Google is introducing a new feature for Google Play Games on Android for users test game apps directly from search.
The company made the announcement at its annual Developer Day, which is a one-day web developer-focused event around the world.
According to Google, with mobile gamers across 190 countries, Google Play Games is made up of a vibrant and diverse gaming community. And these players are more engaged than ever. Over the past year, the number of games reaching over 1 million installs grew by 50%, according to the company.
“Today, at our annual Developer Day at the Game Developers Conference, we announced new platform and ads tools for developers, of all sizes, to reach this global audience and accelerate the growth of their games business’’ Google says.
The new feature, which will launch in the next few weeks, will allow users to try out games when they do a search for games on Google through a new ad format, Search Trial Run Ads.
Users will just have to tap the Try Now button, and Google will then stream the game for the user so they can test the game before deciding to download it.
A user will only have 10 minutes to test the app. If the 10 minutes elapses, the user will be able to purchase and download the game, according to Google.
Google also announced the addition of Portrait Video Ads as it has identified that “more than 80% of video ad views in mobile apps on the Google Display Network are from devices held vertically, but often these videos are created for landscape viewing.’’ Google reckons that the portrait video ad will enhance more install.
They are also rolling out a new type of ‘targeting for Android apps’ that allows developers to show ads to users who have spent more than 30 minutes playing games, or who have played a Google Play Games integrated game, in the last 30 days.
Finally, Google’s other feature announced on the day is AdMob Mediation which will help the game developers around the world maximize revenue through in-app advertising.
The company said AdMob Mediation will enable game developers to easily monetize their apps with rewarded video ads from a number of ad providers.