Original | Google insiders teach you how to use Google Play rules to promote mobile games

According to statistics, in 2014, Google Play shared revenues with developers worldwide as high as US$7 billion, equivalent to RMB 42 billion. There are approximately 1 billion Android devices running simultaneously around the world, and 75% of users have downloaded games on Google Play. That means there are more than 750 million players in the market. So what should we pay attention to when launching games on Google Play, what tools can we use, and how to do ASO well? Regarding this mobile game matter, Zhao Yijiang, head of Google Play Greater China, introduced the details of Google Play to developers at this GMIC.

The following is the edited version of the article:

1. Before going online, you can mine game seed users for testing

Google Play provides a testing platform called "Beta Test" for game developers. The role of this platform is to help debug the game through beta testing before the game is officially released to the global Android platform, so as to debug the game better. After uploading the test package, the developer can form a target testing group through advertising, purchasing, etc. Users who become the target test group can see the game on their Google Play, while others who are not invited cannot see the game. Test users also have a dedicated channel for feedback, which will not affect the game's rating. Functions including payment have also been opened, and developers can easily see their payment rates and other data. Beta Testing has become a standard practice for many foreign companies before launching on Google Play.

At the same time, Google Play has also opened the pre-registration function, which is a very popular promotion strategy in Japan and South Korea. Game developers only need to turn on the pre-registration function in Google Play, and users will see a registration button on the Google Play game display page. When he clicks register, he officially becomes part of the pre-registered users and can bind his account to the game. When the game is actually released, Google Play will send a notification to the user, telling him that the game is online and he can download it. Previous pre-registration functions may require users to leave their phone number or email address. Due to privacy concerns, many users would refuse pre-registration. But Google Play can solve this problem very well.

2. Free tools to help small and medium-sized developers

1) Google Play Games Sevries

This is a service similar to Apple's User Center. In the first half of 2014, it has nearly 100 million new users. Many developers now consider Play Games Sevries to be a very important tool. As we all know, every game can be registered. Instead of asking users to register an account and ID separately, it is better to use the Google account in the game. There is no need for a registration process, which reduces the user churn rate.

2) Player Analytics

In Google Play Games Sevries, there is also a Player Analytics feature that can help you better manage your goals and understand your users. Once you have Player Analytics, you can view certain specific charts in the background. Google hopes to enable relatively smaller developers to have considerable data analysis capabilities.

3) Payment method

Google currently accepts a variety of payment methods. The first is operator payment. Now more than 50 countries and regions support operator payment, including Chunghwa Telecom in Taiwan; the second is gift cards, such as Japan and Hong Kong. The last is Paypal, which can also be used as a good payment tool.

3. App store optimization is crucial

After the game is launched, it is also crucial to do a good job of app store optimization (ASO), and targeted operations should be performed according to different regions and different users. Developers can start from the following six aspects:

1) Game display page

The most important point for user acquisition is the game display page. The developers spend a lot of money, and this is the page that users come to. On the first page is the information about the game that gives them the first impression. After the Google Play revision, the game’s videos or screenshots and user rating system are placed in more prominent positions. In addition, a new feature has been added, which is the "one-sentence review". In the past, people had to write a very long game introduction, but now this one sentence is very important because it will serve as the first review to attract users' attention to the game introduction. Therefore, it is recommended that developers pay attention to this sentence and the level of its translation.

2) Icon

Icon also plays a significant role in acquiring users. The user conversion rates of different icons are also different. In addition, the icons of different countries can be different. For example, in the Korean market, players prefer female characters, so their icons tend to be more feminine.

3) Pricing

Pricing strategies vary from country to country. You can see that in countries like the United States and the United Kingdom, prices ending in ".99" are more attractive, and this is also the pricing they are used to seeing in various places in supermarkets. If it is a market like Japan or Taiwan, a round number will be enough.

4) Package size

In the pursuit of beautiful pictures, it is inevitable that the package will become larger. But if you can compress it, try to compress it as much as possible.

5) Version iteration

In Europe, a developer has made an interesting attempt to release a new version every week, allowing players to continuously explore the depth and breadth of the game. Instead, players continue to return to the game as new content is released, which greatly helps improve retention.

6) User comments

Because developers on Google Play can respond to user reviews, responding to and maintaining user reviews is crucial. Including whether they were late or misunderstood (in some countries and cultures, one star is the highest score). While developers are getting user feedback through reviews, they can also use responses to get players to change their impressions and ratings of you.

Conclusion

Although the number of Google Play users and user activity in China are relatively low, don't underestimate the influence of Google Play outside of China. It is basically on par with the App Store, so mobile games going overseas must be proficient in the refined operation and promotion of Google Play.