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Some changes are coming to Play Game Services in early 2017:
Changes to Google API Client building
In November, we announced an href="https://developers.googleblog.com/2016/11/moving-to-google-sign-in-for-a-better-user-experience-and-higher-conversion-rates.html">update to Google Sign-In API. Play Game Services is being updated to use Google Sign-In API for authentication. The advantages are:
Games and Sign-In in same client connection.
Single API for getting Auth code to send to backend servers.
This change unifies the Google Sign-in and the Games API Sign-in, so there are updates to how to build the Google API Client:
class="prettyprint">// Defaults to Games Lite scope, no server component GoogleSignInOptions gso = new GoogleSignInOptions.Builder(GoogleSignInOptions.DEFAULT_GAMES_SIGN_IN).build();
// OR for apps with a server component GoogleSignInOptions gso = new GoogleSignInOptions.Builder(GoogleSignInOptions.DEFAULT_GAMES_SIGN_IN) .requestServerAuthCode(SERVER_CLIENT_ID) .build();
// OR for developers who need real user Identity GoogleSignInOptions gso = new GoogleSignInOptions.Builder(GoogleSignInOptions.DEFAULT_GAMES_SIGN_IN) .requestEmail() .build();
// Build the api client. mApiClient = new GoogleApiClient.Builder(this) .addApi(Games.API) .addApi(Auth.GOOGLE_SIGN_IN_API, gso) .addConnectionCallbacks(this) .build(); }
@Override public void onConnected(Bundle connectionHint) { if (mApiClient.hasConnectedApi(Games.API)) { Auth.GoogleSignInApi.silentSignIn(mApiClient).setResultCallback( new ResultCallback() { @Override public void onResult(GoogleSignInResult googleSignInResult) { // In this case, we are sure the result is a success. GoogleSignInAccount acct = googleSignInResult.getGoogleSignInAccount());
// For Games with a server, send the auth code to your server. String serverAuthCode = signInAccount.getServerAuthCode();
// Use the API client as normal. Player player = Games.API.getCurrentPlayer(mApiClient); } } ); } else { onSignedOut(); } }
Account creation within iOS is no longer supported
Currently, there is no support for new players to create a Play Games account on iOS. Additionally, the Google+ integration has been removed from iOS. As a result "social" APIs will return result codes indicating success, but return empty lists. This includes the "standard" UIs for leaderboards and multiplayer invitations.
Google+ is no longer integrated
href="http://android-developers.blogspot.com/2016/01/play-games-permissions-are-changing-in.html">Announced last year, Games is decoupled from Google+ during this transition. As a result the public APIs for getting connected players via circles stopped working, but the standard UIs for multiplayer invitations and social leaderboards continued to work. Starting from February 2017, the standard UIs will also not display the Social graph results as Google+ data becomes inaccessible. This will affect multiplayer games, social leaderboards, and gifts API on Android. The effect will be that these APIs will return successfully, but with an empty list of players.
List of APIs that are deprecated by removing Google+ integration (and their C++ equivalents):
The value href="https://developers.google.com/android/reference/com/google/android/gms/games/leaderboard/LeaderboardVariant.html?utm_campaign=product area_discussion_games_121616&utm_source=anddev&utm_medium=blog#COLLECTION_SOCIAL">LeaderboardVariant.COLLECTION_SOCIAL
All methods in the href="https://developers.google.com/android/reference/com/google/android/gms/games/request/GameRequest?utm_campaign=product area_discussion_games_121616&utm_source=anddev&utm_medium=blog">Requests package.
We realize this is a large change, but moving forward Play Game Services are much better aligned with the rest of the Mobile platform from Google and will lead to better developer experience for Android game developers.
