If you’re anything like me you’ve probably got a few games on your phone. Maybe you’ve got Angry Birds, or Flappy Bird (or something else with a bird in it…). More likely you’ve got Candy Crush… You probably play them quickly when you’re waiting for a flight, or if taking a break between meetings. But other than that they’re left alone. You might be surprised to find out that 41% of all apps downloaded in 2015 were games. With the app market predicted to be worth around $100 billion globally by 2020, gaming apps are more than just a bit of fun.
Google has recognized that gaming apps are big business; they introduced some new features to the AdWords and AdMob catalogs in order to help developers showcase their games to a wider audience. Typically the growth of Games Apps was driven by their respective App stores. If your game got in the top 10 in the iTunes or Google Play store, then you would get some exposure, but further than that, it was very difficult to get traction for a brand-new app. But with these new additions, the gaming landscape may change.
Turn the Camera on it’s Side!
Videos are made to be watched in widescreen. And so are many games. Typically when people are browsing the web, on their mobile device, they are holding it vertically. Google recognized this by introducing Portrait Video ads. They found that 80% of videos viewed on the Google Display Network were in portrait. The response? Creating ads that will offer a full screen, immersive, view of what games are like. Users don’t need to reorientate their device to watch the video. And, they can click through to the app store. Google predicts that this will lead to an increase in clicks and more of downloads for gaming apps.
bringing that idea into the mainstream with Trial Run Ads.
Trial Run Ads are exactly what you’d expect them to be. When you browse your search results you will be presented with an advert with a ‘Try it now’ button. After clicking the button you will begin to stream a small demo for the respective game. This feature is gradually being rolled out, and will be available to users who are using a WiFi network only initially.
Coupled with these new two additions to the Google Ad Network, there are also some new gaming-focused features in AdWords. One now allows you to target anyone who has spent 30 minutes or more playing games on their Android device. Coupled with Google’s AdMob, it puts game developers in a stronger position for advertising.
What do you think of the trial run feature? Do you think it’s a winner for gaming apps?
Have you developed some great apps, but aren’t sure how to market them? Do you want more downloads from the app store?