Introducing the new Google Play Music

Whether reminding you to leave to catch your flight, helping you find pictures of your daughter’s recital, or suggesting the right Smart Reply, Google builds tools that help you make the world of information more accessible and useful. And at Google Play Music, we strive for the same.

Building on our commitment to help you find the right music for any moment, today we’re introducing the new Google Play Music — a fresh take on our music streaming service that is smarter, easier to use, and much more assistive.

To deliver that, Google Play Music uses machine learning to figure out what music you like and then mixes in signals like location, activity, and the weather along with hand-picked playlists to personalize music for wherever you are and whenever you want tunes. Starting this week on Android, iOS and the web, the new experience will roll out globally (62 countries, to be precise).

DON’T THINK TWICE, IT’S ALL RIGHT

To provide even richer music recommendations based on Google’s understanding of your world, we’ve plugged into the contextual tools that power Google products. When you opt in, we’ll deliver personalized music based on where you are and why you are listening — relaxing at home, powering through at work, commuting, flying, exploring new cities, heading out on the town, and everything in between. Your workout music is front and center as you walk into the gym, a sunset soundtrack appears just as the sky goes pink, and tunes for focusing turn up at the library.

WHAT YOU WANT? BABY I GOT IT

The new Google Play Music has a brand new home screen built just for you. Think of it as the ultimate personal DJ—one who listens not only to what you like, but also when you like it, so the music that you care about now is always at the top of your screen. Maybe that's your favorite new release on Friday, the dance party playlist you listen to after work, or more music from a new artist you've just fallen in love with. Regardless, it will be there waiting for you to press play. Powered by Google's machine learning systems and honed by our team of expert music curators, your experience will keep evolving (and improving) as we get to know you better.

PLEASE DON’T STOP THE MUSIC

No connection? Lost in the desert? No problem. Well...except for the lost part (try Google Maps for that). When you subscribe, you’ll always be prepped with an offline playlist based on what you’ve listened to recently. As long as you remember to charge your phone, you’ll have your favorite tunes, even if you forgot to download them ahead of time.

From parks to airports to bars, whether you're walking, biking, or driving, the right music makes any moment better. With the new Google Play Music, we’re here to help with the perfect soundtrack for the things you do every day. After all, the only thing better than finding the perfect music is the perfect music finding you.

Grow your games business on Google Play: Game parameters management, video recording, streaming ads, and more

Posted by Morgan Dollard, Product Manager of Google Play Games

With mobile gamers across 190 countries, Google Play Games is made up of a vibrant and diverse gaming community. And these players are more engaged than ever. Over the past year, the number of games reaching over 1 million installs grew by 50 percent.

Today, at our annual Developer Day at the Game Developers Conference, we announced new platform and ads tools for developers, of all sizes reach, to reach this global audience and accelerate the growth of their games business. Check out below the full range of features that will help game developers build their apps, grow their user base, and earn more revenue.

Making Google Play Games better for players

In February, we introduced Gamer IDs so that anyone could create a gaming persona. We also simplified the sign-in process for Google Play Games so players could pick up playing their game more quickly. We’re also working on product enhancements to make Play Games a little more social and fun, which will mean more engaged players who’re playing your game for longer. One example is the launch of Gamer friends (coming soon!), where your players can add and interact with their friends from within the Google Play Games app (without needing a Google+ account).

We’re also launching the Indie Corner, a new collection on Google Play, that will highlight amazing games built by indie developers. You can nominate your awesome indie game for inclusion at g.co/indiecornersubmission. We’ll pick the best games to showcase based on the quality of the experience and exemplary use of Google Play game services.

Grow your game with powerful new features from Google Play game services

In January, we added features to Player Analytics, the free reporting tool of Google Play game services, which helps you understand how players are progressing, spending and churning. Today, we previewed some upcoming new tools that would be available in the coming months, including:

• Game parameters management: With game parameters management, you will be able to update gameplay and game economy parameters without the need for APK changes or resubmitting your app. You’ll be able to optimize virtual goods and currencies from the Developer Console or the Google Play Developer API.

