Tag Archives: Game Development

The winners of the Google Play Indie Games Festival are…

Posted by Leticia Lago, Head of Developer Marketing, EMEA

We wrapped up the Indie Games Festivals in Europe, Japan, and South Korea. You can now check out the three winners and Top 10 finalists from each of the contests.


The Google Play Indie Games Festival celebrates the creativity and innovation that small games developers bring to the Play Store.

We shortlisted 20 finalists for each contest after receiving hundreds of submissions. The finalists were to showcase their art at events in Warsaw, Tokyo, and Seoul. However, this year’s unprecedented events saw the finalists presenting to jury members online. The juries then deliberated to select the winners.

Winning developers receive prize packages designed to help them grow their business on Android and Google Play. Each package offers promotions on the Google Play Store, consultations with members of the Google Play team, Google hardware, promotion campaigns, and more.

Join us in congratulating the developers and try out their games.



(In alphabetical order)

Cookies Must Die by Rebel Twins (Poland)

inbento by Afterburn (Poland)

The White Door by Rusty Lake (Netherlands)

The other finalist to make the Top 10 as selected by the jury members are, in alphabetical order:


60 Parsecs! by Robot Gentleman (Poland)

Alien Escape by KORION Interactive (Germany)

Alt-Frequencies by Accidental Queens (France)

Doors: Awakening by Big Loop Studios (Bulgaria)

My Diggy Dog 2 by King Bird Games (Russia)

Traffix by WebAvenue Unipessoal Lda (Portugal)

Void Tyrant by Quite Fresh Ltd. (United Kingdom)



(In alphabetical order)

GIGAFALL by Shiki Game Studio


Wasurenaide, otona ni natte mo by GAGEX Co.,Ltd.

The other final list to make the Top 10 as selected by the jury members are, in alphabetical order:

Boku to hakubutsukan by oridio Inc.

GummyShooter by simatten

Home Fighter by hap Inc.

MonsterTrader by Mitsuhiro Okada

Snowman Story by Odencat

World for Two by Seventh rank

Zelle by Odencat

South Korea


(In alphabetical order)

Heroes Restaurant by Team Tapas

Magic Survival by LEME

Project Mars by Moontm

The other finalist to make the Top 10 as selected by the online audience and the jury are, in alphabetical order:



Dust by I-eye studio

Extreme Football by 9M Interactive

Great Sword by olivecrow

QV by izzle

Sand Shark: The Boy and The Sea by GABANGMAN STUDIO

Sword Master Story by CodeCAT

Congratulations to all the winners! And thanks to everyone who entered.

How useful did you find this blog post?

Performance insights for Games, powered by Android Performance Tuner

Posted by Dan Galpin, Developer Advocate

Android vitals is the destination for managing your app's technical quality. Over 80,000 developers take advantage of its performance and stability metrics every month.

As part of our work to help you deliver better game experiences to more Android users, we're introducing Android Performance Tuner - a new library in the Android Game SDK that unlocks game performance insights in Android Vitals. This gives you a scalable way to measure and optimize your frame rate and graphical fidelity across the whole Android device ecosystem.

Unity Boat Attack Sample with Different Optimizations

Unity Boat Attack Sample with Different Optimizations

Once you have integrated Android Performance Tuner into your game and published it on Play, you'll be able to see how it performs across real users and devices with the following new features in Android vitals.

Frame rate performance

Frame Rate Performance by Quality Level and Device Model

Frame Rate Performance by Quality Level and Device Model

We chart the frame time distribution across your users’ devices, broken down by quality levels that you have implemented in your game, so you can see how specific device models or hardware specifications are performing on each quality level.

Performance issues

We also analyze your performance data to help determine the likely cause of issues, so you can differentiate between problems associated with specific hardware and problems with specific screens or levels in your game. You annotate your code to give contextual information about what your game is doing at that point. This gives you full control over the granularity of the insights.

Top Device Model/Annotation Issues

Top Device Model/Annotation Issues

We call out the top device model issue as well as the top game-specific issue to give you clear guidance on what's most important.