Posted by Patricia Correa, Head of Developer Marketing, Google Play
We’re wrapping up our annual global Playtime series of events with a last stop in Tokyo, Japan. This year Google Play hosted events in 10 cities: London, Paris, Berlin, Hong Kong, Singapore, Gurgaon, San Francisco, Sao Paulo, Seoul and Tokyo. We met with app and game developers from around the world to discuss how to build successful businesses on Google Play, share experiences, give feedback, collaborate, and get inspired.
You can now watch some of the best Playtime sessions on our Android Developers YouTube Channel, as listed below. The playlist opens with a video that celebrates collaboration.
Keynote
href="https://www.youtube.com/watch?v=ShNynvypGwQ&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=1">What’s next for Google Play
Learn how we're helping users discover apps in the right context, creating new ways to engage with users beyond the install, and powering innovative experiences on emerging platforms like virtual reality, wearables, and auto.
Develop and launch apps & games
href="https://www.youtube.com/watch?v=0q3WZQ2qFaw&index=3&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">Android development in 2016
Android development is more powerful and efficient than ever before. Android Studio brings you speed, smarts, and support for Android Nougat. The broad range of cross-platform tools on Firecase can improve your app on Android and beyond. Material Design and Vulkan continue to improve the user experience and increase engagement.
Daydream View is a VR headset and controller by Google that lets people explore new worlds, or play games that put them at the center of action. Learn how we're helping users discover apps in the right context and powering new experiences with Daydream and Tango.
href="https://www.youtube.com/watch?v=w6oiQgVSQGI&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=4">Building for billions, featuring best practices from Maliyo Games
Learn how to create apps and games for emerging markets, which are expected to drive 80% of global smartphone growth by 2020, by recognizing the key challenges and designing the right app experiences to overcome them.
At minute 16:41, hear tips from Hugo Obi, co-founder of Nigerian games developer Maliyo.
href="https://www.youtube.com/watch?v=FwiFAisv5Q4&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=5">Launch smart on Google Play
Set your app up for success using experimentation and iteration. Learn best practices for soft launching and adapting your app for different markets and device types.
Apps
href="https://www.youtube.com/watch?v=Nh2m9365i0I&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=6">Sustainable growth solves most problems for apps, featuring best practices from SoundCloud href="https://www.youtube.com/watch?v=KAFKKlFoJjU&index=7&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">& Peak
Planning and executing a great growth strategy involves a complex set of choices and mastery of many tools. In this session we discuss topics including key business objectives, tools, and techniques to help you solve the growth puzzle with our partner, SoundCloud.
Also, check out some href="https://www.youtube.com/watch?v=KAFKKlFoJjU&index=7&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">growth best practices from Peak.
href="https://www.youtube.com/watch?v=p40Dl2j7tKU&index=10&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">Creating sustainable user growth for startups, by Greylock
User growth isn't just about growing the number of users you have. The key to sustainability is creating and delivering core product value. In this session, VC Greylock discusses how to identify your core action to focus on and shows you how to use these insights to optimize your app for long term growth.
href="https://www.youtube.com/watch?v=OsBwnmGe1xI&index=8&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">App engagement is the new black, featuring best practices from Lifesum
As the app marketplace becomes more competitive, developer success depends on retaining users in apps they love. Find out which Google tools and features can help you analyze your users' behaviors, improve engagement and retention in your app and hear insights from others developers including Lifesum.
href="https://www.youtube.com/watch?v=mmLukrKMSnw&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=9">Predicting lifetime value in the apps world
Deepdive into lifetime value models and predictive analytics in the apps ecosystem. Tactics to get the most out of identified segments and how to upgrade their behaviors to minimize churn.
Learn about Google's efforts to enable users, around the world, to seamlessly and safely pay for content. This session provides updates on Google Play billing and recent enhancements to our subscriptions platform.
