How Google Play Can Help Indie Game Devs and Leapfrog Apple’s App Store in the Process

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Kevin Ford

September 22nd, 2015

Google recently introduced an important new rule prohibiting deceptive promotion of apps on Google Play. It’s great that Google is clamping down on spammy advertising. However, the new regulation doesn’t really address a core, underlying cause for the practice: broken app discovery. With more than two thirds of apps failing to break even, it’s no surprise that some indie devs desperately turn to sketchy ad practices or bot farms that manipulate rankings. Of course, Apple’s App Store struggles with the same woes as well, but given that Google’s core competency is content discovery, it’s fair for the market to expect much more from Play.

Fortunately for Google, there’s a number of means to quickly gain the edge on discovery over Apple. In the process, the search giant can greatly help the independent developer community. (Which, after all, makes up the majority of app developers.)


Google Play app store

  • Reform the Ranking System: At the moment, Google Play’s “Top Apps” lists are too directly tied to ad spend. Most indie developers don’t have a large enough advertising budget to compete on this playing field, and consequently, none but the very most successful indies last long enough on the top ranks to be noticed. To make things even harder for indies, most Google Play users only download apps from these Top Apps lists. One solution is to create indie-only lists (see below). Google should also tweak its general ranking algorithms to give more prominence to apps gaining traction without ad dollars.
  • Address the 5 Star Problem: Similar to the crippled ranking lists, many or most apps with consistent 5 star ratings got them not through organic acclaim, but by working the system. (One common, if very dubious technique: An app prompt asks users if they like the app, but are only taken to the app store to post a review if they answer “Yes”.) There are a number of ways Google could reform this system; here’s just two ideas: 1) Only allow app ratings after fifteen total minutes of gameplay, to curb unfair judging; and 2) Add a pop-up prompt automatically – directly from Google Play – so the users never have to leave the game. This is important to ensuring that the true app ranking score is captured. (The latter is important because most developers don’t typically send users who don’t like their game to the app store, so the majority of reviews are not a good representation of the broader gamer population.)

In any case, it will probably take months to fix star ratings and rankings, and a lot of behind the scenes A/B testing to achieve the best balance. But there’s other, simpler features Google Play can introduce now to help level the playing field immediately:

  • Create Indie-Only Top App Lists and Badges: Is it fair that it takes over $100,000 in advertising to achieve enough visibility to grow “organically”? For a company that claims to do no evil, it sure makes sense to address this contradiction. To do that, Google should consider duplicating Top App listsonly featuring indie developers. That would attract heavy downloads for those with limited budgets. (There’s many ways Google can define what constitutes an “indie” developer, but the underlying goal is to highlight apps made by small teams on limited budgets.) For similar reasons, apps designated as indie should have a badge or other special icon which affirms that status. This will also give indie titles an underdog appeal to consumers searching for original games to play.
  • Indie Developer Profiles: Related to the above, I’d love to see Google Play add a profile feature which allows indie developers to literally put a face to their apps. Doing this will instantly add a human interest element to Android’s app ecosystem, and help create stronger ties to devs and the consumers who love their games.  (Consider how important the personal element has been to the success of Kickstarter projects.)
  • Integrate developers’ YouTube channel into their app pages: Game footage videos are a key way gamers discover and decide to download games (especially from lesser known studios and publishers), and Google happens to own the largest video network of them all. Google should give developers the option of embedding their YouTube channel into every game that they own. This will also help level the playing field by giving indie developers the fastest, lowest budget, most honest way to promote their game — simply showing how it plays.

Beyond Discovery: Better Advertising Solutions

App discovery isn’t the only problem facing game developers. Just as bad is developers’ inability to generate enough revenue to stay in business. According to most industry reports, two thirds of game developers fail to break even. Many attempt to make money through advertising. Most do it wrong. Nearly all give up. However, advertising is the primary revenue generator for an increasing majority of game developers, especially as free-to-play overwhelmingly becomes the dominant model. At the same time, as Google’s new policies show, Play is being hurt by deceptive ad networks. So Google should not only crack down on bad actors, but also encourage white hat ad players and innovative ad content formats.

NativeX mobile ad Pocket Minions
To start, Google can encourage developers to move beyond spammy ad formats by seriously committing to deploying native ad formats, which preserve games’ user experience. While advertising is never going to be the perfect or entire solution, native ads that incorporate high design standards move things closer to a pure gaming experience without having to charge gamers a premium to cover development expenses (and deals squarely with the reality that some 98% of gamers simply make no in-app payments). For some tips and tricks, I wrote this guideline of techniques for successfully integrating native ads in games.

To be sure, even if Google were to implement all these changes, it wouldn’t guarantee sunshine and roses for app developers. With such a large market to compete in, most of their apps will still fail. But with the “bad guy” advertisers handcuffed, indie developers at least have much more peace of mind. For now, they can work with ad networks which monetize in a brand safe, transparent, user-friendly way. Google just needs to capitalize on this move by also helping devs at the discovery level. That way, well-deserving, low budget games — no matter how much their big budget competitors spend — have less incentive to turn to the next shady ad practice.

Kevin Ford

Marketing Manager


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