Underperforming Device Models by GPU

Underperforming Device Models by GPU

You can drill down to see a breakdown of underperforming device models by different specs, such as GPU and SoC. This allows you to decide whether you can work at the GPU or SoC-level to optimize performance. Alternatively, you may decide to change quality levels, rather than work at the device model level.

Device Model Impact, User Impact, GPU time

Device Model Impact, User Impact, GPU Time

You can also see the full list of device models, along with the number of affected user sessions and frame time, to help you prioritize device-specific changes. As well as total frame time, we also show you GPU time to help determine whether the device is GPU bound or has another performance problem, such as being CPU or I/O bound. All data in the device model table can be exported for further analysis and action planning.

Opportunities to make a good experience great

We can also help identify opportunities — places where you could potentially provide users with a better experience by giving them a higher quality level, enabling more advanced graphical features. Frame Time Performance with Opportunities

Frame Time Performance with Opportunities

The devices on the far left are more than meeting the frame times for smooth performance. You can drill down to see stats by device model and specification to see if there is an opportunity to improve the graphical fidelity across a wide range of devices.

Available (almost) everywhere

The Android Performance Tuner is intended to work across over 99% of the Android device ecosystem. You can get these insights on any Android devices around the world, from Android 4.1 (API 16) onwards.

Integrating Android Performance Tuner

Whether you have your own game engine or are using a third-party game engine, we're doing our best to make integration easy. The Android Performance Tuner relies on tick functions being called each frame. Within the library, this tick information is aggregated into histograms, which are periodically uploaded through an HTTP endpoint, so your game will need to have the internet access permission.

With our plugin for the Unity platform, you can collect frame ticks from Unity 2017.4 onwards. Unity 2019.3.14+ enables the collection of higher-fidelity performance information.

If you're doing a native source code level engine integration, we strongly recommend integrating the Frame Pacing API from the Android Game SDK to get the highest quality information. The Frame Pacing API will give you smoother frame rates and improved support for high-refresh rate displays, so it's worth integrating on its own.

Unreal 4.25+ integrates the Frame Pacing API. You enable it by adding a.UseSwappyForFramePacing=1 to the Android_Default profile to activate it for all Android devices.

Within Unreal or your native engine integration, you pass in the Swappy_injectTracer function from the Frame Pacing API at initialization to enable automatic frame time recording.

void InitTf(JNIEnv* env, jobject activity) {
   SwappyGL_init(env, activity);
   swappy_enabled = SwappyGL_isEnabled();
   TFSettings settings {};
   if (swappy_enabled) {
       settings.swappy_tracer_fn = &SwappyGL_injectTracer;

Enabling Frame Time Recording in the Android Performance Tuner for your Engine

In Unity, we recommend activating Optimized Frame Pacing within the Unity settings (Unity 2019.3+ only), but Frame Pacing isn't required in Unity to use the Android Performance Tuner.

Activating Optimized Frame Pacing in Unity 2019.3

Activating Optimized Frame Pacing in Unity 2019.3

Providing contextual information

Next, you want to define annotations to give contextual information about what your game is doing when a tick is recorded, such as:

  • Current game level
  • Loading a specific scene
  • A "big boss" or other complex rendered item is on the screen
  • Relevant game state information

Annotation Parameters

If you're using Unity with the Android Performance Tuner plugin, you'll automatically get a scene annotation that maps to the current scene being played. The LoadingState annotation can be easily hooked up to your scripts, and you can define additional annotations within the plugin editor UI.

Annotation Parameters within the Unity Editor from the Android Performance Tuner Plugin

Annotation Parameters within the Unity Editor from the Android Performance Tuner Plugin

To pass annotation parameters from within your own game engine, you define a protocol buffer message that contains all of these annotations, such as loading state, level or scene, etc.

