Google play upgrades their Google play store to Quality over Quantity
In June, Game of Whales red alerts went off twice highlighting that something unusual was happening in Google play’s online store in regards to their amount of downloads and new users.
Google play had two major updates to the search algorithm - the updates gave much more weight to the quality of a content instead of its quantifiable metrics.
The change was dramatic - in a week’s time, thousands of developers lost 70%-90% of their organic traffic in Google play, while others saw a spike of over 100% in a day.
Many developers reported that the number of game reviews on their game decreased dramatically in just one day. The slash in the number of game reviews is suspected to come from Google’s new strategy of deleting “fake” and purchased 5 stars reviews.
Changing the Game
Google also started to respond to developers’ complaints about copyright infringement at a much more intense pace compared to their sluggish reactions to the same complaints in the last few years. Their intent is to clean the Google play from copycats as fast as they can.
It seems that these changes only play a part in the much bigger picture Google has of delivering a better experience for their Google play customers.
Google officially stated “Over the last year, we've been enhancing our search and discovery algorithms' consideration of app quality and user engagement. This means that apps and games that have high retention rates, low crash rates, low uninstalls, and many other factors, are recommended more often.”
As the rules of the games change again, developers need to continue adapting and improving their games experience to keep up. The first impact of this change will be the higher cost of acquiring and maintaining new users. Developers and publishers will need to make sure that their games’ experience is maximized for every single user that decides to download a game. Retention and monetization, which have always been crucial, have now become imperative to the success of a game.
Game of Whales has always been a great option for game developers that are looking to significantly increase their IAP revenues and retention. Now, however, GOW has become a commodity for developers looking to find success with their games since increases in KPI’s will also affect the new organic downloads stream.
AI and Machine learning system Game of Whales automatically improves conversion rates and ARPPU, and decreases the churn rate in a freemium model. These features are becoming even more important in the near future for the game industry at large. Being able to take the most relevant actions inside a game in real-time will maximize every user’s potential without wasting the time or resources of the game developer.
It doesn't cost anything to onboard and check the system impact, which from other working clients can average up to +20% in IAP revenues.
This bold move by Google play will have many suffer its consequences, especially for game developers that base their model on organic traffic and are seeing a decline in new users. What we will see next is a significant shiftto the adoption of UA models to keep games alive online. Google play is going to be rewarding higher quality content from now on, which will only let the best performing games to flourish.