Tag Archives: Google Play Console

Ensuring high-quality apps on Google Play

Posted by Kobi Gluck, Director of Product Management, Google Play

Every day, Google Play helps billions of people around the world discover engaging, helpful, and enriching experiences on their devices. Maintaining consistently high app quality across these experiences is our top priority, which is why we continuously invest in new tools, features, and programs to help developers deliver the best apps and games.

Previously, we’ve highlighted our efforts to amplify the highest-quality apps on Google Play, as well as steer users away from lower-quality ones. Today, we’re sharing an update on this work and introducing some new policies and programs to boost app quality across the platform and connect people with experiences they’ll love, wherever they are, on whatever device they’re using.

Helping existing developers comply with our updated verification requirements

Earlier this year, we announced that all developers must meet an expanded set of verification requirements before publishing apps on Google Play, to help users make informed choices, prevent the spread of malware, and reduce fraud. We’ve already rolled out the requirements for developers creating new Play Console developer accounts.

Today, we're sharing how developers with existing accounts can complete these verifications to comply with the updated Play Console requirements policy. We know that developers of different types and sizes have different priorities, and that it might take some developers longer to verify than others. Because of this, we're allowing you to choose your own deadline by which to complete account verification.

Starting today, you can choose your preferred deadline in Play Console. Deadlines are available on a first-come, first-served basis, so choose your deadline early to guarantee a timeframe that works for you. If you don't choose a deadline before February 29, 2024, we'll assign one for you automatically.

Screenshot of 'choose your preferred account verification deadline now' prompt in Google Play Console

Required app testing for all new personal developer accounts

Developers who regularly use Play’s app testing tools before publishing release higher-quality apps and games, which can lead to higher ratings and more success on Google Play. In fact, apps that use our testing tools have on average 3 times the amount of app installs and user engagement compared to those that don't.

To help developers reap these benefits, developers with newly created personal Play Console accounts will soon be required to test their apps with at least 20 people for a minimum of two weeks before applying for access to production. This will allow developers to test their app, identify issues, get feedback, and ensure that everything is ready before they launch. Developers who create new personal developer accounts will start seeing this requirement in Play Console in the coming days.

Increased investment in app review

As more developers use new technologies in their mobile apps, apps on Play are becoming more sophisticated — but so are abuse methodologies. To ensure we continue to provide a safe and trusted experience, our global review teams now spend more time assessing new apps to make sure they provide a valuable user experience that does not deceive or defraud users, either via the app or off-Play activity, and complies with our policies.

While we do not anticipate significant changes to our overall app review timelines, it may take us longer to review a small portion of apps, such as apps designed for children or that request certain device permissions. These deeper reviews help ensure that users are engaging in safe and trusted experiences through Google Play.

Connecting users to great, trustworthy apps

Given the global reach and regional diversity of the Android ecosystem, it’s important that every Play user can easily discover the best content for their needs and not be limited to a single recommendation. To continue providing great content for users that rewards developer investment in quality, we’ve already begun:

    • Providing users with information on whether an app may not perform as well on their device, including phones, large screens, and wearables and
    • Surfacing more high-quality local and regional content

Next year, we’ll add new signifiers to app listings to help users find what they’re looking for, starting with a badge identifying official government apps.

All of these changes are designed to help connect people with safe, high-quality, useful, and relevant experiences they’ll love, wherever they are and on whatever device they’re using. Thank you for your ongoing investment in the quality of your user experiences. We look forward to continuing to provide you with the platform that helps you supercharge your growth and success.

Enable next generation IDs for better Play Games Services support for all Google accounts

Posted by Laura Nechita, Software Engineering at Google Play and Victor Chen, Product Specialist at Google Play

To further enhance the privacy of users and their multi-platform gaming experience, Play Games Services (PGS) is introducing next generation Player IDs. With this change, the first time a user plays a game, they will always be assigned a unique next generation Player ID that will remain consistent regardless of the device or platform a user plays a game on, but which will vary from game to game.

Existing users, or accounts that have already signed into your game using PGS retain their current PGS Player IDs and are not affected by this change. If you have multiple titles in your portfolio and need a way to identify users across your titles to offer cross-game user experiences, we are also introducing a developer player key. Learn more.