Fidelity Parameters and Quality Levels

You also define fidelity parameters and associate them with quality levels that your game reports back. These can be used for anything that you use in your game to reduce the complexity of the scene, such as texture quality, draw distance, particle count, post-processing effects, shadow resolution, etc. In the native integration, you define these parameters using a protocol buffer.

import "tuningfork.proto"
message FidelityParams {
  int32 texture_quality_level = 1;
  int32 shadow_resolution = 2;
  float terrain_details_percent = 3;
  int32 post_processing_effects_level = 4;

Example FidelityParams Proto Definition for an In-house Engine

Then, you create up to fifteen sets of quality levels as a set of values defined by the FidelityParams message, which allows the Android Performance Tuner to track its metrics against your quality data. You can create both fidelity parameters and quality levels in the Unity editor interface provided by the Android Performance Tuner for Unity plugin.

Testing your integration

We've created the Tuning Fork Monitor app to act as a local server and display data from an Android Performance Tuner-enabled app. You can call EnableLocalEndpoint() in the Android Performance Tuner Unity plugin on a development build to enable local testing. In your native integration, you set the endpoint_uri_override in the Android Performance Tuner settings.

Once local tests look great, you then enable the Android Performance Parameters API in the Google Cloud Console to test end-to-end.

Available Now

We're committed to helping you bring the best version of your game to the widest number of users and devices in the Android ecosystem. Android Performance Tuner within the Android Game SDK, the Unity plugin, and Performance Insights within Android Vitals are all available now. You can refer to our documentation for a walk through of the process for native and Unity integrations.

Meet the finalists of the Google Play Indie Games Festival

Posted by Leticia Lago, Head of Developer Marketing, EMEA

illustrated Indie Games Festival

At the start of this year we opened submissions for 2020’s Google Play Indie Games Festival - an international competition celebrating incredible indie games from Europe, Japan and South Korea.

We’ve received hundreds of fantastic submissions that showcase the technical abilities and groundbreaking creativity of independent studios. Many thanks to everyone who submitted their game. After some hard choices and late nights, we’re happy to announce our 20 finalists in each region.

Please check out the games below (in alphabetical order); each one is a true work of art. They will be receiving promotions and prizes to help them grow their business. They’ll also be competing in the Finals for the top prizes.

While this is a happy announcement, we must also inform you that we will be unable to hold the Finals as planned on April 25 in Poland, Japan and South Korea due to the COVID-19 situation. We will be postponing the events until further notice, as the health and safety of finalists, jury members, players and others involved is our top priority. Please stay tuned for further announcements.

Google Play Indie Games Festival Europe Finalists


60 Parsecs! by Robot Gentleman

Aisle Trial by Jake Matthews-Belcher

Alien Escape by Korion Games

Alt-Frequencies by Accidental Queens

Bad North by Rawfury

Bounce that Bird! by Affinity Project

Cessabit: a Stress Relief Game by Tepes Ovidiu

Color Spots by UX Apps

Cookies Must Die by Rebel Twins

Demons Never Lie by Maika Hernandez

Doors: Awakening by Big Loop

Faraway: Galactic Escape by Pine Studio

inbento by Afterburn

My Diggy Dog 2 by King Bird Games

The White Door by Rusty Lake

Tiny Tomb: Dungeon Explorer by Tinycorp

Traffix by Infinity Games

Tricky Castle by Team Tricky

Unhatched by Filip Loster

Void Tyrant by Quite Fresh

Google Play Indie Games Festival Japan Finalists


Amayadori by CHARON・Yanase

CUBE GARDEN by Fukudanuki

GIGAFALL by Shiki Game Studio

GummyShooter by simatten

Home Fighter by hap Inc.

Matsuro Palette by SleepingMuseum


Mocha - Dagsaw Puzzle - by Kotoriyama, Inc.

MonsterTrader by Mitsuhiro Okada

Overturn by Katsu Matsuda

Shiritori - The Word Chain Game by Baton

Snowman Story by Odencat


TAP! DIG! MY MUSEUM! by oridio Inc.

Teiji Taisha Online by toru sugitani

The Final Taxi by Zxima.LLC

Uncrowned by NESTOPI Inc.

