Delivered at Casual Connect Europe 2016 With over 78% of smartphones and 62% of tablets running on Android, Google Play is experiencing incredible momentum. Find out tips from the Google Play team on how to improve your store listing and optimize your game successfully.

1. Google Confidential and ProprietaryTitle | Subtitle
Develop on Android and
Find Success on
Google Play
Matteo Vallone
Business Development Manager
Google Play EMEA

2. 1+ Billion active devices
400
OEMs developing
for Android
500
Operator
partnerships
1.5M
Android devices
activated daily
1B+

3. 77%
of EMEA’s
smartphones run
Android
iOS OtherAndroid
Source: Canalys Q2 2015
14.7% 76.7%
8.7%

4. EMEA smartphone installed base forecast
2014 2015 2016 2017 2018 2019
250M
500M
750M
1B
1.25B
iOS
Other
Android
Source: Canalys Q2 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. Google Play features support you across
the entire game development
IDEA PROTOTYPE
SOFT
LAUNCH
LAUNCH OPTIMIZE
Store Listing
Experiments
Player AnalyticsPre-RegistrationAlpha & Beta
testing

7. 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

8. PROTOTYPE
SOFT
LAUNCH
Track store
listing visitors
and
conversion

9. Optimize your
store listing
conversions
with Store
Listing
Experiments
PROTOTYPE
SOFT
LAUNCH

10. HEADER
IMAGE/VIDEO
ICON
DESCRIPTION
SCREENSHOTS
Experiment with every asset
PROTOTYPE
SOFT
LAUNCH

11. Store Listing Experiments
Variant C
+92%
Variant B
VS
Variant A
-31%
Control
-34%
PROTOTYPE
SOFT
LAUNCH

12. Store Listing Experiments
+6%
PROTOTYPE
SOFT
LAUNCH

13. Store Listing Experiments
-8%
PROTOTYPE
SOFT
LAUNCH

14. Store Listing Experiments
-8%
40 Seconds 15 Seconds
-2%
PROTOTYPE
SOFT
LAUNCH

15. -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

16. Store Listing Experiments
● 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!
PROTOTYPE
SOFT
LAUNCH

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

18. Growing your business with Player Analytics
Player sees
the pre-registration
page where they can
pre-register
PROTOTYPE
SOFT
LAUNCH
LAUNCH

19. Growing your business with Player Analytics
Player is informed
that they will get
notifications on launch
day of the game
PROTOTYPE
SOFT
LAUNCH
LAUNCH

20. Growing your business with Player Analytics
Player is now pre-
registered and
sees the official
YouTube video for the
game and other stats
about the game
PROTOTYPE
SOFT
LAUNCH
LAUNCH

21. 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

22. 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

23. Growing your business with Player Analytics
From there, the player
can install the game, get
the reward, and start
terminating!
PROTOTYPE
SOFT
LAUNCH
LAUNCH

24. PROTOTYPE
SOFT
LAUNCH
LAUNCH OPTIMIZE
ACHIEVEMENTS LEADERBOARDS SAVED GAMES
PLAYER
ANALYTICS
MULTIPLAYER QUESTSGAME GIFTS
Google Play game services

25. PLAYER
ANALYTICS
PROTOTYPE
SOFT
LAUNCH
LAUNCH OPTIMIZE

26. 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

27. ● 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

28. Eric identified that
sources of tickets were
too high
He made changes to item
costs & 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
Sources & sink reports
PROTOTYPE
SOFT
LAUNCH
LAUNCH OPTIMIZE

29. Google Play features support you across
the entire game development
IDEA PROTOTYPE
SOFT
LAUNCH
LAUNCH OPTIMIZE
Store Listing
Experiments
Player AnalyticsPre-RegistrationAlpha & Beta
testing

30. Google Confidential and ProprietaryTitle | Subtitle
Thank you
Matteo Vallone
Business Development Manager
Google Play EMEA