With next generation IDs, it will also enable better Play Games Services support for all accounts, including those under supervision.

Here is a timeline for the rollout:

Feb 16, 2023
  • You can start testing next generation IDs using PGS test accounts
  • You can publish this feature once you have completed your testing
Apr 15, 2023

  • Next generation IDs are enabled in draft mode for newly created game projects
  • You can disable next generation IDs on the game properties page in Google Play Console
Feb 2024

  • Next generation IDs will be turned on in production for all game projects (including existing game projects)
  • If you notice any issues during this period you will have one month to disable next generation IDs and fix the issue
Mar 2024

  • Next generation IDs are required for all game projects and cannot be disabled

How this affects your game

  • Next generation IDs are only assigned to users signing in to PGS on your game for the first time.
  • Users who have already signed in to PGS on your game are not affected.
  • We are introducing a new developer player key which allows you to identify users across games in your portfolio.

Control when changes to your app are sent for review with new Play Console features

Posted by Steve Suppe, Product Manager, Google Play and Manuel Wang, Product Manager, Google Play; Ashley Marshall, UX Writing Lead, Google Play Google Play Console is constantly evolving to improve how you manage and publish your apps. We know that launch moments are really important to you. Whether that's launching a new version of your app, or updating your store listing – you need the right tools to help you launch with confidence.

One challenge you’ve shared with us is a lack of predictability and control over the app review process. Previously, it was hard to predict which changes would be sent to Google for review, and which changes would be published immediately. There was also no way to send multiple changes for review together, for example, if you wanted to update your app at the same time as one of your store listing screenshots.

As a result of your feedback, we're making some changes to give you more flexibility and control over the app review process.

Control when changes are sent to Google for review

On the Publishing overview page in Play Console, you’ll soon see a new section called “Changes ready to send for review.” Whenever you save a change in Play Console that is subject to review, it will be listed here – instead of it being automatically sent for review. You can then send these changes for review together, whenever you’re ready.

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On the Publishing overview page in Play Console, you’ll soon see a new “Changes ready to send for review” section where your changes will be saved  for you to send for review.

How this works with managed publishing

Once you send changes to Google for review, they'll appear in the “Changes in review” section on the Publishing overview page.

If you have managed publishing turned on, these changes will appear in the “Ready to publish” section as soon as they're approved. You can then publish these changes whenever you're ready.

If you have managed publishing turned off, changes will be published automatically as soon as they're approved. We recommend turning managed publishing on when you want more control over app changes or wish to push an app update live at a specific time.

Remove changes that are ready to publish or in review

To give you even more flexibility, we're also adding the ability for you to remove changes that have already been sent for review, or that are ready to publish.

Changes you remove will once again appear in the “Changes ready to send for review” section.

How it works

Here's an example of how we think these new changes will add predictability and control to your app publishing process, and how they will enable more flexible workflows.

Imagine you have a major update to your app that is due to go live and requires several changes to happen at the same time, such as publishing a new release, updating your store listing screenshots, and making changes to your Data safety form. Here's how this would look with all of the new improvements that we've made in Play Console.

1.    Make changes to your app, store listing, and Data safety form in Play Console

You can make changes to all of the different parts of your app at your own pace, with confidence that these changes won't be sent for review or published until you're ready.

2.    Send changes for review when you're ready

On the Publishing overview page, you'll now see all of the changes that have been made. You can send them for review together when you decide you’re ready.

3.    Remove changes if you've made a mistake

Imagine that you've made a change to something else by accident, or your marketing team has told you that some of the screenshots you originally uploaded need to be changed. On the Publishing overview page, you can now remove these changes from the review, make any necessary updates, and send the changes for review – again.

4.     Publish according to your schedule with managed publishing

Plans change all the time. Imagine that your marketing team tells you that your launch date has been delayed by a week. Or, what if you don't want your changes to go live on a weekend, when no one is in the office? You can choose to turn on managed publishing and control exactly when approved changes are published.

We’re really excited to share these upcoming features with you, and hope these changes give you more predictability and control over the app publishing process.