Wasurenaide, otona ni natte mo by GAGEX Co.,Ltd.

World for Two by Seventh rank

Zelle by Odencat Fuming

Google Play Indie Games Festival South Korea Finalists

South Korea

Castle Defense Online by BlackHammer


DiceEmpire by Banjiha Games

Domino City by Bad Beans

DUST by I-eye studio

Electroad by Night Owl Studio

Extreme football by 9M Interactive

From Earth by Kentauros Entertainment

Great Sword - Stickman Action RPG by Olivecrow

Heroes Restaurant by Team Tapas

Little Boy by 39Studio

Magic Survival by LEME

Mayday Memory by StoryTaco.inc

Petrider by Ddookdak studio

Project Mars by Moontm

QV by Izzle

Sand Shark : The Boy and The Sea by GABANGMAN STUDIO

Staroid : Brick breaker shooter by Spring Games

Sword Master Story by CodeCAT

Undestroyed by Keymaker games

The competition was open to indie developers from the following European countries: Austria, Belgium, Belarus, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Hungary, Israel, Italy, Latvia, Lithuania, Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Slovenia, Spain, Sweden, Turkey, Ukraine, and the United Kingdom (including Northern Ireland).

How useful did you find this blog post?

Google for Games Developer Summit March 2020

Posted by Greg Hartrell, Head of Product Management, Games on Android & Google Play

"Developer Summit Google for Games " with game illustration.

While we're sorry we didn't get to see you all in person at GDC, we hope you are all staying healthy and safe. As many of us look to press on with work as much as possible, we’d like to share with you what our teams have been working on at the digital Google for Games Developer Summit. We couldn’t be happier with the continued growth of the vibrant Android gaming ecosystem. In fact, Android remains the world's most popular mobile platform with more than 2.5 billion monthly active devices and great news for game developers, we’re seeing more than 1.4 trillion minutes played per month in your games on Google Play. It’s important to us that our platforms are highly useful to every kind of game developer, so our payment system helps games monetize in more than 65 countries. Moreover, we offer our users more than 275 local forms of payment, including more than 180 carrier billing options, with gift cards sold in over 900 thousand unique retail locations worldwide.

Across Android and Google Play, our mission is to deliver the best platform to build, discover, and experience games. Specifically, we’re working on ways to help you increase the reach of your games and manage the fragmentation of the Android ecosystem. We’re also focused on helping you access a wider player base, once you’ve made a great game and are ready to get it out there. Last year, we shared that we’re investing heavily in our games efforts to address your challenges in these areas, and now we are excited to share several new tools and services built specifically with game developers in mind.

Catch up on everything shared at g.co/gamedevsummit.

New Android tools for mobile game development

A major area of investment for us has been making it easier for developers to build and optimize games for Android. Here’s a round-up of several new tools we’re releasing:

  • Android Studio Profilers: We’ve overhauled our Android Studio System Trace profiler to allow you to inspect and visualize in fine detail how your code is being executed. We also added native memory profiling capabilities so you can see how your game is allocating memory and find memory leaks. Download Android Studio 4.1 Canary and watch the session.
  • Android Game Development Extension for Visual Studio: We’re introducing a new tool to make it easy to add Android support for your cross-platform games. This integrates easily with existing Visual Studio-based workflows so now you can conveniently generate APKs, deploy to Android devices or an emulator, and debug your Android game from within Visual Studio. Apply for the developer preview and watch the session.
  • Android GPU Inspector: Our new Android GPU Inspector enables you to look deeply into an Android GPU and see detailed information about your game’s render stages and GPU counters. Now graphics engineers are empowered with information and insights to optimize their game for better frame rates and more battery life. Apply for the developer preview and watch the session.
  • Game Package Registry for Unity by Google: Our new package registry consolidates various Google APIs, starting with Google Play Billing, Android App Bundles, Play Asset Delivery, Play Instant, and Firebase for Games, all in one place. Learn more and watch the session.
  • Crytek announces Android support: CRYENGINE is known as a high performance game engine for PCs and game consoles and will be adding a full Android pipeline to their engine this summer. Learn more.

