payments resulted in
80%year-on-year buyer
growth in Hong Kong
Locally relevant payments resulted in
100%year-on-year buyer growth in Russia
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Pre-Registration
IDEA PROTOTYPE SOFT LAUNCH LAUNCH
Player is drivento a developer’s marketing campaign pageand is pointed to pre-registration
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Pre-Registration Flow
IDEA PROTOTYPE SOFT LAUNCH LAUNCH
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IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
ACHIEVEMENTS LEADERBOARDS SAVED GAMES PLAYER ANALYTICS
MULTIPLAYER QUESTSGAME GIFTS
Google Play Games services
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PLAYER ANALYTICS
IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
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IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
● Developed by Eric Froemling, a one-man army who does everything
● Very compelling game
● 3M+ downloads
● Awesome retention
Case Study: Bomb Squad
https://www.youtube.com/watch?v=3ks0IwqLNnI
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Eric identified that sources of tickets was
too high
He made changes to costof items & rates tickets
were earned
Rate of tickets used now exceeds tickets earned
Average Tickets earned
Average Tickets Spent
23
1+140% +67%
ARPDAU ARPPU
IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
Sources & sink reports
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Time series explorer overview
Compare different types of players
Show time series with selected player events
Show activity for custom events
Show activity for predefined events
Zoom level shortcuts
Organize databy timestampor sequence
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Hovering over shapes shows you extra details
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Show time series for common critical moments
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Events viewer overview
Choose between column and line
chart types
Choose how to aggregate activity
data
Select events to display
Look at activity data by calendar day or
day of week
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Increase spend and reduce churn with Player Analytics
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"The Funnel Report is vital to balancing our game Stick Wars: Legacy. Using the Play Games funnel report, we were able to reduce churn in level 6 by ~40%"
Jason WhithamCEO - Max Games
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Google Play features support you across the entire game development
IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
Store Listing Experiments
Local Pricing
Player AnalyticsPre-RegistrationAlpha & Beta testing
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Title | Subtitle
Thank youDmitri MartynovHead of Google Play Apps&Games Business DevelopmentCentral and Eastern Europe