how to be successful on google play

Title | Subtitle

How to be Successful on Google Play

Dmitri MartynovHead of Google Play Apps&Games Business DevelopmentCentral and Eastern Europe

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

EMEA smartphone installed base forecast

2014 2015 2016 2017 2018 2019

250M

500M

750M

1B

1.25B

iOS

Other

Android

Source: Canalys Q2 2015

+50%Number of games with over 1M installs on Play in 2015

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?

Android N Preview

● Improved battery + performance● New interactions for large screens● Improved accessibility● New security features

Available now!

developer.android.com/preview

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

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

Design for Android TV

● Optimize for casual consumption

● Keep menus and interactions simple

● Immerse users in your game

● Follow best practices

GAMES

Android TV Distribution Channels

Smart TVs Over-the-top Boxes and Gaming Consoles Pay TV Set-Top Boxes

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

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

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

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

Gamer IDs & Avatar

● Auto sign in● User selected ID and pic for personal

expression● Little to no developer work required

Available now

Drive engagement with Gamer Friends

Find players Manage invites Discover games

Video Recording API

● Easy to integrate● Enables users to record and

share gameplay video● New! Stream gameplay through

YouTube

Available today

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

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

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

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

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


IDEA PROTOTYPE SOFT LAUNCH

HEADER IMAGE/VIDEO

ICON

DESCRIPTION

KEY IMAGES



Variant C

+91.3%

Variant B

-33.7%

VS

Variant A

-31.3%

Control



● 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!

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


80%year-on-year buyer

growth in Hong Kong


100%year-on-year buyer growth in Russia

Pre-Registration

IDEA PROTOTYPE SOFT LAUNCH LAUNCH

Player is drivento a developer’s marketing campaign pageand is pointed to pre-registration

Pre-Registration Flow

IDEA PROTOTYPE SOFT LAUNCH LAUNCH


ACHIEVEMENTS LEADERBOARDS SAVED GAMES PLAYER ANALYTICS

MULTIPLAYER QUESTSGAME GIFTS

Google Play Games services

PLAYER ANALYTICS



● 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



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


Sources & sink reports

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

Hovering over shapes shows you extra details

Show time series for common critical moments

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

Increase spend and reduce churn with Player Analytics

"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

Google Play features support you across the entire game development



Local Pricing

Player AnalyticsPre-RegistrationAlpha & Beta testing

Title | Subtitle

Thank youDmitri MartynovHead of Google Play Apps&Games Business DevelopmentCentral and Eastern Europe

how to be successful on google play

Software