New ways to reach more devices & users

We’ve been working to help developers scale their reach to a growing player-base across the Android ecosystem. Today, we’re introducing a few new tools to help your development process and provide greater insights into your game’s performance.

  • Google Play Asset Delivery: Introducing a new set of delivery features for games services, building on our App Bundle infrastructure to give you free, dynamic delivery of the right game assets to the right devices at the right time. All of this allows players to get into your game faster while assets are being downloaded, while you cut the costs of hosting and delivering d game resources. Learn more and watch the session.
  • Android vitals native crash symbolication: Now you can debug your native crashes more easily with support for native symbols in Play Console. Simply upload your native debug symbols to get the benefits in Android Vitals. Apply for the open beta and watch the session.
  • Android vitals performance insights with Android Performance Tuner: We’re making it possible to optimize your frame rate and fidelity across many devices at scale with new performance insights in Android vitals. For those in our developer preview, you can unlock this by integrating the new Android Performance Tuner into your game: a new library in the Android Game SDK. Apply for the developer preview and watch the session.
  • Play Billing Library 2 for Unity developers: Game developers using Unity can now access all of Play Billing Library 2's features, such as allowing users to pay with cash and surfacing IAPs outside of the game. This is the best way for Unity developers to prepare for Play’s Billing Library version requirements in 2021. Learn more.

New ways to reach more devices and win go-to-market

The Google Play store is shifting to be more gameplay centric by showing more visuals that demonstrate gameplay and a new system of tags to help users learn more about specific game traits and aid in exploration. Learn how you can ensure your game is of high-quality and leverage various features and new services to help you succeed in your go-to-market activities.

  • Emphasis on quality: We continue to emphasize high quality gaming experiences across Google Play, to encourage immersive gameplay with strong technical performance and being free of crashes. Learn more.
  • Pre-registration: Hundreds-of-millions of players use pre-registration campaigns on Google Play each year, making it an effective way to expand the reach on launch. We’ll soon be rolling out day 1 auto-installation for all pre-registration games, to help you build early consumer awareness and capture pre-launch demand.
  • Play Pass: Late last year we launched Play Pass in the US market as a subscription service providing users with access to hundreds of great apps and games on Google Play, completely free of ads and in-app purchases. Learn more and express interest.

Thanks for your support in continuing to build incredible games. Make sure to try some of the new tools and services we just released and catch the full playlist of mobile developer sessions. If you’re interested in sharing feedback to help shape the development of cutting edge features, apply to join our developer preview programs from Android and Google Play. You can also learn about all of the offerings we have to help game developers building on Android at d.android.com/games.

How useful did you find this blog post?

Get ready for the Game Developers Conference

Posted by Kacey Fahey, Games Developer Marketing, Google

Cross-posting from the Google Developers Blog.

Google For Games at GDC March 16-20, 2020

Join us online or live* at the Google Developer Summits during the Game Developers Conference on March 16 and 17 to learn about the latest tools and updates to build great games, reach more players, and improve discovery of your game.

Google has lots to share with the game development community at the Game Developers Conference (GDC) in March. Check out our plans and sign up to keep up to date with the latest GDC news and announcements from Android, Google Play, Firebase, and more.

For one week, tens of thousands of creators from the gaming community come together at GDC to hear the latest industry innovations and network with peers to enable better gaming experiences for players around the world.

Below is a preview of what to expect from Google, and remember, it’s just the beginning. Don’t forget to sign up for our newsletter as we reveal more leading up to the event, or you can check out our website, Google for Games at GDC.

Google for Games Keynote

We will start the week with the Google for Games Keynote on Monday, March 16 at 9:30 am PST. Join the livestream and learn about the latest tools and solutions to help game developers create great games, connect with players, and scale their businesses.