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The top Google Play updates from I/O ‘21

Posted by Alex Musil, Director of Product, Google Play

This year, we announced many great new features, tools, and updates to help you make the most of Google Play. You can check out all the updates in our I/O session, or keep reading for a quick overview of the new capabilities that will help take your business even further, from driving more installs to growing your engagement and revenue.

15% service fee for the first $1M in earnings

1. Earlier this year, we announced an additional service fee tier to help boost developer success on Google Play. Starting July 1st, the service fee will be 15% instead of 30% for your first $1M (USD) of earnings each year. You’ll be able to enroll for the new rate in Play Console the week of June 7th, so we’re sharing details about the process now to give you time to get ready.

New tools for managing policy compliance

2. We’ve built a new, dedicated Policy and Programs section in Play Console to provide you with a centralized place to see any policy compliance concerns, guidance on how to fix policy issues, and information about upcoming policy changes.

More SDK guidance

3. The new Google Play SDK Console lets providers report issues with their SDK versions so we can give you better guidance and recommendations. We’ve started with several large SDK providers and will continue to add more.

4. Later this year, we’re launching a new, public website with important insights about popular SDKs to help you choose the right SDK for your app. Learn more about how we’re helping you build safer and more stable apps in the I/O session below.

Helping more users discover your apps and games

5. To ensure that your store listing assets can help users anticipate your in-app or in-game experience and drive meaningful downloads, we’re pre-announcing a policy change for app metadata...

6. and introducing new guidelines on store listing preview assets.

Distribution features for the future of publishing

7. One million apps are in production using the Android App Bundle, with 15% size savings on average vs a universal APK. The app bundle is the future of publishing on Google Play and, starting August 1, 2021, they’ll be required for all new apps.

8. Based on developer feedback, we'll soon be launching an optional code transparency feature to offer additional cryptographic assurance that your app’s code on device has not been modified from its original version.

Identify growth opportunities with our new competitive insights

9. To help you understand your engagement and monetization trends and optimize your product plans, we’ve taken the best of our ecosystem data and contextualized your performance against peersets. Learn how to make the most of them in the I/O session below.

10. You can now also customize and pin the precise metrics that matter to you in a personalized KPIs section at the top of your app dashboard.

More features for a flexible monetization strategy

11. Your global reach just got even larger: In 2020, we added 34 new local forms of payment across 30 markets around the world.

12. We lowered the minimum prices developers can set for paid apps, in-app purchases, and subscriptions in 20 new markets across Latin America, EMEA, and APAC.

13. This year, we’ll be launching multi-quantity purchases, which will allow your users to buy more than one item at a time from the cart.

14. We’ll also be launching multi-line subscriptions, which will allow you to sell multiple products as part of a single subscription.

15. And finally, we’ll be launching prepaid plans, which will let you offer users access to content for a fixed amount of time. (Don’t worry, users can easily extend at any time.)

16. Want to take advantage of these new features? Many will be available when you integrate Play Billing Library version 4.0, and more will be rolling out later this year. As a reminder, new apps are required to integrate version 3.0 by August 2, 2021 or by November 1, 2021 for updates to existing apps.

Program enhancements to engage and retain users

17. This year, Google Play Pass expanded to over 40 markets, with more than 800 games and apps. Developers have on average more than doubled their Play revenue across participating titles in these markets. Let us know if you’d like to join!

18. Google Play Points expanded to 22 countries and added deeper integration with Play Console making it even easier for developers to onboard. Play’s loyalty program helps developers increase engagement and reduce churn with their most high value users. Developers can learn more about joining the program here.

More educational content

19. Want to learn more about any of these features? We’ve built a comprehensive website with best practices and resources to help you learn more about our programs and tools.

20. Last but not least, we’ve also added tons of new free courses to Google Play Academy. Whether you're about to launch your startup or grow your existing business on Play, Google Play Academy has you covered.

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Sub-dollar pricing expansion in 20 markets

Posted by Neethi Thomas, Dafna Gal and Ashnil Dixit, Google Play

At Google Play, we’re committed to giving Android developers access to the largest possible market for your apps and games. Google Play already supports free and paid apps in over 165 markets. We had previously lowered minimum prices developers can set for their products for 20 markets like India and Brazil. Today, we’re happy to announce that we have reduced the minimum price limit for products in 20 more markets across Latin America, EMEA, and APAC.

