Showing posts with label GooglePlay. Show all posts
Showing posts with label GooglePlay. Show all posts

Tuesday, October 18, 2016

Android Developer Story: StoryToys finds success in the ‘Family’ section on Google Play


Posted by Lily Sheringham, Google Play team


Based in Dublin, Ireland, href="https://play.google.com/store/apps/dev?id=8762313232916265908">StoryToys
is a leading publisher of interactive books and games for children. Like most
kids’ app developers, they faced the challenges of engaging with the right
audiences to get their content discovered. Since the launch of the Family
section on Google Play, StoryToys has experienced an uplift of 270% in revenue
and an increase of 1300% in downloads.


Hear Emmet O’Neill, Chief Product Officer, and Gavin Barrett, Commercial
Director, discuss how the Family section creates a trusted and creative space
for families to find new content. Also hear how beta testing, localized pricing
and more, has allowed StoryToy’s flagship app, href="https://play.google.com/store/apps/details?id=com.storytoys.myveryhungrycaterpillar.free.android.googleplay">My
Very Hungry Caterpillar
, to significantly increase engagement and revenue.



href="https://developer.android.com/distribute/googleplay/families/about.html">Learn
more about Google Play for Families
and href="http://g.co/play/playbook-androiddevblogposts-evergreen">get the Playbook
for Developers app
to stay up-to-date with more features and best practices
that will help you grow a successful business on Google Play.

Tuesday, August 16, 2016

5 Tips to help you improve game-as-a-service monetization

Posted by Moonlit Wang, Partner Development Manager at Google Play
Games, & Tammy Levy, Director of Product for Mobile at href="http://developers.kongregate.com/">Kongregate



In today’s world of game-as-a-service on mobile, the lifetime value of a player
is a lot more complex, where revenue is now the sum of many micro transactions
instead of a single purchase with traditional console games.


Of course you don’t need a sophisticated statistical model to understand that
the more time a player invests in your game, and the more money they spend, the
greater their LTV. But how can you design and improve monetization as a mobile
game developer? Here are 5 tips to help you improve game-as-a-service
monetization, with best practice examples from mobile games publisher, href="https://play.google.com/store/apps/dev?id=7580247376460930437&hl=en_GB">Kongregate:


1. Track player behavior metrics that have a strong and positive correlation with LTV




  • D1, D7, D30 retention indicates how well a casual player
    can be converted into a committed fan.
  • Session length and frequency measures user engagement and
    how fun your game is.
  • Completion rate at important milestones can measure and
    pinpoint churn.
  • Buyer and repeated buyer conversion, represents your most
    valuable user segment.


2. Optimize for long-term engagement and delight your best players

Retention is the first metric that can distinguish great games from mediocre
ones. Games with higher retention rates throughout the user’ lifecycle, monetize
better consistently. Retention is king, and more importantly, long-term
retention should be prioritized.
Therefore, when designing your game,
aim to create a sophisticated and engaging experience to delight your most
committed fans.



[This chart shows the retention of top games / apps over time]





  • When considering long term retention, focus on achieving a strong D30, but
    also look beyond the first 30 days. Measure long term retention
    by assessing the following rates: D30 to D60, D30 to D90, and D30 to D180. The
    higher the rate, the stickier your game is in the long term, which will increase
    your LTV.
  • Players are willing to pay a fixed amount of money per hour of “fun”, so
    think about updates when designing your game, to make
    the content rich and fun for those who will play at very high levels and
    spend the most time within your game
    , don’t gate your players or hinder
    their in-game progression.
  • Use the href="http://android-developers.blogspot.com/2016/01/new-features-to-better-understand.html">Google
    Play Games Services - Funnel Report
    to help you track different
    milestone completion rates in your games, so you can identify drop off points
    and reduce churn
.
3. Increase buyer conversion through targeted offers



First-time buyer conversion is the most important as player churn rate
drops significantly after the first purchase
, but stays relatively flat
regardless of the amount spent. Also, past purchase behavior is the best
predictor of future purchases. Find your first-time and repeated buyer
conversion rate directly in the href="https://developer.android.com/distribute/users/user-acquisition.html">Developer
Console.






  • Use A/B testing to find the price that will maximize your total
    revenue
    . Different people have different willingness to pay for
    a given product
    and the tradeoff between price and quantity is
    different for different products, so don’t decrease prices blindly.
  • Tailor your in-game experience as well as in-app purchase offersbased on the player’s predicted probability to spend using the href="https://developers.google.com/games/services/android/stats">Player Stats
    API
    ,
    which
    predicts players churn and spend.




