Posted by Purnima Kochikar, Vice President of Play Partnerships
Howdy everybody,
This yr, Google Play celebrated our first decade of partnering together with your companies. So whether or not you simply launched your first app or sport, 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 yr of uncertainty, with challenges to the worldwide economic system leaving many individuals and companies in search of methods to adapt to tough circumstances. However regardless of these tough circumstances, your apps and video games continued to assist folks handle, dwell and revel in their lives.
We launched #WeArePlay this yr to doc your tales from around the globe and showcase how your apps and video games are enhancing folks’s lives.
One in every 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 assist native communities to create GiftAMeal, a unbelievable 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 so far, which is a tremendous achievement. We’re excited to proceed spotlighting your tales from all around the world all through subsequent yr.
Within the mobile-first world we dwell in in the present day, it’s clear to see the impression of the experiences you construct on folks’s lives, and it evokes my workforce each day.
Serving to you develop your companies extra effectively
In unsure financial occasions, we all know it’s necessary to maintain your prices low, enhance your outcomes, and keep productive. That’s why we not too long ago made various enhancements that will help you purchase and re-engage your customers extra effectively, and shared actionable greatest practices by means of our app development sequence.
For choose titles, one other environment friendly strategy to interact with new and present customers is by using Promotional content material playing cards, which video games have been utilizing for some time. This can be a nice strategy to attain customers on Google Play with presents, launches, and occasions. For instance, Three Kingdoms Techniques 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 sport’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 yr, 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% enhance in income and a +5.1% enhance in 28 each day energetic customers versus comparable titles that don’t. By measuring your success with the brand new reporting dashboard, you’ll see that the alternatives for optimization are big. In case 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 develop entry to much more apps and video games subsequent yr.
Serving to you enter new markets
One nice strategy to discover new customers is to go world. For cellular video games, mature markets like Western Europe present a good development charge, however the world development charge is even increased because of the variety of cellular avid gamers rising in rising markets reminiscent of 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% enhance in shopper spend on apps this yr, and a ~50% enhance for video games.
For these contemplating coming into new markets, native funds and monetization instruments might help you enhance purchaser conversion, engagement, and retention. This yr we launched strategic steerage in Play Console, which brings you various insights together with peerset comparisons and per-country breakdowns. These might help you rapidly determine development alternatives, like what markets are underperforming and the place you’re a market chief. For extra greatest practices for coming into new markets, take a look at our Google Play Academy programs, with extra coming quickly.
Supporting you to seek out customers on extra gadgets
As we glance to the long run for your small business development, it’s not solely about reaching folks in additional markets, but in addition about reaching folks on extra gadgets. Customers are more and more investing in related gadgets past their telephones. Simply this yr, the variety of energetic non-mobile Android gadgets has grown by virtually 30%. That’s why it’s extra necessary than ever to have the ability to meet your customers the place they’re, no matter their system.
Supporting multi-platform gaming has been a serious funding this yr. We expanded Google Play Video games to PCs as a beta expertise throughout extra markets around the globe, gathering your suggestions and enhancing the product to raised match the wants of your gamers around the globe. Our larger goal is that will help you to fulfill gamers the place they’re, and provides them entry to their video games on as many gadgets as attainable.
A lot of you might be already creating wonderful experiences throughout multi-form elements, reminiscent of 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 degree for individuals who have invested in a wearable, and located that wearable customers additionally had 30% extra energetic days than those that didn’t use a wearable.
Preserving the ecosystem secure
We all know how laborious 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 preserve the ecosystem secure for folks in all places. Current insurance policies that will help you navigate belief and security on Google Play embody increasing the Developer Helpline program to assist navigate coverage compliance points, and launching a Strike Elimination 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 have been so excited to have fun 100,000 followers this yr on our Google Play Enterprise Group Twitter channel, and welcome you to comply with our neighborhood areas on Twitter and LinkedIn to attach together with your friends and construct information.
Deal with yourselves and one another — and pleased holidays from our workforce to yours.
Purnima Kochikar,
Vice President, Google Play Partnerships