Games
href="https://www.youtube.com/watch?v=enSok3Op8So&index=10&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">One game fits all, featuring best practices from Space Ape Games
Customize your game's experience for different users by targeting them with lifetime value models and predictive analytics. Hear how these concepts are applied by Space Ape Games to improve retention and monetization of their titles.
href="https://www.youtube.com/watch?v=QXCWEwRijRo&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=11">Promoting your game and growing your user base, featuring best practices from Seriously
Learn how to use Google's latest tools, like Firebase, for benchmarking, acquiring users and measuring your activities. Also, hear game developer Seriously share their latest insights and strategies on YouTube influencer campaigns.
href="https://www.youtube.com/watch?v=v8XfRlxykmA&index=16&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">Creating long-term retention, loyalty and value with engaging LiveOps events, featuring best practices from Kabam & Creative Mobile
Learn how successful developers keep their games fresh and engaging with Live Operations. In this talk, the LiveOps expert on Marvel: Contest of Champions discusses tips about the art and science of running an engaging LiveOps event.
Also check out the tips and href="https://www.youtube.com/watch?v=h6E5VB5wpAQ&feature=youtu.be&t=17m51s">best practices to run successful LiveOps from games developer Creative Mobile.
href="https://www.youtube.com/watch?v=_ZjnfvoWPmA&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=17">Panel - Play fair: Maintaining a level playing field in your game, featuring Space Ape Games and Kongregate
Ensuring that your game is fair is critical to success. Find out how game developers are achieving this and some ways Google Play can help.
Families
href="https://www.youtube.com/watch?v=ofufSFTVCG0&index=12&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">Why you need to build for families
Family-based households with children have higher tablet and smartphone ownership rates than the general population. These families are more likely to make purchases on their mobile devices and play games. Learn about how parents choose what to download and buy, and how you can prepare for maximum conversion.
href="https://www.youtube.com/watch?v=rN-J_R-cSVw&index=19&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">Two keys to growth: user acquisition & app engagement, by Cartoon Network
Hear how Cartoon Network leverages their network to cross-promote new titles, acquire new users and keep them engaged through immersive experiences.
href="https://www.youtube.com/watch?v=nbik0ZqspN8&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=20">Go global: Getting ready for the emerging markets revolution, by Papumba
Papumba has a clear vision to grow a global business. Hear how they work with experts to adapt their games to local markets and leverage Google Play's developer tools to find success around the world.
href="https://www.youtube.com/watch?v=SjUO61Iji24&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=21">Optimizing for a post install world
You've spent time and resources getting users to download your apps, but what happens after the install? Learn how to minimize churn and keep families engaged with your content long term.
href="https://www.youtube.com/watch?v=1WaujJ1mPMA&index=23&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws">Monetization best practices on freemium, by 01 Digital
Learn how 01 Digital uses In-App-Purchases (IAP) to effectively monetize their apps while maintaining a safe environment for families.
href="https://www.youtube.com/watch?v=wj_PqUHTRzk&list=PLWz5rJ2EKKc-XoJTVgYBviYbgxgSJqBws&index=22">Building a subscription business that appeals to parents, by PlayKids
PlayKids has been at the forefront of the subscription business model since their inception. See how they best serve their subscribers by refreshing their content, expanding their offerings and investing in new verticals.
Posted byTamzin Taylor, Partner Development Manager at Google Play, & Kristina Narusk, Head of Production at Memrise
Getting people to install your app is one thing, getting them to sign up to your paid offering is quite another. It's important to understand the complete journey your users take from installing your app to paying for something. Once you do, you can experiment on the flow to try and increase conversions. Memrise has found great success in experimenting on their language learning app to increase the number of paying users.
Four experiments Memrise use to improve conversions
href="https://play.google.com/store/apps/details?id=com.memrise.android.memrisecompanion">Memrise makes languages fun with a number of different learning modes you can play to help increase your vocabulary in a chosen language. You can download the app for free and play some of the modes or take advantage of their premium subscription offering called 'Memrise Pro' which offers new game modes and additional features like offline learning. Memrise recently ran a number of conversion experiments with the main objective of increasing the Average Revenue Per Daily Active User (ARPDAU). These experiments tested multiple user experience and pricing experiment scenarios.