With these new lower limits, you can now set prices in the range of 10-30 cents US equivalent in most of these markets. These ultra-low price points, or “sub-dollar” prices, allow you to reach new potential buyers by adjusting your pricing to better reflect local purchasing power and demand. It also gives you more flexibility to set your global pricing strategy and gives more users the opportunity to enjoy monetized experiences in your apps and games.

The minimum price limit for paid apps, in-app products, and subscriptions has been lowered in these new markets: Bangladesh, Bulgaria, Bolivia, Costa Rica, Czech Republic, Denmark, Croatia, Hungary, Jordan, Kazakhstan, Lebanon, Sri Lanka, Myanmar, Pakistan, Paraguay, Romania, Serbia, Thailand, Tanzania and Vietnam.

Additional markets where sub-dollar pricing is available: Brazil, Chile, Colombia, Egypt, India, Indonesia, Malaysia, Mexico, Nigeria, Peru, Philippines, Poland, Russia, Saudi Arabia, South Africa, Turkey and Ukraine

To adjust your prices in Google Play Console, please see our Help Center article. The full list of price ranges can be found here.


Best practices for sub-dollar pricing

Since the feature was introduced in 2015, Android developers have been using sub-dollar pricing to expand their paying user base in creative ways. Here are a few ways you can use sub-dollar pricing to help grow your own business:

  • Try offering limited-time promotions. Sub-dollar pricing is a great tool to entice new users through promotions, or to reward loyal users with low-cost perks. For example, to convert more paying users of their popular game Lords Mobile, developer IGG sometimes offers special bundles for only IDR 3000 (USD 0.20) that offer 2-3x more value for a limited time. Because these are special offers, it allowed them to expand their payer base without cannibalization.
  • Offer seasonal deals. Sub-dollar pricing is also useful for seasonal sales. Because users know they have a limited opportunity to buy these items, it makes them more attractive. Combined with the low price, it can be an attractive offer for first time buyers. Moonton offers rare skins when users make their first purchase of the season in Mobile Legends, even if it’s a sub-dollar purchase.
  • Try introductory pricing offers. Sub-dollar pricing can also be used to attract new paying users with introductory pricing. For example, you could offer users who have never made a purchase a valuable item at a sub-dollar price. Developer Moonton does this, offering users access to popular heroes in their game Mobile Legends: Bang Bang when they make their first purchase. This strategy helps them reach new paying users without much impact on their overall game economy.
  • Reward loyalty. You can also try sub-dollar pricing in conjunction with repeat purchase events. For example, you could offer special bonuses to players making one purchase a day for seven days, without users spending more than they are comfortable with.
  • Offer gacha. Sub-dollar pricing works well for chance-based items, or “gacha,” which can appeal to new users. Users who aren’t willing to spend $5 on a valuable in-game item may be willing to pay $0.15 to open a treasure chest with a chance of finding the item inside. By offering gacha at sub-dollar pricing, many users may be willing to pay a token amount just to try their luck.


There are many ways to use sub-dollar and localized pricing and the suggestions listed above are just a starting point. We’re excited to see how you’ll use our features to grow your business.

Protecting your Google Play Console account with 2-Step Verification

Posted by Tom Grinsted, Product Manager, Google Play Console

Google Play Console has something for everyone, from QAs and PMs to engineers and marketing managers. The new Google Play Console beta, available now at play.google.com/console, offers customized, secure access to everyone on your team. For a closer look at some of its new features and workflows, tune in to this week’s series of live webinars, which will also be available on demand.

Granting your team members safe access to specific features in your developer account is one of the best ways to increase the value of our tools for your organization. We want to make sure that your developer account is as safe as possible so you feel confident when granting access. A key way to do that is to make sure that every person who has access to your account signs in using secure methods that follow best practices. That’s why, towards the end of this year, we’re going to start requiring users of Google Play Console to sign in using Google's 2-Step Verification.

Google

2-Step Verification uses both your password and a second way to identify you for added security. This could be a text message to a registered phone, an authenticator app, alerts on supported devices, or a hardware security key. Normally, you only have to do this when you sign in for the first time on a new computer. It’s one of the easiest ways to increase the level of security for you and your team members’ accounts.