Game parameters management in the Google Play Developer Console

• Video Recording API: You will be able to easily add video recording to your app and let users share their videos with their friends and on YouTube in a few simple steps. We are also adding live streaming functionality to allow your fans to broadcast their gameplay experiences in real time on YouTube.
  

• Predictive Analytics: The Player Stats API now has Predictive Analytics to help you identify which groups of players are likely to spend or churn, and we are adding new predictions for how much a player is likely to spend within 30 days and the probability that a player is a high spender. This allows you to tailor experiences for these players to try to increase their spend or engagement. Learn more about the
  
  Player Stats API.
  

“Not showing ads to users that were probable to spend increased number of IAP transactions by 15%.”
– Avetis Zakharyan, CEO Underwater Apps

New ad formats and targeting to find, keep and monetize high-quality gamers

Promoting your game and growing your audience is important, but it’s just as important to reach the right audience for your game, the players who want to open the game again and again. That’s why today we’ve unveiled new features that make it simpler to reach the right audience at scale.

• Search Trial Run Ads: In the next few weeks, we’ll launch a new way for users to try your game out when they do a search for games on Google through a new ad format, Search Trial Run Ads. After tapping “Try now”, an individual can play your game for up to 10 minutes, and then download the game in full if they choose. These ads will appear to smartphone users on WiFi. Using this format, you can drive qualified users who are likely to stay engaged with your game after install.
  

SGN’s Search Trial Run Ad for Panda Pop

• Portrait Video Ads: More than 80% of video ad views in mobile apps on the Google Display Network are from devices held vertically, but often these videos are created for landscape viewing. Over the next few weeks, we’re launching Portrait Video Ads for a full-screen, immersive portrait video experience. Developers have seen significant improvement in both click-through and conversion rates, resulting in lower cost per install and more installs.


• Active User Targeting for Games: In the coming weeks, we’re rolling out a new type of targeting for Android apps that allows you to show ads to users who have spent more than 30 minutes playing games, or who have played a Google Play Games integrated game, in the last 30 days.

Earn more revenue in your game with AdMob

AdMob helps game developers around the world maximize revenue through in-app advertising. At GDC, we also announced a new way to help you earn more through AdMob Mediation. Rewarded advertising is a popular form of game monetization -- users are given the choice to engage with ads in exchange for an in-app reward. AdMob Mediation will enable you to easily monetize your apps with rewarded video ads from a number of ad providers. Supported networks and platforms include AdColony, AppLovin, Chartboost, Fyber, Upsight and Vungle, with more being added all the time.

You can learn more about this, and all our ads announcements on the Inside AdWords blog.

This is just the start of what we’ve got planned for 2016. We hope you can make use of these tools to improve your game, engage your audience, and grow your business and revenue.

Find success on Google Play: What app developers can learn from games

Posted by Matteo Vallone, Business Development Manager at Google Play

(As a way to reach more app developers and help them grow successful businesses on Google Play, this post was first published on The Next Web – Ed.)

There is much common ground between freemium apps and games businesses when it comes to achieving success. Users are, however, more used to paying for games than apps, stemming from the history of traditional gaming consoles. Moreover, mobile games are also able to easily offer ‘virtual goods’ across a range of price points to suit every pocket. This means that game developers have had plenty of opportunity to learn about how to improve onboarding, conversion, and ultimately the user Lifetime Value (LTV). So what can app developers learn from game developers? Here are some best practice tips and insights from successful game developers that can be applied to many apps, today.

Drive app success the game developer way:

1. Optimize retention before investing in acquisition

Retention is king, and retention drives conversion. For games developers, retention is the key measure of game quality and whether it appeals to players.

Most game developers will “soft launch” to beta testing communities or test markets. During this phase, the game is tweaked to optimize retention by looking into specific areas, such as tutorial completion, level difficulty and conversion. Developers can then track retention using the Cohorts reports in Google Analytics. Once retention is satisfactory, the developer can go to full launch and start investing in user acquisition.

