Develop on Android & Find Success on Google Play | Matteo Vallone
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Transcript of Develop on Android & Find Success on Google Play | Matteo Vallone
Google Confidential and ProprietaryTitle | Subtitle
Develop on Android and Find Success on
Google PlayMatteo ValloneBusiness Development Manager Google Play EMEA
1+ Billion active devices
400 OEMs
developing for Android
500 Operator
partnerships
1.5M Android devicesactivated daily
1B+
77%of EMEA’s smartphones run Android
iOS OtherAndroid
Source: Canalys Q2 2015
14.7% 76.7%
8.7%
EMEA smartphone installed base forecast
2014 2015 2016 2017 2018 2019
250M
500M
750M
1B
1.25B
iOS
Other
Android
Source: Canalys Q2 2015
2012 (2H) 2013 2014 2015
Cloud Test LabPlayer AnalyticsDeveloper pages
Halt staged rolloutsPre-registration pages
Store listing experimentsUniversal app campaignsDistribute to Android Auto
Search ads in the Play StoreOpt-in to Google Play for WorkOpt-in to Designed for Families
User acquisition performance report Export data & programmatic access
Content ratings & new review process
History logEmail alerts
App IndexingSecurity alertsPublishing API
New game statsSubscriptions features
Distribute to Android TVDistribute to Android Wear
Reply to reviewsOptimization tips
Monetization reportsApp translation service
Beta testing & staged rollouts
Localized graphicsGoogle Play Developer Console
(Beta)
What’s new on Google Play?
Google Play features support you across the entire game development
IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
Store Listing Experiments
Player AnalyticsPre-Registration
Alpha & Beta testing
Open & Closed Alpha / Beta testing
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
PROTOTYPE
SOFT LAUNCH
Track store listing visitors and conversion
Optimize your store listing conversions with Store Listing Experiments
PROTOTYPE
SOFT LAUNCH
HEADER IMAGE/VIDEO
ICON
DESCRIPTION
SCREENSHOTS
Experiment with every asset
PROTOTYPE
SOFT LAUNCH
Store Listing Experiments
Variant C
+92%
Variant B
VS
Variant A
-31%
Control
-34%
PROTOTYPE
SOFT LAUNCH
Store Listing Experiments +6%
PROTOTYPE
SOFT LAUNCH
Store Listing Experiments
-8%
PROTOTYPE
SOFT LAUNCH
Store Listing Experiments
-8%
40 Seconds 15 Seconds
-2%
PROTOTYPE
SOFT LAUNCH
-8%
"Store experiments have helped SGN improve its ROI equation by improving our costs through higher
conversion rates and improving our LTVs through higher retention rates".
Matt Casertano, SVP of game operations at SGN
PROTOTYPE
SOFT LAUNCH
Store Listing Experiments ● Conduct testing based on
hypothesis ● Test one thing at a time, then
iterateon the results
● Run experiments long enough to achieve statistical significance
● Pay attention to the winning banner displaying the experiment results
● Be bold!
PROTOTYPE
SOFT LAUNCH
Pre-Registration
Player is drivento a developer’s marketing campaign pageand is pointed to pre-registration
PROTOTYPE
SOFT LAUNCH LAUNCH
Growing your business with Player Analytics
Player seesthe pre-registration page where they can pre-register
PROTOTYPE
SOFT LAUNCH LAUNCH
Growing your business with Player Analytics
Player is informedthat they will get notifications on launch day of the game
PROTOTYPE
SOFT LAUNCH LAUNCH
Growing your business with Player Analytics
Player is now pre-registered andsees the official YouTube video for the game and other stats about the game
PROTOTYPE
SOFT LAUNCH LAUNCH
Growing your business with Player Analytics
The player scrolls down the page and sees that they can share the game with others
PROTOTYPE
SOFT LAUNCH LAUNCH
Growing your business with Player Analytics
Launch Day:The game is ready to play! The player taps the notification and is taken to the game details page in the Play Store.
PROTOTYPE
SOFT LAUNCH LAUNCH
Growing your business with Player Analytics
From there, the player can install the game, get the reward, and start terminating!
PROTOTYPE
SOFT LAUNCH LAUNCH
PROTOTYPE
SOFT LAUNCH LAUNCH OPTIMIZE
ACHIEVEMENTS LEADERBOARDS SAVED GAMES PLAYER ANALYTICS
MULTIPLAYER QUESTSGAME GIFTS
Google Play game services
PLAYER ANALYTIC
S
PROTOTYPE
SOFT LAUNCH LAUNCH OPTIMIZE
Session percentile
Spend percentile
Days since last played
Average session length
# of session # of in-app purchases
Spend probability
Churn probability
Use player analytics stats to segment and target users
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
PROTOTYPE
SOFT LAUNCH LAUNCH OPTIMIZE
Eric identified that sources of tickets
were too high
He made changes to item costs & rates
ticketswere earned
Rate of tickets used now exceeds tickets earned
Average Tickets earnedAverage Tickets Spent
23
1
+140% +67%
ARPDAU ARPPU
Sources & sink reports
PROTOTYPE
SOFT LAUNCH LAUNCH OPTIMIZE
Google Play features support you across the entire game development
IDEA PROTOTYPE SOFT LAUNCH LAUNCH OPTIMIZE
Store Listing Experiments
Player AnalyticsPre-Registration
Alpha & Beta testing
Google Confidential and ProprietaryTitle | Subtitle
Thank youMatteo ValloneBusiness Development Manager Google Play EMEA