Learn more about 2-Step Verification here, and how to set it up for your own account.

If you have any comments or concerns about using 2-Step Verification to sign in to Google Play Console, or if you think it will impact you or your teams’ use of Google Play Console, use this form to let us know. All responses will be read by our product team and will help us shape our future plans.

Your team won’t be required to use 2-Step Verification immediately, although we recommend that you set it up now. We will start mandating 2-Step Verification with new users to Google Play Console towards the end of Q3, followed by existing users with high-risk permissions like app publishing or changing the prices in in-app products, later in the year. We’ll also remind every impacted user in Google Play Console at least 30 days before the change takes effect. We may also start to re-verify when you’re undertaking a sensitive action like changing your developer name or transferring ownership of an app.

Hundreds of thousands of Google Play Console users already use 2-Step Verification to keep their accounts safe, and it's been the default for G Suite customers for years. But we understand that requiring this may impact some of your existing workflows, which is why we’re giving advance notice of this change and asking for your feedback.

We can all take steps to keep our accounts and the developer community safe. Thanks for publishing your apps on Google Play.


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New features to acquire and retain subscribers

Posted by Angela Ying, Product Manager, Google Play

Subscription continues to be one of the fastest growing business models for apps in Google Play. As your subscription business evolves and becomes more sophisticated, our platform continues to evolve to better support your needs. Today we’re excited to tell you more about the new subscription capabilities we announced at the Android 11 Beta Launch, including promotional codes to help you access new subscribers, new opportunities to remind users of your value and win back churned users. Many of these capabilities are built on top of the Play Billing Library version 3.

In addition to the new capabilities, we are also making improvements to our existing platform. Over the past few years, we have launched many features, such as account hold, restore, and pause, which have been highly effective in reducing your voluntary and involuntary churn. We want to ensure that everyone can take advantage of them, which is why we are planning on changing the default settings for these features from optional to either mandatory or on by default starting on November 1, 2020. Additional details on these features and implementation requirements can be found at the end of this post.

Here’s everything that is changing about the subscriptions platform:

Subscriptions platform

More targeted promotions

Promotions and deals are an important way to grow your business to acquire new customers. That’s why over the last year, we have invested in new promotional code capabilities for subscriptions that you can use to send promotions to a more targeted set of users.

Last year at I/O 2019, we launched subscription one-time promotion codes, unique alphanumeric codes that can be distributed to individual users for redemption. Now, we have launched a new frictionless redemption flow which allows users to easily redeem the code, purchase the subscription, and install the app in the Play store in a few simple steps. This greatly simplifies the user experience by reducing the friction users go through to use your code. Since this subscription is started outside of your app, it is only available to developers who are using Billing Library 2.0 or higher.

example mobile displays
In addition to one-time codes, we are excited to officially announce the launch of custom codes (also known as vanity codes), which can be redeemed by multiple users and can be used for marketing campaigns to drive acquisitions. For example, you can post custom codes in advertisements or in social promotions to creatively engage with potential new users. Users can redeem a custom code in your app by entering it in their payment methods when purchasing a subscription.

Remind users of the value of your subscription

Retaining your subscribers is crucial for the long-term health of your subscriptions business. The reason why users stay subscribed is because they perceive ongoing value from your subscription service. To help you communicate this value, we recently launched a module that will remind users of the benefits gained from a subscription when they go to cancel. To take advantage of this module, add a short list of up to 4 subscriber benefits in the Google Play Console.

Win back churned subscribers

If users do churn from their subscription, we want to make it easy for them to restart it whenever they want. To help you do this, we have launched the ability for users to resubscribe to recently expired subscriptions directly from the Google Play subscriptions center. You can enable your SKUs for resubscribe in the Google Play Console. Since this subscription is started outside of your app, it is only available to developers who are using Billing Library version 2 or higher.

Price decreases without opt-ins

Finally, we’ve heard your feedback that requiring users to opt in to subscription price decreases was too restrictive. We are happy to announce that subscription price decreases will no longer require users to take action to opt in to keep their subscription. Users will be notified of an upcoming price decrease and be able to see the upcoming change in the Google Play subscriptions center.