2. Retain users with step-by-step engagement

The first seven days after install are the most critical for retention: users install several apps to try them, and decide in the first few days which ones they want to keep using. If you can retain for that time span, your app is more likely to become part of the user’s daily routine.

There are some simple ways to progressively build user engagement. It’s important to present a strong story that explains why that app is relevant to the user, while introducing them to key features. Then place features that offer the user value early, so they can be found without much effort.

This is a not a one-size-fit-all. To find the right solution, a developer needs to first make assumptions on what user flows can improve retention and then run A/B tests to validate or correct them. For example, a developer could think that introducing sign-in later in the user flow might improve retention. Also, the developer needs to keep in mind what the key long term engagement metrics are for the individual app (such as photos uploaded or the number of articles read) and measure the impact of the different onboarding flows on those metrics as well.

In general, these principles are good places to start optimizing your onboarding:

• Look for ways to let the users experience the app straight away, rather than taking them through a long, complex setup.


• Present “activation moments” — such as registering an account, uploading a video, or finding friend — gradually


• Start by requiring minimal investment by the user, then ask them for more details as they are needed to use the apps features.


• Treat permissions as a service for the user. For example, if you want users to register, show them in advance that, by making their experience more personal, they’ll get more value from the app.

In this example, OkCupid tried different onboarding flows and found the most engaging version increased seven-day retention by over 20 percent.

Finally, ensure the user can understand the value of your app before you start asking them to pay. Game developers are particularly good at letting their users try most or all product features for free in in a set number of days or sessions.

A great tool to help analyze how users are engaging (or not) with the app is through the Flow Report in Google Analytics. Using this report, a developer can see how users navigate through the app and where they leave to identify potential roadblocks.

3. Target the right offers at the right users

Understanding different groups of users in-app purchase behavior is the key to devising strategies to encourage them to spend.

Start by identifying groups of users by how they spend and much they are likely to spend. It may be by age group, the channel that brought the install, or in-app behaviour. Use the Segment builder in Google Analytics to identify and define these groups of users. Then, tailor in-app purchase offers to match the segments spending behavior. For example, for segments where multiple users tend to spend more in one go, but spend infrequently, offer them in-app features bundled together.

4. Offer in-app purchases when users are most likely to spend

Users are also more likely to spend, if the purchasing experience is frictionless, and even more so when they can see how the expenditure will add value. So:

• Present purchase opportunities to users when they’re most likely to need or want it — and explain to the user why it’s relevant.


• Make purchasing accessible easily from within the app with a minimum number of taps. For example, offer an upgrade button on the footer of relevant screens.

TomTom added a countdown to indicate when the free service runs out (counted in kilometers travelled). The counter includes a button to upgrade offering a one tap in-app purchase.

Like all good game developers, they focus on building good experiences that retain and engage users through constant testing and analytics. First impressions are important, so users need to be able to quickly understand the importance of the app and easily navigate through the onboarding experience. And to start generating revenue, it is important to be thoughtful about how to make in-app purchases actionable.

Watch Matteo’s Playtime 2015 session ‘The rules of games, for apps’ to hear more in-depth insights which app developers can learn from games with best practices and developer examples:

You can also watch the other sessions from Google Playtime 2015 to learn more about tools and best practices which can help you find success with business on Google Play.

Play Games Loot Drop for Developers

Posted by Ben Frenkel, Product Manager Google Play Games


Launched last March, Player Analytics is already becoming an important tool for many game developers, helping them to manage their games businesses and optimize in-game player behavior. Today we’re expanding Player Analytics with two new analytics reports that give you better visibility into time-based player activity and custom game events. We’re also introducing a new Player Stats API to let you tune your game experience for specific segments of players across the game lifecycle. Along with those, we’re rolling out a new version of our C++/iOS SDKs and Unity plug-in and giving you better tools to manage repeating Quests.

New useful reports for developers

We are launching two new reports later this week in the Play Games developer console: the Player Time Series Explorer and the Events Viewer. We’ve also made improvements to our player retention report.