For example, in href="https://play.google.com/store/apps/developer?id=Kongregate&hl=en_GB&e=-EnableAppDetailsPageRedesign">Kongregate’s
game href="https://play.google.com/store/apps/details?id=com.kongregate.mobile.spellstone.google&hl=en_GB">Spellstone,
testing two pricing points for a promotion called Shard Bot, which provides
players with a daily “drip” of Shards (the premium currency) for 30 days, showed
players had a much stronger preference for the higher priced
pack.
The first pack, Shard Bot, priced at $4, granted players 5 daily
shards, and the second pack, the Super Shard Bot, was priced at $8 and granted
players 10 daily shards.





[Two week test results showing preference for the more expensive pack, which also generated more revenue]




Kongregate decided to keep the higher priced Super Shard Bot in the store,
although both packs resulted in very similar retention rates:




4. As well as what monetization features to implement, take into consideration why, when and how to do so





  • Why: “Buyer intent” is most important. Any item with a
    price tag should serve to enhance your players in-game experience.
    For
    example, a new map, a new power, something exciting and additional to the free
    experience. Don’t gate your players with a purchase-only item as happy users
    means more time spent with your game, which will lead to higher
    revenue. Educate users by gifting some free premium goods and currency during the tutorial, and let users experience the benefit first.





  • When: Time offers based on when users may need it.
    If your IAP is to continue gameplay after timeout, then you should surface it
    right when the timer ends. If your IAP is to offer premium equipment, then you
    should surface it when users gear up their characters. The offer should be
    contextually relevant, such that the content should cater to the player’s
    current status and needs in-game.




    In particular, Starter Packs or New Buyer Promos need to be well timed. Players
    need to understand the value and importance of all the items before they are
    shown the promotion. If surfaced too early, players will not feel compelled to
    purchase. If surfaced too late, the offer will not be compelling enough. The
    Starter Pack should appear within 3 to 5 sessions since install, depending on
    your game. Additionally, limiting its availability to 3 to 5 days will urge
    players to make a quicker purchase decision.









  • Powerful cards that have an immediate effect in battle
  • High rarity upgrade materials to upgrade your card deck
  • A generous amount of soft currency that can be used in all areas of the game
  • A generous amount of hard currency so players can purchase premium store
    items
  • Rare upgrade materials for Heroes




[Example starter pack offer in Battle Hands]


Thanks to the strength of the promotion over 50% of players choose the Starter Pack instead of the regular gems offerings:






  • How: There are many ways you can implement premium content and goods in your game, such as power-ups, characters, equipment, maps, hints, chapters etc. The two most impactful monetization designs are:


      Gacha - There are many ways to design, present and balance gacha but the key is to have randomized rewards, which allows you to sell extremely powerful items that players want without having to charge really high prices per purchase.



[Example of randomized rewards in Raid Brigade’s boxes]



      LiveOps - Limited time content on a regular cadence will also create really compelling opportunities for the players to both engage further with the game and invest in the game. For instance, Adventure Capitalist has been releasing regular limited themed time events with their spin on the permanent content, their own progression, achievements and IAP promotions.




[Example timed event for Adventure Capitalist]



Through this initiative, the game has seen regular increases in both engagement and revenue during event times without affecting the non-event periods:




[Timed events drastically increase engagement and revenue without lowering the baseline average over time]


5. Take into account local prices and pricing models



Just like different people have different willingness-to-pay, different markets have different purchasing powers.



    • Test what price points make sense for local consumers in each major market.
      Don’t just apply an umbrella discount, find the price points that maximize total
      revenue.
    • Consider charm pricing but remember it doesn’t work everywhere.For example, in the United States, prices always end in $x.99, but
      that’s not the case in Japan and Korea, where rounded numbers are used. Pricing
      in accordance to the local norm signals to the customers that you care and
      designed the game with them in mind. The Google Developer Console now
      automatically applies href="https://support.google.com/googleplay/android-developer/answer/6334373?hl=en&ref_topic=6075663">local
      pricing conventions
      of each currency for you.




href="http://android-developers.blogspot.co.uk/2016/06/android-developer-story-vietnamese.html">Check
out the Android Developer Story from games developer, Divmob
, who improved
their game’s monetization threefold simply by adopting sub-dollar pricing
strategies. Also, href="https://play.google.com/store/books/details/Google_Inc_The_Building_for_Billions_Playbook_for?id=cJEjDAAAQBAJ&e=-EnableAppDetailsPageRedesign">learn
more best practices about building for billions
to get more tips on
monetization.




href="https://play.google.com/store/apps/details?id=com.google.android.apps.secrets">Get
the Playbook for Developers app
and stay up-to-date with more features and
best practices that will help you grow a successful business on Google Play.