Updated platform retention settings

Over the past few years, our platform has made strides in helping you keep your subscribers, through features aimed at decreasing both voluntary churn and involuntary churn (churn due to payment failure). For example, account hold has helped developers achieve 8% lower involuntary churn and 35% higher payment decline recovery rate compared to developers without account hold. Although these features are effective, retention may not be something that you are thinking about when starting out for the first time.

That’s why we are announcing updated defaults for several subscriptions features that have been up until now optional, which will take effect on November 1, 2020.

  • Account hold and restore will both be mandatory for all developers.
    • Account hold is a state the user enters after a renewal fails due to a payment issue. During account hold, the user loses access to the subscription while Google notifies the user and retries the payment method. Learn how to integrate account hold
    • Restore enables users to resume auto-renewals after they have cancelled the subscription but before the subscription expires. Learn how to integrate restore
  • Pause and resubscribe will be turned on by default for all developers with subscriptions enabled. You can opt-out of either feature in Google Play Console at any time, in case you are unable to implement the changes by November.
    • Pause enables users to pause their subscription for up to 3 months. At the end of the pause period, the subscription will auto-resume. Pause requires Account Hold to be enabled. You can disable the feature by selecting “Disabled” next to Pause in the subscription settings of the Play console. Learn how to integrate pause
    • Resubscribe enables users to resubscribe to a churned subscription within 12 months of subscription expiry. This feature is only available to apps that support Billing Library versions 2.0 and above. You can disable the feature by changing the setting to “Disabled” for each subscription product in the Play console. Learn how to integrate resubscribe

You may have to make modifications to your app or your server to handle these new features. Specifically, your app should:

  • Recognize when a user loses access to the subscription and when the user regains it later
    • If your app relies on the Billing Library and not the Google Play Developer API Purchases.subscriptions to maintain the latest state of your subscriber, then your app should automatically be able to handle this.
    • However, if you rely on the Google Play Developer API, which is common for developers whose subscription is accessible across multiple platforms such as web, it is important that you always have the latest status of the subscriber in your server.
    • To ensure you always have the latest subscriber status, we strongly recommend implementing Real-Time Developer Notifications. Learn more.
  • Gracefully handle out of app purchases (Billing Library 2.0+ only)
    • When a user opens the app after resubscribing, make sure you acknowledge the purchase and show an in-app message recognizing the new purchase. Check out our best practices for handling out of app purchases.

Although not every feature will require you to make engineering changes, we highly recommend that you test each feature before November 1. To make the transition easier, Google has enabled Account Hold, Pause, Restore, and Resubscribe for all license test accounts. Learn more about testing for subscriptions.





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New features to acquire and retain subscribers

Posted by Angela Ying, Product Manager, Google Play

Subscription continues to be one of the fastest growing business models for apps in Google Play. As your subscription business evolves and becomes more sophisticated, our platform continues to evolve to better support your needs. Today we’re excited to tell you more about the new subscription capabilities we announced at the Android 11 Beta Launch, including promotional codes to help you access new subscribers, new opportunities to remind users of your value and win back churned users. Many of these capabilities are built on top of the Play Billing Library version 3.

In addition to the new capabilities, we are also making improvements to our existing platform. Over the past few years, we have launched many features, such as account hold, restore, and pause, which have been highly effective in reducing your voluntary and involuntary churn. We want to ensure that everyone can take advantage of them, which is why we are planning on changing the default settings for these features from optional to either mandatory or on by default starting on November 1, 2020. Additional details on these features and implementation requirements can be found at the end of this post.

Here’s everything that is changing about the subscriptions platform:

Subscriptions platform

More targeted promotions

Promotions and deals are an important way to grow your business to acquire new customers. That’s why over the last year, we have invested in new promotional code capabilities for subscriptions that you can use to send promotions to a more targeted set of users.

Last year at I/O 2019, we launched subscription one-time promotion codes, unique alphanumeric codes that can be distributed to individual users for redemption. Now, we have launched a new frictionless redemption flow which allows users to easily redeem the code, purchase the subscription, and install the app in the Play store in a few simple steps. This greatly simplifies the user experience by reducing the friction users go through to use your code. Since this subscription is started outside of your app, it is only available to developers who are using Billing Library 2.0 or higher.

example mobile displays
In addition to one-time codes, we are excited to officially announce the launch of custom codes (also known as vanity codes), which can be redeemed by multiple users and can be used for marketing campaigns to drive acquisitions. For example, you can post custom codes in advertisements or in social promotions to creatively engage with potential new users. Users can redeem a custom code in your app by entering it in their payment methods when purchasing a subscription.

