REJANE FRANCA: Hi, I'm Rejane.
JOSEPH MILLS: And I'm Joe.
REJANE FRANCA: We're both product managers
at Google Play.
At Google Play, we want to help you successfully
monetize your apps and games.
We do this by providing you with the monetization tools
and features that are deeply integrated into Google Play
to support your monetization strategy.
Google Play Commerce is the collection of these tools,
features, and programs designed to help you increase
buyer conversion, engagement, retention, and more,
all built on a trusted and secure platform.
We believe the creativity and passion
you've shown in building incredible experiences requires
a commerce platform designed to help you
reach your monetization goals.
Today, we're going to share three major ways we're
investing in Google Play's Commerce platform.
First, we'll cover how Play Commerce is evolving
to meet your needs today.
Next, we'll dive into pricing, exploring new tools
to help you optimize your pricing
strategy for both in-app purchases and subscriptions.
And finally, a flexible commerce platform
isn't complete without support for promoting your products.
We'll share updates on a new sales channel, features,
and programs aimed at building awareness of your products
and content.
Let's get started.
JOSEPH MILLS: Google Play Commerce
is designed to help you scale your business in over 180
markets, and we continue to improve your ability
to reach customers around the world.
This includes having an extensive payment method
library that not only serves users
with traditional forms of payment like credit cards,
but also enables additional local payment
methods, such as popular e-wallets, or offline payment
methods, such as cash.
Our payment method library now includes over 300 local forms
of payment in over 65 markets.
In over the past year, we've added a dozen new payment
methods across Latin America, Asia, and Africa.
For example we expanded access to users in key markets,
such as Brazil and India, with popular e-wallets
including PicPay and Paytm.
We also expanded our support of UPI,
the fastest growing and most widely used
online payment method in India, to include support
for auto-renewing subscriptions.
Reaching more customers is only half the purchase equation.
Providing a trusted and secure purchase experience
is a key pillar of Google Play Commerce.
In 2022, we prevented over $2 billion
in fraudulent and abusive transactions,
leveraging a combination of automated solutions
and human expertise.
As our commerce platform evolves,
Google Play continues to explore how
we can meet your needs today.
In 2021, we announced the Play Media Experience program,
dedicated to helping you build best in class user experiences
through deep product integrations,
while recognizing industry economics of media content
verticals.
And last year we began exploring expanded billing options
on Google Play through our user choice billing pilot.
Participating developers can test offering an alternative
billing system alongside Google Play's.
The pilot is currently available to non-gaming developers
for their users in over 35 markets.
We hope to continue learning from developers and consumers
around the world, and we expect to evolve this pilot
as we hear your feedback.
Learn more about eligibility and requirements
by visiting the link or QR code on this slide.
Continuing to evolve our platform
to meet the ever changing needs of developers is not new.
For example, in 2021, we made updates
to our service fee tiers.
Because of these initiatives, today 99%
of developers who are subject to a service fee
qualify for a fee of 15% or less.
We value your feedback and will continue
to improve our platform to help you succeed on Google Play.
REJANE FRANCA: Next, pricing.
Optimizing your pricing is an important aspect
of any monetization strategy.
The right price can help you tailor your product or content
to a specific market.
And with more flexibility, it can
be the catalyst in reaching new buyers,
improving conversion, and encouraging repeat orders.
We're very excited to share new capabilities
to help you optimize your pricing for in-app products
and subscriptions.
In the coming weeks, we'll be rolling out price experiments--
a new tool that will help you test
local pricing of your in-app products
and better adapt your prices to local markets.
This will help you better define your monetization strategy,
understand buyer behavior, and explore new strategies
to make prices more attractive to all users globally.
With price experiments, you can easily
set up and schedule different price points
across your in-app product portfolio,
track the performance of the experiment,
and apply the optimal price across all products,
and all that can be done easily from the Play Console
interface.
Let's take a look at how simple it
is to create a price experiment in Play Console.
First, identify your experiment, choose which markets and in-app
products to include, and decide when to start.
Next, add your price points and then refine your experiment
settings by audience, confidence level, and sensitivity.
You have full control of what and how you want to test,
reducing the overhead of managing tests independently
or with external tools.
And once your experiment has reached
a statistical significance, simply apply the winning price
to your selected SKUs, making that your new default
price point for your experiment markets and products.
And next, subscriptions.