GDC 2019 Keynote picture

Google Developer Keynote photo at GDC 2019

Google Developer Summit

We have two days of in-depth sessions where you can uplevel your skills across Google products and solutions. Topics range from new tools to optimize game development, how to reach more devices and players, using new Firebase features to alleviate infrastructure management challenges, and much more.

Learn more about the Google Developer Summit we’ll be hosting on March 16 -17 and how you can join in person with an official GDC ticket or via livestream.

We’ll be sharing more details about everything we have planned at GDC in the coming weeks so be sure to sign up to be among the first to hear the latest updates, and save the date to watch the keynote and other Developer Summit sessions at g.co/gdc2020.

More to come soon!

The Google for Games team

*On-site events are part of the official Game Developers Conference and require a pass to attend.

Enter the Indie Games Festival from Google Play

Posted by Patricia Correa, Director, Developer Marketing

Indie Games Festival banner

The indie developer community released several fantastic titles on Google Play during 2019, showing the technical skill and innovative design that makes them an essential part of the gaming landscape.

To continue helping indie developers thrive, today we’re announcing the 2020 edition of our annual Google Play Indie Games Festival. This year we will host three competitions for developers from several European countries*, Japan, and South Korea.


Prizes are designed to help you grow your business, including:

  • The chance to exhibit at the final events in Warsaw, Tokyo or Seoul
  • Promotions on the Google Play Store
  • Promotions on our consumer and developer-facing channels
  • Access to exclusive developer-focused Google events
  • Personalized consultation sessions with Google team members
  • And more!


The contests are open to developers from selected countries, with no more than 50 employees. The submitted game must be new, released at least in open beta between May 7, 2019 and March 2, 2020. See other requirements in the terms and conditions for each of the contests.


process banner for Indie Games Festival

Simply fill out the relevant form by clicking here. Submissions are open until March 2, 2020, at 3pm CET.

The Top 20 entries in each region will be announced in March and invited to showcase at the Festival events where the field will be narrowed to 10 by the event audience, industry experts and the Google team. The Top 10 will present their games on stage and the 3 winners will be selected.

Not submitting a game? Come and take part:

Even if you’re not submitting a game to the competitions, we’d love to see you at one of the Festival events on the 25th of April 2020.

Learn more and sign up on g.co/play/indiefestival

* The European competition is open to developers from the following countries: Austria, Belgium, Belarus, Bulgaria, Croatia, Czech Republic, Denmark, Estonia, Finland, France, Germany, Hungary, Israel, Italy, Latvia, Lithuania, Netherlands, Norway, Poland, Portugal, Romania, Russia, Slovakia, Slovenia, Spain, Sweden, Turkey, Ukraine, and the United Kingdom (including Northern Ireland).

How useful did you find this blog post?

Google Mobile Developer Day at Game Developers Conference 2019

Posted by Kacey Fahey, Developer Marketing, Google Play & Android

We're excited to host the Google Mobile Developer Day at Game Developers Conference 2019. We are taking this opportunity to share best practices and our plans to help your games businesses, which are fuelling incredible growth in the global mobile games market. According to Newzoo, mobile games revenue is projected to account for nearly 60% of global games revenue by 2021. The drivers of this growth come in many forms, including more developers building great games, new game styles blurring the lines of traditional genres, and the explosion of gaming in emerging markets - most notably in India.

Image Source: GamesIndustry.biz

To support your growth, Google is focused on improving the game development experience on Android. We are investing in tools to give you better insights into what is happening on devices, as well as in people and teams to address your feedback about the development process, graphics, multiplayer experiences, and more.

We have some great updates and new tools to improve game discovery and monetization on Google Play, which we also shared today during our Mobile Developer Day:

Pre-registration now in general availability

Starting today, we are launching pre-registration for general availability. Set up a pre-registration campaign in the Google Play Console and start marketing your games to build awareness before launch. Users who pre-register receive a notification at launch, which helps increase day one installs.