Player Time Series Explorer

Ever wondered what your players are doing in the first few minutes of gameplay? What happens just before players spend or churn? The time-series explorer lets you understand what happens in these critical moments for your players.


For example, you carefully built out the first set of experiences in your game, but are surprised by how many players never get through even the first set of challenges. With the Player Time Series Explorer, you can now see which challenges are impeding player progress most, and make targeted improvements to decrease the rate of churn. Learn more.


Customize settings to explore player time series

Select from a list of preset questions

Find out what happens before your players spend for the first time


Select “What happens before first spend” to see what happens just before your players spend for the first time. Time series are aligned by first spend event so you can easily explore what happened just before and after first purchase.

Find out what happens before your players churn


Select “What happens before churn” to see what happens before your players stop playing. In the example below, all the churn events are right aligned to make it easier to compare player time series.

Hovering over events shows you additional details

You can see more details for all event types by holding your cursor over the event’s shape. In this example, you can see that “Player 03” spent $4.99 after earning six achievements. Hovering over the achievement shapes will show you which specific achievements were earned.

Events Viewer

Now you can create your own reports based on your custom Play Games’ events. You can select multiple events to display and bookmark the report for easy access. Learn more.


Here’s an example showing how a developer can compare the rates at which Players are entering contests, winning, and almost winning. This report would identify opportunities to improve the balance of its contest modes. You can then bookmark the settings so you can easily track improvements.

28x28 day retention grid

We added a 28-day-by-28-day retention grid to help you compare retention rates across a larger number of new user cohorts.

Tailor player experiences with the Player Stats API

Stats and reports give you insights into your what your players are doing, but wouldn’t it be nice to take action on those insights in your game? That’s what the Player Stats API is all about. The Player Stats API lets you tailor player experiences to specific segments of players across the game lifecycle. Player segments are based on player progression, spend, and engagement.


Here are some examples of what you can do with Player Stats API:

• For highly engaged players that just aren’t spending, you can show them special bonuses that are aimed at recruiting others to play instead of spending


• For your most prolific spenders, you can provide occasional free gifts and upgrades


• For users that haven’t found their stride in your game, you can show them a video that directs them to community features, like clan attacks or alliances, that drive deeper engagement


• For players that have been away from the game for a while, you can give them a welcome back message that acknowledges impressive accomplishments, and award a badge designed to encourage return play

The Player Stats API is launching in the next few weeks.

C++/iOS SDK and Unity Plug-in updates

iOS support for Play game services just got a lot better. This update includes improved CocoaPods support, which will make it easier to configure Play game services in Xcode. This also means you’ll have a much easier time building for iOS using the Unity plug-in as well.


The latest build of the C++/iOS SDKs is now built on the new Google Sign-In framework, which adds support for authentication via multiple Google apps, including Gmail and YouTube. More importantly, if a player does not have any applicable Google apps installed, the Sign-In framework will bring up a webview within the app for authentication. Opening up a webview inside the app, instead of switching to a separate browser instance, makes for a much better user experience, and addresses a top developer request. For more on the new Google Sign-in library on iOS, check out this video. Learn more.

Improved Quests

Quests are a great way of engaging your players with new goals, and with this update we have made managing Quests easier with the introduction of repeating Quests. You can create Quests that run weekly or monthly by checking the repeating quest box. This will make it easier for you to engage your players with regularly occurring challenges. Repeating Quests will be launching in the next few weeks.


If you have previously integrated Quests, you can easily convert them into repeating quests by following two easy steps.


1. Go to Quests section of developer console, and open up an existing Quest. Click the copy Quest button at the top of the page

2. Scroll down to the Schedule section of the Quest form, check the “Repeating quest” box, select between monthly and weekly quests under “Repeats”, and leave the “Ends:” field set to “Never”. After hitting save, you are done! From then on, the quest will run weekly or monthly until you decide to end it.