Wednesday, July 27, 2016

Android Developer Story: Culture Alley reaches millions of English learners on Google Play

Posted by Lily Sheringham, Google Play team


href="https://play.google.com/store/apps/developer?id=Culture%20Alley&hl=en_GB">Culture
Alley
developed the app href="https://play.google.com/store/apps/details?id=com.CultureAlley.japanese.english&hl=en_GB&e=-EnableAppDetailsPageRedesign">Hello
English
to help Indians learn English through gamification, supporting over
15 dialects. More than 13 million people now use Hello English in India and
around the world.


Hear Nishant Patni, Founder & CEO and Pranshu Bhandari, Co-Founder, explain how
they optimized the app to address challenges faced by emerging markets. Learn
how they used various Google Play tools to address varying levels of
connectivity and device capabilities, and improve user retention.



href="https://play.google.com/store/books/details/Google_Inc_The_Building_for_Billions_Playbook_for?id=cJEjDAAAQBAJ&e=-EnableAppDetailsPageRedesign">Learn
more best practices about building for billions
and href="https://www.youtube.com/watch?v=PfwHq8w9GBc&list=PLWz5rJ2EKKc_ElGrEtiEXc83m1SeYu3-Q&index=11">watch
the ‘10 tips to build an app for billions of users
’ video to get more tips.
Also, get the
Playbook for Developers app
and stay up-to-date with more features and best
practices that will help you grow a successful business on Google Play.

Wednesday, June 1, 2016

Android Developer Story: Vietnamese games developer Divmob finds more users with localized pricing on Google Play

Posted by Lily Sheringham, Google Play team




Based in Ho Chi Minh City in Vietnam, games developer Divmob has grown quickly from an original team of five people to 40 employees since
it was founded three years ago. Divmob now has over 40 million downloads across
its various titles, including the popular game, Epic Heroes War.



Watch Ngo Van Luyen, CEO & Founder at Divmob, and his team explain how
introducing sub-dollar pricing in various markets resulted in a 300% increase
in daily transactions, and increased the number of paying users threefold.






Find out more about local pricing models on Google Play



We recently introduced new features in the Google Play Developer Console to
help you meet local expectations when setting prices, to make purchases more
attractive to your users. The Developer Console will now automatically round
pricing to local conventions in each market, and you can also set up pricing
templates to manage pricing across multiple currencies more efficiently, and
easily make bulk changes to the prices of multiple apps and in-app products in
a single click. Learn more about the improved local pricing tools.


Wednesday, April 6, 2016

Android Developer Story: Video editing app WeVideo increases user engagement with material design

Posted by Lily Sheringham, Google Play team



WeVideo is a video editing platform founded on a vision to make video creation accessible to anyone, anywhere. They first launched the popular WeVideo Video Editor app for Android, and since the latest update to the app, revenue on the platform has doubled every two months. In fact, almost 85% of their mobile users are on Android devices.



Watch Krishna Menon, President & CTO, and Oleg Tsaregorodtsev, Head of Mobile Development at WeVideo, explain how relaunching their app with material design increased user engagement by 100%. They also share how WeVideo improved monetization and installs using ratings & reviews, store listing experiments, and other features on Google Play.





Find out more about material design principles, and, learn how to find success on Google Play.

Wednesday, October 21, 2015

Android Developer Story: RogerVoice takes advantage of beta testing to launch its app on Android first

Posted by Lily Sheringham, Google Play team



RogerVoice is an app which enables people who are hearing impaired to make phone calls through voice recognition and text captions. Founded by Olivier Jeannel, who grew up with more than 80 percent hearing loss, the company successfully raised $35,000 through Kickstarter to get off the ground. Today the team publicly released the app on the Android platform first.



The team behind RogerVoice talk about how material design and beta testing helped them create an interface which is accessible and intuitive to navigate for users.







Learn more about how RogerVoice built its app with the help of Google Play features:



  • Material Design: How Material Design helps you create beautiful, engaging apps.

  • Beta testing: Learn more about using beta testing on Google Play for your app.

  • Developer Console: Make the most of the Google Play Developer Console to publish your apps and grow and engage your user base.