Last year we reimagined the way you sell subscriptions on Play
to give you more flexibility and control when it comes
to segmenting your offers.
In Play's subscription module what you sell
is defined independently of how you sell it.
The subscription still describes the benefit
for the product you are selling, but we also added base plans,
defining the pricing for each supported billing period
and plan type.
And this year we're making base plans even more flexible.
You can now have multiple prices per billing period
for both auto-renewing and prepaid plans.
For example, for an annual subscription,
you can add a new, lower recurring price
point for your VIP subscribers, or now we
can also provide students on a prepaid plan with a discount
on their first app.
We are also improving subscription retention
and making it easier for users to keep subscriptions
they want.
Now, when increasing prices for existing subscribers,
you have the option to perform eligible price increases
with advance notification to users, but without requiring
them to take any action.
JOSEPH MILLS: We know that successful monetization
of your apps and games isn't complete
without a comprehensive promotional strategy.
That's why we're rolling out new features that leverage Play's
reach, expertise, and technologies
to help you more effectively promote your products
and generate revenue from your audience.
Today, we're announcing a new type of promotional content
called featured products, a new sales channel
that enables you to sell your in-app products directly
to users visiting the Play Store.
Our early testing shows that developers can generate up
to 4% uplift in spend, and we're excited to see the various ways
you leverage this feature.
Setting up feature products in the Play Console is simple.
Select the in-app product you want
to promote from your catalog and choose
the appropriate eligibility-- markets, time frame,
or even offer a discount on the product
directly from the interface.
For example, you can choose which
markets you want your product to be available in to tailor
to your international users, you can
set the time frame you want your product
to be available on Google Play, and you can even
offer a discount on your product to incentivize your users.
Once you're set up in Play Console,
users will be able to browse your catalog of feature
products and directly purchase them
on your app's details page.
You can further amplify your featured products
by electing to have them featured across Google Play.
Users will see your in-app products displayed
across Google Play's discover feeds,
such as the apps or games tab, and search results.
You have full control of defining eligibility criteria,
and a deep integration with promotional content formats
allows us to create a highly contextual buying
experience for your users.
We will be rolling out feature products
to developers with access to promotional content
over the next few months.
Another way to promote your products and content
is through Google Play Points, one of the world's largest
rewards programs with over 100 million members.
Participating developers have seen incremental revenue uplift
as high as 30%.
And since last year, we expanded Play Points
to two more key markets, India and Mexico,
bringing our total to over 30.
We've also been optimizing ways for users
to earn more points, which they then reinvest
in our partner's titles.
We launched Quests, a gamified mission-style journey
where users complete a customized set of actions,
such as installing apps or reaching milestones in games,
to earn points, play credit, and other rewards.
Our early results with Quests have shown up
to 4% uplift in user spend and up to 50% in engagement rate.
Also, we've been expanding the reach of our promotions
to help you convert more buyers in-app.
Google Play provides users with offers and incentives,
such as discounts or Play Points,
to help them purchase or unlock in-app
products or premium content.
Earlier this year, we introduced in-app offers,
letting users apply their available Google Play
promotions without leaving your app.
Users that choose to activate the in-app offer
can complete the purchase directly in your app
and it will be automatically applied.
You're in control of when and where in your app
you want to show these offers.
Service them contextually at key moments
to convert more users to buyers.
REJANE FRANCA: And, of course, Play Pass,
our premium subscription service completely free of ads
and in-app purchases.
Play Pass catalog has already reached over 1,000 titles
from over 500 developers since launch.
It's a great way to promote your products in new markets
and immediately monetize a new user base.
Participating titles have seen player revenue double
on average in launched markets.
Since last year, we have expanded
to two new key markets, India and Japan,
giving you access to users in over 90 markets.
To fully unlock the power of our commerce platform,
including many of the new tools and features announced today,
we highly recommend upgrading to Play Billing Library
6.0 available later this month.
As a reminder, we will continue to support
each major release of the Billing Library for two years.
This means support for version 4 will end in November 2023,
and you need to upgrade before you can publish
new versions of your app.
JOSEPH MILLS: We hope that you discovered at least one new way
to reach your monetization goals and boost your revenue.
From expanding your ability to scale your business
to new tools to help you optimize your pricing strategy
and promote your products.
Thank you for joining us and for continuing
to be a part of the Google Play ecosystem.
We can't wait to see how you apply today's learnings
in your apps and games.
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