Google Play game services (GPGS) docs and SDK downloads

• GPGS overview: https://developers.google.com/games/services/?utm_campaign=cwag-voice-actions-94


• Gettings started with GPGS guide: https://developers.google.com/games/services/console/enabling?utm_campaign=cwag-voice-actions-94


• Downloads
  
  
  
  • Android, iOS, and C++ SDK
  
  
  • Unity Plugin
  
  

Games developer, Dots, share their Do’s and Don’ts for improving your visibility on Google Play

Posted by Lily Sheringham, Developer Marketing at Google Play


Editor’s note: A few weeks ago we shared some tips from game developer, Seriously, on how they’ve been using notifications successfully to drive ongoing engagement. This week, we’re sharing tips from Christian Calderon at US game developer, Dots, on how to successfully optimize your Play Store Listing. -Ed.

A well thought-out Google Play store listing can significantly improve the discoverability of your app or game and drive installations. With the recent launch of Store Listing Experiments on the Google Play Developer Console, you can now conduct A/B tests on the text and graphics of your store listing page and use the data to make more informed decisions.

Dots is a US-founded game developer which released the popular game, Dots, and its addictive sequel, TwoDots. Dots used its store listings to showcase its brands and improve conversions by letting players know what to expect.

Christian Calderon, Head of Marketing for Dots, shared his top tips with us on store listings and visibility on Google Play.

Do’s and Don’ts for optimizing store listings on Google Play

Do’s	Don’ts
Do be creative and unique with the icon. Try to visually convince the user that your product is interesting and in alignment with what they are looking for.	Don’t spam keywords in your app title. Keep the title short, original and thoughtful and keep your brand in mind when representing your product offering.
Do remember to quickly respond to reviews and implement a scalable strategy to incorporate feedback into your product offering. App ratings are important social proof that your product is well liked.	Don’t overload the ‘short description’. Keep it concise. It should be used as a call-to-action to address your product’s core value proposition and invite the user to install the application. Remember to consider SEO best practices.
Do invest in a strong overall paid and organic acquisition strategy. More downloads will make your product seem more credible to users, increasing the likeliness that a user will install your app.	Don’t overuse text in your screenshots. They should create a visual narrative for what’s in your game and help users visualize your product offering, using localization where possible.
Do link your Google Play store listing to your website, social media accounts, press releases and any of your consumer-facing channels that may drive organic visibility to your target market. This can impact your search positioning.	Don’t have a negative, too short or confusing message in your “What’s New” copy. Let users know what updates, product changes or bug fixes have been implemented in new versions. Keep your copy buoyant, informative, concise and clear.
Do use Video Visualization to narrate the core value proposition. For TwoDots, our highest converting videos consist of gameplay, showcasing features and events within the game that let the player know exactly what to expect.	Don’t flood the user with information in the page description. Keep the body of the page description organized and concise and test different structural patterns that works best for you and your product!

Use Google Play Store Listing Experiments to increase your installs

As part of the 100 Days of Google Dev video series, Kobi Glick from the Google Play team explains how to test different graphics and text on your app or game’s Play Store listing to increase conversions using the new Store Listing Experiments feature in the Developer Console.

Find out more about using Store Listing Experiments to turn more of your visits into installs.

Android Developer Story: Wooga’s fast iterations on Android and Google Play

Posted by Leticia Lago, Google Play team

In order to make the best possible games, Wooga works on roughly 40 concepts and prototypes per year, out of which 10 go into production, around seven soft launch, and only two make it to global launch. It’s what they call “the hit filter." For their latest title, Agent Alice, they follow up with new episodes every week to maintain player interest and engagement over time.

The ability to quickly iterate both live and under development games is therefore key to Wooga’s business model — Android and Google Play provide them the tools they need and mean that new features and updates are made on Android first, before they get to other platforms.

Find out more from Sebastian Kriese, Head of Partnerships, and Pal Tamas Feher, Head of Engineering, and learn how the iteration features of Android and Google Play have contributed to successes such as Diamond Dash, Jelly Splash, and Agent Alice.

You can find out more about building successful games businesses on Android and Google Play at Google I/O 2015: in person, on the live stream, or session recordings after the event. Check out the following:

• Developers connecting the world through Google Play - Hear how the new mobile ecosystem including Google Play and Android are empowering developers to make good on the dream of connecting the world through technology to improve people's lives. This session will be live streamed.