Remind users of the value of your subscription

Retaining your subscribers is crucial for the long-term health of your subscriptions business. The reason why users stay subscribed is because they perceive ongoing value from your subscription service. To help you communicate this value, we recently launched a module that will remind users of the benefits gained from a subscription when they go to cancel. To take advantage of this module, add a short list of up to 4 subscriber benefits in the Google Play Console.

Win back churned subscribers

If users do churn from their subscription, we want to make it easy for them to restart it whenever they want. To help you do this, we have launched the ability for users to resubscribe to recently expired subscriptions directly from the Google Play subscriptions center. You can enable your SKUs for resubscribe in the Google Play Console. Since this subscription is started outside of your app, it is only available to developers who are using Billing Library version 2 or higher.

Price decreases without opt-ins

Finally, we’ve heard your feedback that requiring users to opt in to subscription price decreases was too restrictive. We are happy to announce that subscription price decreases will no longer require users to take action to opt in to keep their subscription. Users will be notified of an upcoming price decrease and be able to see the upcoming change in the Google Play subscriptions center.

Updated platform retention settings

Over the past few years, our platform has made strides in helping you keep your subscribers, through features aimed at decreasing both voluntary churn and involuntary churn (churn due to payment failure). For example, account hold has helped developers achieve 8% lower involuntary churn and 35% higher payment decline recovery rate compared to developers without account hold. Although these features are effective, retention may not be something that you are thinking about when starting out for the first time.

That’s why we are announcing updated defaults for several subscriptions features that have been up until now optional, which will take effect on November 1, 2020.

  • Account hold and restore will both be mandatory for all developers.
    • Account hold is a state the user enters after a renewal fails due to a payment issue. During account hold, the user loses access to the subscription while Google notifies the user and retries the payment method. Learn how to integrate account hold
    • Restore enables users to resume auto-renewals after they have cancelled the subscription but before the subscription expires. Learn how to integrate restore
  • Pause and resubscribe will be turned on by default for all developers with subscriptions enabled. You can opt-out of either feature in Google Play Console at any time, in case you are unable to implement the changes by November.
    • Pause enables users to pause their subscription for up to 3 months. At the end of the pause period, the subscription will auto-resume. Pause requires Account Hold to be enabled. You can disable the feature by selecting “Disabled” next to Pause in the subscription settings of the Play console. Learn how to integrate pause
    • Resubscribe enables users to resubscribe to a churned subscription within 12 months of subscription expiry. This feature is only available to apps that support Billing Library versions 2.0 and above. You can disable the feature by changing the setting to “Disabled” for each subscription product in the Play console. Learn how to integrate resubscribe

You may have to make modifications to your app or your server to handle these new features. Specifically, your app should:

  • Recognize when a user loses access to the subscription and when the user regains it later
    • If your app relies on the Billing Library and not the Google Play Developer API Purchases.subscriptions to maintain the latest state of your subscriber, then your app should automatically be able to handle this.
    • However, if you rely on the Google Play Developer API, which is common for developers whose subscription is accessible across multiple platforms such as web, it is important that you always have the latest status of the subscriber in your server.
    • To ensure you always have the latest subscriber status, we strongly recommend implementing Real-Time Developer Notifications. Learn more.
  • Gracefully handle out of app purchases (Billing Library 2.0+ only)
    • When a user opens the app after resubscribing, make sure you acknowledge the purchase and show an in-app message recognizing the new purchase. Check out our best practices for handling out of app purchases.

Although not every feature will require you to make engineering changes, we highly recommend that you test each feature before November 1. To make the transition easier, Google has enabled Account Hold, Pause, Restore, and Resubscribe for all license test accounts. Learn more about testing for subscriptions.





