Posted by Paul Feng, VP of Product Management, Google Play, Google Play
Today, we shared how we’re taking our “More than a store” vision into its next chapter. From You tab—now a personalized home base for your favorite apps and content—to Play Games Sidekick connecting over 2 billion players, Google Play is meeting users wherever they are. [1]
For developers, our goal is to help you connect with your audience and build a sustainable business. Below is a checklist to optimize your apps for our latest discovery features, new tools to deepen player engagement, and updates to our quality programs that reward great user experiences with lower service fees.
Reach the right users on Google Play and in the Gemini app
Earlier this year, we shared how new tools are transforming app and content discovery. Now, we’re expanding these features to make it easier for people to find your app.
- App comparisons on Ask Play: Ask Play already helps users find the right app through natural conversation, understanding context and adapting to follow-up questions. Now, it can generate dynamic, side-by-side app comparisons directly in search results. When a user compares details like subscription models or offline capabilities, Ask Play summarizes your store listing and user reviews to help them choose your app with confidence.
- Game finder: Tailored by each player’s gameplay habits, favorite mechanics, and community reviews, Game finder explains why a title is recommended and highlights what similar players and profiles you follow are enjoying. It begins rolling out to English-language users in the US today.
- Play in Gemini: People are increasingly discovering apps directly through conversations in Gemini—driving over 6 million app installs in just two months since launch. [2] When someone describes a specific need, such as organizing family recipes or finding a collaborative task manager, Gemini matches their request to your store listing and key features, so they can evaluate and install your app with a single tap. And now, with Gemini Live, they can get these same app recommendations through voice conversations.
To make sure your app is represented accurately everywhere users discover content—from Ask Play and Game finder to the Gemini app and Collections on home screens—review the following checklist:
- Keep store listings and promotional events fresh: Regularly update your descriptions, tags, and events in Play Console to highlight new features, seasons, and timely offers.
- Upload high-resolution media assets: Use clean images and video previews that look great across different screen sizes and devices.
- Validate deep links in Play Console: Use the new built-in deep link emulator to preview and test your links without needing a physical device.
- Integrate Engage SDK: Bring users back to your app by delivering personalized content across surfaces, including Apps Home, You tab, and Android tablets—now supporting 9 categories, including Education and Health & Fitness.
Deepen player engagement with social competitions and rewards
Once players find a game they love, recognizing their progress and connecting them with a community keeps them coming back. We’re introducing new ways for players to share their favorite moments, compete with friends, and earn rewards:
- Playbacks in Sidekick: With Sidekick—our in-game overlay now reached over 285M users—we bring Quests, Leagues, Sprints, and community features just a tap away.[3]
- Sprints: Building on Leagues, which turn in-game leaderboards into month-long competitive seasons, Sprints are fast-paced, 48-hour challenges that match 2 to 5 players of similar skills. It gives players an exciting reason to jump back into your game throughout the week.
- Quests: Beyond competing on leaderboards, players want their time and progress rewarded. We’re expanding Quests beyond Play Points to include in-game rewards like character skins, performance boosters, and valuable currencies.
You can turn on these competitive and social features by integrating Game Stats and Play Games Rewards:
- Game Stats: By sharing basic gameplay event signals—such as match completions, score thresholds, or key milestones—your games can show daily Streaks and become eligible for platform-wide competitions like Leagues and Sprints. Game Stats connects seamlessly with your backend data , giving you access to our engagement mechanics without rebuilding matchmaking or leaderboard systems.
- Play Games Rewards: Now generally available, you can set up ongoing in-game rewards that celebrate achievements and sync with Play Points. This helps you grow loyal players and keep them coming back.
Accelerate business growth with the Apps Experience and Level Up program
These new discovery and engagement tools help you deliver a better user experience while growing your business. For developers looking to go even further, our quality programs – Apps Experience and Level Up reward standout apps and games with lower service fees.
Titles integrating Level Up guidelines, like Summoners War, PUBG MOBILE, and Fruit Ninja are already seeing strong results by polishing graphics performance, integrating Game Stats, and launching Leagues and Quests. For example, PUBG MOBILE drove 22% uplift in new installs from high-value players, and achieved a 62% uplift in spend per buyer among engaged players.[4]
Both programs are now available in Australia, Japan, the EEA, UK, and US, and will roll out to Korea by the end of the year. We’ve also made it easier to submit and manage your program enrollment directly in Play Console.
Explore these new tools in Play Console today—where you’ll also start seeing a visual refresh rolling out this month to streamline your everyday workflow. Please keep sharing your feedback with us as we build the future of Google Play together.
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