• Growing games with Google — In addition to consoles, PC, and browser gaming, as well as phone and tablet games, there are emerging fields including virtual reality and mobile games in the living room. This talk covers how Google is helping developers across this broad range of platforms. This session will be live streamed.


• What’s new in the Google Play Developer Console - Google Play’s new launches will help you acquire more users and improve the quality of your app. Hear an overview of the latest features and how you can start taking advantage of them in the Developer Console.


• Smarter approaches to app testing — Hear about the new ways Google can help maximize the success of your next app launch with cheaper and easier testing strategies.

Power Great Gaming with New Analytics from Play Games

By Ben Frenkel, Google Play Games team

A few weeks ago at the Game Developers Conference (GDC), we announced Play Games Player Analytics, a new set of free reports to help you manage your games business and understand in-game player behavior. Today, we’re excited to make these new tools available to you in the Google Play Developer Console.

Analytics is a key component of running a game as a service, which is increasingly becoming a necessity for running a successful mobile gaming business. When you take a closer look at large developers that do this successfully, you find that they do three things really well:

• Manage their business to revenue targets


• Identify hot spots in their business metrics so they can continuously focus on the game updates that will drive the most impact


• Use analytics to understand how players are progressing, spending, and churning

“With player engagement and revenue data living under one roof, developers get a level of data quality that is simply not available to smaller teams without dedicated staff. As the tools evolve, I think Google Play Games Player Analytics will finally allow indie devs to confidently make data-driven changes that actually improve revenue.”

Kevin Pazirandeh
Developer of Zombie Highway 2

With Player Analytics, we wanted to make these capabilities available to the entire developer ecosystem on Google Play in a frictionless, easy-to-use way, freeing up your precious time to create great gaming experiences. Small studios, including the makers of Zombie Highway 2 and Bombsquad, have already started to see the benefits and impact of Player Analytics on their business.

Further, if you integrate with Google Play game services, you get this set of analytics with no incremental effort. But, for a little extra work, you can also unlock another set of high impact reports by integrating Google Play game services Events, starting with the Sources and Sinks report, a report to help you balance your in-game economy.

If you already have a game integrated with Google Play game services, go check out the new reports in the Google Play Developer Console today. For everyone else, enabling Player Analytics is as simple as adding a handful of lines of code to your game to integrate Google Play game services.

Manage your business to revenue targets

Set your spend target in Player Analytics by choosing a daily goal

To help assess the health of your games business, Player Analytics enables you to select a daily in-app purchase revenue target and then assess how you're doing against that goal through the Target vs Actual report depicted below. Learn more.

Identify hot spots using benchmarks with the Business Drivers report

Ever wonder how your game’s performance stacks up against other games? Player Analytics tells you exactly how well you are doing compared to similar games in your category.

Metrics highlighted in red are below the benchmark. Arrows indicate whether a metric is trending up or down, and any cell with the icon can be clicked to see more details about the underlying drivers of the change. Learn more.

Track player retention by new user cohort

In the Retention report, you can see the percentage of players that continued to play your game on the following seven days after installing your game.

Learn more.

See where players are spending their time, struggling, and churning with the Player Progression report

Measured by the number of achievements players have earned, the Player Progression funnel helps you identify where your players are struggling and churning to help you refine your game and, ultimately, improve retention. Add more achievements to make progression tracking more precise.

Learn more.

Manage your in-game economy with the Sources and Sinks report

The Sources and Sinks report helps you balance your in-game economy by showing the relationship between how quickly players are earning or buying and using resources.

For example, Eric Froemling, one man developer of BombSquad, used the Sources & Sinks report to help balance the rate at which players earned and spent tickets.

Read more about Eric’s experience with Player Analytics in his recent blog post.

To enable the Sources and Sinks report you will need to create and integrate Play game services Events that track sources of premium currency (e.g., gold coins earned), and sinks of premium currency (e.g., gold coins spent to buy in-app items).