Dmitri Martynov, Head of Google Play Apps & Games, Russia & CEE, Google

1. Title | Subtitle
How to be Successful on
Google Play
Dmitri Martynov
Head of Google Play Apps&Games Business Development
Central and Eastern Europe

2. 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

3. EMEA smartphone installed base forecast
2014 2015 2016 2017 2018 2019
250M
500M
750M
1B
1.25B
iOS
Other
Android
Source: Canalys Q2 2015

4. +50%
Number of games with over 1M installs on Play in 2015

5. 2012 (2H) 2013 2014 2015
Cloud Test Lab
Player Analytics
Developer pages
Halt staged rollouts
Pre-registration pages
Store listing experiments
Universal app campaigns
Distribute to Android Auto
Search ads in the Play Store
Opt-in to Google Play for Work
Opt-in to Designed for Families
User acquisition performance report
Export data & programmatic access
Content ratings & new review process
History log
Email alerts
App Indexing
Security alerts
Publishing API
New game stats
Subscriptions features
Distribute to Android TV
Distribute to Android Wear
Reply to reviews
Optimization tips
Monetization reports
App translation service
Beta testing & staged rollouts
Localized graphics
Google Play Developer Console (Beta)
What’s new on Google Play?

6. Android N Preview
● Improved battery + performance
● New interactions for large screens
● Improved accessibility
● New security features
Available now!
developer.android.com/preview

7. 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

8. 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

9. Design for Android TV
● Optimize for casual consumption
● Keep menus and interactions simple
● Immerse users in your game
● Follow best practices

10. GAMES
Android TV Distribution Channels
Smart TVs
Over-the-top Boxes
and Gaming Consoles
Pay TV Set-Top Boxes

11. 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

12. 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

13. 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

14. GAMES
Games
50%
25%
0
75%
100%
10 30 50 70 90
Days
Top 10
Top 50
Top 100
Top 5000
First impressions
matter
Retention is king
Source: Quettra, Aug 2015

15. Gamer IDs & Avatar
● Auto sign in
● User selected ID and pic for personal
expression
● Little to no developer work required
Available now

16. Drive engagement with Gamer Friends
Find players Manage invites Discover games

17. Video Recording API
● Easy to integrate
● Enables users to record and
share gameplay video
● New! Stream gameplay through
YouTube
Available today

18. Update your game dynamically with
Game Parameters Management
3
Manage
Your currencies
Create time and location based
overrides
2
1
Manage your
virtual good
inventory and
gameplay
parameters

19. 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

20. 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

21. 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

22. 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

23. Store Listing Experiments
IDEA PROTOTYPE SOFT LAUNCH
HEADER
IMAGE/VIDEO
ICON
DESCRIPTION
KEY IMAGES

24. Store Listing Experiments
IDEA PROTOTYPE SOFT LAUNCH
Variant C
+91.3%
Variant B
-33.7%
VS
Variant A
-31.3%
Control

25. Store Listing Experiments
IDEA PROTOTYPE SOFT LAUNCH
● Conduct testing based on hypothesis
● Test one thing at a time, then iterate
on the results
● Run experiments long enough to
achieve statistical significance
● Pay attention to the winning banner
displaying the experiment results
● Be bold!

26. Offering locally relevant payment
methods 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

27. Pre-Registration
IDEA PROTOTYPE SOFT LAUNCH LAUNCH
Player is driven
to a developer’s
marketing campaign
page
and is pointed to pre-
registration

28. Pre-Registration Flow
IDEA PROTOTYPE SOFT LAUNCH LAUNCH

29. IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
ACHIEVEMENTS LEADERBOARDS SAVED GAMES
PLAYER
ANALYTICS
MULTIPLAYER QUESTSGAME GIFTS
Google Play Games services

30. PLAYER
ANALYTICS
IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE

31. 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

32. Eric identified that
sources of tickets was
too high
He made changes to cost
of items & rates tickets
were earned
Rate of tickets used now
exceeds tickets earned
Average Tickets earned
Average Tickets Spent
2
3
1
+140% +67%
ARPDAU ARPPU
IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
Sources & sink reports

33. 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 data
by timestamp
or sequence

34. Hovering over shapes shows you extra details

35. Show time series for common critical moments

36. 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

37. Increase spend and reduce churn
with Player Analytics

38. "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 Whitham
CEO - Max Games

39. 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

40. Title | Subtitle
Thank you
Dmitri Martynov
Head of Google Play Apps&Games Business Development
Central and Eastern Europe