Playtime 2017: Find success on Google Play and grow your business with new Play Console features

Posted by Vineet Buch, Director of Product Management, Google Play Apps & Games

Today we kicked off our annual global Playtime series with back-to-back events in Berlin and San Francisco. Over the next month, we’ll be hearing from many app and game developers in cities around the world. It has been an amazing 2017 for developers on Google Play, there are now more than 8 billion new installs per month globally.

To help you continue to take advantage of this opportunity, we're announcing innovations on Google Play and new features in the Play Console. Follow us on Medium where presenters will be posting their strategies, best practices, and examples to help you achieve your business objectives. As Google Play continues to grow rapidly, we want to help people understand our business. That's why we're also publishing the State of Play 2017 report that will be updated annually to help you stay informed about our progress and how we’re helping developers succeed.

Apps and games on Google Play bring your devices to life, whether they're phones and tablets, Wear devices, TVs, Daydream, or Chromebooks like the new Google Pixelbook. We're making it even easier for people to discover and re-engage with great content on the Play Store.

Recognizing the best

We're investing in curation and editorial to showcase the highest quality apps and games we love. The revamped Editors' Choice is now live in 17 countries and Android Excellence recently welcomed new apps and games. We also continue to celebrate and support indie games, recently announcing winners of the Indie Games Festival in San Francisco and opening the second Indie Games Contest in Europe for nominations.

Discovering great games

We've launched an improved home for games with trailers and screenshots of gameplay and two new browse destinations are coming soon, 'New' (for upcoming and trending games) and 'Premium' (for paid games).

Going beyond installs

We’re showing reminders to try games you’ve recently installed and we’re expanding our successful ‘live operations’ banners on the Play Store, telling you about major in-game events in popular games you’ve got on your device. We're also excited to integrate Android Instant Apps with a 'Try it Now' button on store listings. With a single tap, people can jump right into the app experience without installing.

The new games experience on Google Play

The Google Play Console offers tools which help you and your team members at every step of an app’s lifecycle. Use the Play Console to improve app quality, manage releases with confidence, and increase business performance.

Focus on quality

Android vitals were introduced at I/O 2017 and already 65% of top developers are using the dashboard to understand their app's performance. We're adding five new Android vitals and increasing device coverage to help you address issues relating to battery consumption, crashes, and render time. Better performing apps are favored by Google Play's search and discovery algorithms.
We're improving pre-launch reports and enabling them for all developers with no need to opt-in. When you upload an alpha or beta APK, we'll automatically install and test your app on physical, popular devices powered by Firebase Test Lab. The report will tell you about crashes, display issues, security vulnerabilities, and now, performance issues encountered.
When you install a new app, you expect it to open and perform normally. To ensure people installing apps and games from Google Play have a positive experience and developers benefit from being part of a trusted ecosystem, we are introducing a policy to disallow apps which consistently exhibit broken experiences on the majority of devices such as crashing, closing, freezing, or otherwise functioning abnormally. Learn more in the policy center.

Release with confidence

Beta testing lets trusted users try your app or game before it goes to production so you can iterate on your ideas and gather feedback. You can now target alpha and beta tests to specific countries. This allows you to, for example, beta test in a country you're about to launch in, while people in other countries receive your production app. We'll be bringing country-targeting to staged rollouts soon.
We've also made improvements to the device catalog. Over 66% of top developers are using the catalog to ensure they provide a great user experience on the widest range of devices. You can now save device searches and see why a specific device doesn't support your app. Navigate to the device catalog and review the terms of service to get started.

Grow your subscriptions business

At I/O 2017 we announced that both the number of subscribers on Play and the subscriptions business revenue doubled in the preceding year. We're making it easier to setup and manage your subscription service with the Play Billing Library and, soon, new test instruments to simplify testing your flows for successful and unsuccessful payments.
We're helping you acquire and retain more subscribers. You can offer shorter free trials, at a minimum of three days, and we will now enforce one free trial at the app level to reduce the potential for abuse. You can opt-in to receive notifications when someone cancels their subscription and we're making it easier for people to restore a canceled subscription. Account hold is now generally available, where you can block access to your service while we get a user to fix a renewal payment issue. Finally, from January 2018 we're also updating our transaction fee for subscribers who are retained for more than 12 months.

Announcing the Google Play Security Reward Program

At Google, we have long enjoyed a close relationship with the security research community. Today we're introducing the Google Play Security Reward Program to incentivize security research into popular Android apps, including Google's own apps. The program will help us find vulnerabilities and notify developers via security recommendations on how to fix them. We hope to bring the success we have with our other reward programs, and we invite developers and the research community to work together with us on proactively improving Google Play ecosystem's security.