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Building user trust through more transparent subscriptions

Posted by Angela Ying, Product Manager, Google Play

For many developers, subscriptions are an important part of your business. Google Play has continued to support the growth of subscription offerings through developer tools such as new insights in the Google Play Console, and an improved user experience, including the subscriptions center, where users can easily manage all of their subscriptions. Part of improving the subscription user experience comes from fostering a trustworthy platform for subscribers; making sure they feel fully informed when they purchase in-app subscriptions.

To continue to build this trust, we announced an updated subscriptions policy today, as part of a broader policy update to build user trust and enhance user safety across Google Play. This new policy requires you to be transparent about your subscription offering, to ensure every user evaluating your service has an informed choice.

When users lose trust in your app due to unclear subscription offers, they unsubscribe and often leave negative reviews, ultimately hurting your business. On the other hand, a clear and compelling offer gives users all the information they need to make a decision, increasing their trust in your service and hopefully encouraging them to stick around for a long time.

Complying with our subscriptions policy

App with clear offer terms, billing frequency, and price. App with hidden terms, unclear billing frequency and price.

The goal of this policy update is to ensure users understand the subscription offer, the terms of free trials and introductory offers, and how to manage their subscription, including cancellation. You can read the full policy and see examples of best practices and common violations in the Policy Center, but the most important thing is to make sure you are clear about your subscription offering within your app. Consider the following best practices:

Be explicit about your subscription terms, such as:

  • Whether a subscription is required to use all or parts of the app. If a subscription is not required, users should be able to easily dismiss your subscription offer.
  • Cost of your subscription
  • Frequency of your billing cycle.

If you offer free trials and introductory offers, clearly and accurately tell users:

  • Duration
  • Pricing
  • What is included with free trial or introductory offer
  • When a free trial will convert to a paid subscription
  • How a user can cancel if they do not want to convert to a paid subscription.

Ensure your app clearly discloses how a subscriber can cancel and/or manage a subscription.

You have until June 16, 2020 to bring your existing apps into compliance with this policy.

A better user experience without additional development work for you

In conjunction with these policy updates, we’ve made several platform-level product changes to help increase user trust and build user confidence in subscribing.

  • We made improvements to the checkout cart to increase transparency and improve the user experience.
  • We now email users a reminder before their free trial or intro price ends.
  • We now email users subscribed to 3-month, 6-month or annual plans a reminder when their renewal is coming up.
  • We notify active subscribers who uninstall the app that uninstalling does not automatically unsubscribe them from the service.

We believe that although these changes may lead to fewer conversions or more subscription cancelations in the short term, they will also result in higher quality, more committed subscribers with lower refund and chargeback rates. Overall, this should result in a more stable recurring revenue.

Resources to help

We want to help you do the right thing for your subscribers, so we’ve created this checklist, video and training in Google Play’s Academy for App Success to use as a reference when you’re making any necessary app updates.

Thank you for continuing to partner with us to make Google Play a trustworthy platform for you and your users. Not only can we work together to create great experiences for users, but we can continue to grow subscription businesses as well.

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The Google Play store’s visual refresh

Boris Valusek, Design Lead, Google Play

The Google Play Store has over two billion monthly active users coming to find the right app, game, and other digital content. To improve the overall store experience, we’re excited to roll out a complete visual redesign. Aligning with Material design language, we’re introducing several user-facing updates to deliver a cleaner, more premium store that improves app discovery and accessibility for our diverse set of users.

Google Play store's visual refresh

To make browsing faster and easier, we’ve introduced a new navigation bar at the bottom of the Play Store on mobile devices and a new left navigation on tablets and Chrome OS. There are now two distinct destinations for games and apps, which helps us better serve users the right kind of content. Once users find the right app or game, the updated store listing page layout surfaces richer app information at the top of each page as well as a more prominent call-to-action button. This makes it easier for users to see the important details and make a decision to install your app. You’ll also notice our new icon system with a uniform shape, helping content to stand out more over UI. If you haven’t done so already, make sure to update your icon following the new icon specifications as soon as possible.

If you’re looking for best practices to make a compelling store listing page, we have several resources to help. To ensure your page resonates well with Android users, use store listing experiments to test for the best app icon, images, video, and descriptions on Google Play. You can also tailor your marketing messages to specific user groups based on their country, install state or even pre-registration by creating custom store listings. For even more, try our free e-learning resource, Academy for App Success.

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