Google Play Instant gaining adoption

We have seen strong adoption of Google Play Instant with 3x growth in the number of instant games and 5x growth in the number of instant sessions over the last six months. Instant experiences allow players to tap the 'Try Now' button on your store listing page and go straight to a demo experience in a matter of seconds, without installing. Now, they're even easier to build with Cocos and Unity plug-ins and an expanded implementation partner program. Discover the latest updates on Google Play Instant.

Android App Bundles momentum and new large download size threshold

Over 60K apps and games on Google Play are now using the Android App Bundle publishing format, which is supported in Android Studio, Unity, and Cocos Creator. The app bundle uses Google Play's Dynamic Delivery to deliver a smaller, optimized APK containing only the resources needed for a specific device.

To better support high quality game experiences and reflect improved devices, we've also increased the size limit for APKs generated from app bundles to 150MB and raised the threshold for large download user warnings on the Google Play Store to 150MB, from 100MB.

Improved tools in the Google Play Console

Store listing experiments let you A/B test changes to your store listing on actual Play Store visitors. We recently rolled out improvements, introducing two new metrics - first time installers and D1 retained users - to more accurately reflect the performance of your store listings. These two new metrics are now reported with hourly intervals and are available via email notifications, letting you see results faster and track performance better.

Country targeted store listings allow you to tailor your app's store listing to appeal to users in different countries. You can customize the app title, icon, descriptions and graphic assets, allowing you to better appeal to users in specific target markets. For example, you can now tailor your store listing with different versions of the English language for users in India versus the United States.

Rewarded ads give players the choice to watch an advertisement in exchange for in-app items. With rewarded ads in Google Play, you can now create and manage rewarded ads through the Google Play Console. No additional SDK integrations are required.

We hope you try some of these new tools and keep sharing ideas so we can make Android and Google Play a better place to grow your business. We are committed to continue improving the platform and building tools that better serve the gaming community.

Get started today by visiting two new resources, a hub for developers interested in creating games on Android and games.withgoogle.com, for developers looking to connect and scale their business across Google. Many of these updates and resources come from community suggestions, so sign up for our monthly newsletter to stay informed.

How useful did you find this blog post?

How Gaming Apps Can Increase Monetization Through Creative Strategies

Many game developers use other successful titles (whether their own or from another developer) as examples of how to best design a game or monetize. This can be a smart move, especially when it comes to user interface elements like control scheme, player progress, and currency economics. However, when it comes to knowing what is the best way to monetize your app, copying other apps may leave you with money on the table.
It's tempting to look at how successful titles in the app market are making money and mimic it. If it works so well for those games, you might say, it should work just as well for my game. While true in some cases, not all titles can bank on the exact same rhythm of in-app purchases and a sprinkle of rewarded video ads to meet revenue targets.
So what can you do? Focus on what makes your game different-- from the art design to the leveling-- and experiment with in-app purchase and ad placements to fit to amplify this experience. Oh, and here’s where a little out of the box thinking can come in handy-- new ad formats can be very effective in holding user attention without breaking the core loop.  Be sure to test how these work in your game-- they could offer a whole new level of return for ads, and even build the suspense for the player journey.
Fantasy world; real solutions - 4 steps to get you started
Let’s travel to a parallel dimension, a place where a strategy game called Collision of Tribes is not doing that well from a monetization standpoint. In fact, it is just one more app in the store. Its core mechanics have great balance, the user base is engaged, but for some reason the revenue isn’t quite there. Here are some steps to consider as to how an uplift in revenue can be achieved using AdMob:

  • Consider new ad formats - the transition point between a battle report and town management screen is a perfect spot to use an interstitial ad. An even better practice would be to target only users that had success on their raid. Combining an ad with a positive experience in-game will increase it’s effectiveness.
  • Test it - there is no need to release the new ad feature to all users. Developers can choose a small segment of their user base (say 10%) to make sure the effect in revenue is positive. 
  • Gauge user response - just as you would when changing a game mechanic or implementing a new one, look at your engagement metrics to see if there is any wanted or unwanted effect. Reading store reviews will give a more personalized understanding of how users perceive the change.
  • Back to the drawing board - even when things are going well, there’s always room for improvement. Use the data you have to balance and rebalance frequency capping, floor prices and placements. On the other hand, if interstitial ads don’t bring the expected results, how about trying native ads or other formats instead?