1. A/B test how messaging different user benefits can impact conversion
What they did: Memrise wanted to know what motivation and call to action would convert the most users to buy a Pro subscription from a locked game mode in the app. To do this, they ran an A/B test with two similar designs, featuring different reasons for the user to upgrade, and compared the results to their original upgrade messaging.
Test A: Focus on ‘difficult’ words with an orange background.
Test B: Focus on ‘favorite’ words with a pink background.
Results: Test A performed the best. Conversion to Pro in Test A was 28% higher than in Test B. Pro mode usage was subsequently 9.7% higher in Test A compared to Test B too.
Next steps: After seeing how test A won the experiment, Memrise applied this creative across the board. Subscribers driven by that particular mode increased as a percentage of all subscriptions in the app by 16%. Memrise plans to run additional A/B tests at others points of conversion in the app to see if they can increase the results even further. They'll also try different text for the call to actions.
2. Test whether adapting to local price points results in sustainable uplift
In 2015, Google Play launched new minimum local price levels in countries around the world. To take advantage of the new price points, Memrise tested lowering localised prices in certain markets to better match purchasing power. Prices were an average of 6 times lower during this experiment.
Results: After 30 days, Memrise saw the following changes in conversions to paid users:
Next steps: The change in price affected the subscription dynamics with more users taking advantage of Memrise's in-app discounted offer in most countries. The offer was for annual subscribers only and has led to a positive effect on LTV. One insight from the experiment was that Indian users prefered to have the option to subscribe in weekly or monthly increments and not just annually. Memrise is still tracking carefully to see whether the discounted subscription pricing will lead to an increase in conversions.
3. Test when and how often you offer free trials to see if that affects conversion rate
Memrise occasionally offers users, who aren't Pro subscribers, a free trial of one of the Pro game modes while cycling through the various free modes. After the free trial session, users are presented with an offer to subscribe. Memrise experimented with the offer's timing making it appear more frequently while users were cycling through normal free sessions Instead of after every 49th session, users saw the unlocked mode after every 21st session.
An example of a free trial of a Pro mode.
After completing a free trial, users see a discounted subscription offer.
Results: Offering a free trial more frequently paid off. The conversion rate increased by 50% while all other conversion rates remained the same.
Next steps: Memrise maintained the more frequent offer cadence and has seen revenue growth as a result.
4. Test whether seasonal discounts result in more conversions
Memrise launched a 'Back to School' campaign presenting all users with a discounted annual plan offer for a week in September 2016. The aim was to convert more users and generate higher value users from annual subscription plans.
Results: Memrise saw two effects from the seasonal offer. As a result of only presenting an annual period and removing weekly and monthly, 20% fewer users per day converted to Pro. However, because more people were taking an annual subscription than a shorter subscription, the average revenue per day increased by 32% justifying the change.
Next steps: Memrise plans to test different offers in the future with a combination of subscription offerings. They'll also focus offers in countries like Turkey and Mexico, where they saw the biggest increase in conversions.
Keep experimenting and take advantage of new features to improve the user experience and increase conversions
At Playtime San Francisco, href="http://android-developers.blogspot.com/2016/11/welcome-to-playtime.html">we announced that introductory pricing for subscriptions would be coming soon and the feature is now live. By continually testing messaging, pricing, offers, and free trials or discounted trials, you could increase the conversions in your app and your ongoing revenue just like Memrise. Learn more about href="https://developer.android.com/google/play/billing/billing_subscriptions.html?utm_campaign=android_discussion_pricingexperiments_113016&utm_source=anddev&utm_medium=blog">Google Play in-app billing subscriptions and href="https://play.google.com/store/apps/details?id=com.google.android.apps.secrets">get the Playbook for Developers app to stay up-to-date with features and best practices that will help you grow a successful business on Google Play.
