Posted by Purnima Kochikar, Vice President of Play Partnerships
Whats up everybody,
This 12 months, Google Play celebrated our first decade of partnering together with your companies. So whether or not you simply launched your first app or recreation, or have been with us because the starting, thanks for becoming a member of us — and greater than 2.5 billion customers — on this journey.
2022 was a 12 months of uncertainty, with challenges to the worldwide economic system leaving many individuals and companies searching for methods to adapt to troublesome circumstances. However regardless of these troublesome circumstances, your apps and video games continued to assist individuals handle, reside and revel in their lives.
We launched #WeArePlay this 12 months to doc your tales from all over the world and showcase how your apps and video games are enhancing individuals’s lives.Certainly one of my favorites is from brothers Kennedy and Duke, who use their ambition to assist small companies with their finance must create Kippa, and at the moment are serving to to empower entrepreneurs all throughout Africa.
Within the US, Andrew Glantz used his ardour to help native communities to create GiftAMeal, a improbable app which inspires restaurant clients to take photographs of their meal, following which a meal is given to somebody at a neighborhood meals financial institution. Andrew estimates that 500 eating places have donated over 1 million meals up to now, which is an incredible achievement. We’re excited to proceed spotlighting your tales from everywhere in the world all through subsequent 12 months.
Within the mobile-first world we reside in immediately, it’s clear to see the impression of the experiences you construct on individuals’s lives, and it evokes my staff on daily basis.
Serving to you develop your companies extra effectively
In unsure financial occasions, we all know it’s vital to maintain your prices low, enhance your outcomes, and keep productive. That’s why we lately made various enhancements that will help you purchase and re-engage your customers extra effectively, and shared actionable greatest practices by way of our app development collection.
For choose titles, one other environment friendly approach to interact with new and current customers is by using Promotional content material playing cards, which video games have been utilizing for some time. This can be a nice approach to attain customers on Google Play with provides, launches, and occasions. For instance, Three Kingdoms Ways used the playing cards for publicity on all main occasions like pre-registration, new model launch, and new season. The playing cards launched throughout their first anniversary occasion in Hong Kong SAR and Taiwan elevated their recreation’s publicity within the Play Retailer by 35%.
We’re additionally excited to see apps beginning to use the playing cards. Dwell streaming service Twitch has run virtually 200 Promotional content material campaigns this 12 months, producing 36 million distinctive viewers and over 50 thousand app installs from the playing cards. It’s great to see these outcomes.
On common, companies utilizing Promotional content material playing cards drive +3.6% improve in income and a +5.1% improve in 28 day by day lively customers versus related titles that don’t. By measuring your success with the brand new reporting dashboard, you’ll see that the alternatives for optimization are big. For those who’re one of many 1000’s of titles that already use Promotional Content material, search for messages in your Play Console Inbox to seek out out extra. We’re seeking to increase entry to much more apps and video games subsequent 12 months.
Serving to you enter new markets
One nice approach to discover new customers is to go international. For cell video games, mature markets like Western Europe present a good development fee, however the international development fee is even larger because of the variety of cell players rising in rising markets equivalent to Southeast Asia, Latin America, India, and the Center East & Africa. An growing variety of apps and video games are monetizing efficiently throughout rising markets — for instance, Türkiye has seen a ~70% improve in shopper spend on apps this 12 months, and a ~50% improve for video games.
For these contemplating getting into new markets, native funds and monetization instruments may also help you improve purchaser conversion, engagement, and retention. This 12 months we launched strategic steerage in Play Console, which brings you various insights together with peerset comparisons and per-country breakdowns. These may also help you rapidly establish development alternatives, like what markets are underperforming and the place you’re a market chief. For extra greatest practices for getting into new markets, try our Google Play Academy programs, with extra coming quickly.
Supporting you to seek out customers on extra units
As we glance to the long run for what you are promoting development, it’s not solely about reaching individuals in additional markets, but in addition about reaching individuals on extra units. Customers are more and more investing in linked units past their telephones. Simply this 12 months, the variety of lively non-mobile Android units has grown by virtually 30%. That’s why it’s extra vital than ever to have the ability to meet your customers the place they’re, no matter their machine.
Supporting multi-platform gaming has been a serious funding this 12 months. We expanded Google Play Video games to PCs as a beta expertise throughout extra markets all over the world, gathering your suggestions and enhancing the product to higher match the wants of your gamers all over the world. Our higher purpose is that will help you to satisfy gamers the place they’re, and provides them entry to their video games on as many units as doable.
A lot of you’re already creating wonderful experiences throughout multi-form components, equivalent to wearables and foldables. Strava is one nice instance of how constructing these experiences can enhance engagement. They tapped into Google’s APIs, libraries and Android instruments to take the app expertise to the following stage for individuals who have invested in a wearable, and located that wearable customers additionally had 30% extra lively days than those that didn’t use a wearable.
Maintaining the ecosystem protected
We all know how arduous you’re employed to construct and develop these wonderful apps. As you scale your companies, we’re additionally dedicated to serving to you higher perceive the insurance policies that hold the ecosystem protected for individuals all over the place. Current insurance policies that will help you navigate belief and security on Google Play embrace increasing the Developer Helpline program to assist navigate coverage compliance points, and launching a Strike Removing program to assist compliance and deeper training on generally misunderstood coverage areas.
Rallying collectively into 2023
To maximise your success in periods of change, we have to rally collectively. We had been so excited to rejoice 100,000 followers this 12 months on our Google Play Enterprise Neighborhood Twitter channel, and welcome you to observe our group areas on Twitter and LinkedIn to attach together with your friends and construct data.
Care for yourselves and one another — and joyful holidays from our staff to yours.
Purnima Kochikar,
Vice President, Google Play Partnerships