Following the above steps can help not only for Collision of Tribes’ developers, but hopefully you as well. If following the leader only got you so far, try something new to take that extra step forward.
Until next time, be sure to stay connected on all things AdMob by following our Twitter, LinkedIn and Google+ pages.
Posted by Omri Dolev, Strategic Partner Manager, AdMob.

Source: Inside AdMob

Game developer Mobirix increases revenue from paying users by 44%

“Gaming app users are often exposed to ads but when we show them AdMob in-app purchase (IAP) ads, we are able to convert some of them into paying users, which helps us generate more IAP revenue.” - Hyun Kwan Ro, Director, Mobirix

Mobirix is a Korean mobile gaming developer and publisher that transitioned from creating games for feature phones to smartphones. Today, they have developed and published over 200 games for users around the world. Mobirix prides itself on creating great user experiences and not using push notifications, believing that users will come back to their apps without needing reminders.
The problem

After building a large user base, Mobirix looked at its monetization strategy to generate revenue. It started by working with a game developer to find a way to monetize its popular game, Zombiehive. At first, Mobirix’s game developer didn’t want to incorporate ads, but Mobirix understood that it was common for users to see ads and that mid-core and hard-core players were more likely to make an in-app purchase. As a result, Mobirix took a segmented approach to monetize non-paying and paying users.

The solution

Based on AdMob’s recommendation, Mobirix decided to implement a hybrid monetization model, which used a combination of in-app ads and in-app purchases. With AdMob IAP house ads, AdMob automatically predicts likely spenders based on Google’s proprietary data and models, and shows them IAP ads. This helped Mobirix maximize revenue while improving user experience for its likely to spend? users. For the rest of the users who are unlikely to spend, AdMob serves regular ads to help maximize revenue.

The results

Adding ads to the mix allowed Mobirix to monetize non-paying users without relying solely on revenue from IAP. After implementing the hybrid monetization model of IAP and ads for its app, Zombiehive, Mobirix saw an approximate 15% uplift in the number of paying users and about a 43% increase in average revenue per paying user.

Having seen such impressive results, Mobirix is excited for what the future holds. With approximately 90% of its total ad revenue coming from AdMob, Mobirix plans to design future games based on a hybrid monetization model.

An in-app purchase house ad in Zombiehive

To check out Mobirix’s success story, or any other of our other success stories, visit us at at the AdMob website. Until next time, be sure to stay connected on all things AdMob by following our Twitter and Google+ page.

Posted by Henry Wang
AdMob Marketing

Source: Inside AdMob

Meet AdMob at Casual Connect SF #AdMobCC15

The Google AdMob team is excited to attend the Casual Connect conference in San Francisco this year. If you’re attending, be sure to visit the Google booth. We’d love to hear about your game and share ways that you can supercharge monetization with AdMob.

We’ll be hosting two sessions at the conference. First, Google's US Gaming Partnerships Lead, Alejandro Manchado, will talk about how to use Google Analytics and AdMob to build data-driven monetization strategies for your game at 11am on Wednesday, August 12th.

Secondly, Sampada Telang, Strategic Partner Lead, will talk about native ads and how they have impacted free-to-play games at 5pm on Wednesday, August 12th.

We’d also like to invite you to Google's workshops on how to monetize using native ads and in-app purchase ads with AdMob. There are limited seats at the workshop, so if you’re interested, please fill out this form, and we'll follow up with details.

If you can’t attend the event this year, sign up for our mailing list now and we’ll send you exclusive content filmed live at Casual Connect.

We’ll also be live tweeting and sharing our app-themed musings on Google+ and Twitter, so stay in the loop with what’s happening with #AdMobCC15.

So see you there or online,
The AdMob Team

Source: Inside AdMob