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Google Play LiveOps guide for app marketers

LiveOps is one other tactic that may assist app entrepreneurs enhance their app development by getting extra model publicity throughout the Play Retailer. In response to Google Play, the LiveOps function will permit app publishers to push in-app occasions, presents, and large releases to totally different consumer teams from totally different international locations. In consequence, the app entrepreneurs will “enhance their engagement, monetization and lifelong worth”.


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LiveOps was in beta till lately, however registration was closed when writing this text. We count on that Google will quickly launch the brand new function to all Play Retailer customers, which implies it’s a good time to study extra about this new function and the way you should use it to develop your app.

What’s Google Play LiveOps?

Google Play claims that “LiveOps is self-service merchandising models within the Play Retailer that floor limited-time occasions, presents, and main updates to your app or sport”. In a nutshell, Google Play LiveOps is Google Play’s model of Apple’s In-app occasions.

App entrepreneurs ought to primarily use LiveOps to enhance consumer engagement outdoors of the app and work on retaining the customers. Different objectives could possibly be particular reductions, gross sales and promotional offers. Google Play can present them to present and new potential app customers.

The place is LiveOps seen in Play Retailer?

LiveOps continues to be in beta, and at present, the function is being utilized by a closed group of apps. As soon as it goes fully reside, Google Play customers can see and expertise LiveOps throughout Play Retailer.

LiveOps location in Google Play Geographical availability
Apps tab Globally
Video games tab Globally
Occasions tab (beneath the Video games tab) Solely obtainable to Australia, Brazil, Canada, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Korea, Mexico, Russia, Taiwan, Turkey, UK, US
Search outcomes Globally
Retailer itemizing pages Globally
Particular Affords tab Chosen geographies

We’ve got no doubts that LiveOps can be a really used function and that many app entrepreneurs will experiment with it as soon as it formally launches.

What sorts of LiveOps can be obtainable?

Earlier than utilizing the LiveOps playing cards, you need to perceive the choices obtainable. If you wish to get essentially the most out of it, you could select the proper class.

At present, the next LiveOps playing cards can be found:

  • Affords – discounted presents and even free objects engaging to your audience. You’ll need to decide on this feature in case you supply giveaways, store-wide reductions, bundles, and first-time order reductions. Affords may have a time limitation of as much as 28 days or indefinitely for some customers.
  • Occasions – the sort of LiveOps automobile is time restricted for the app or sport occasions taking place at a specific time. The primary requirement is that no supply must be hooked up to the Occasion card, and a time limitation of the occasion is required.
  • Main replace – targets important new options and bulletins for a brand new piece of content material like TV collection, films and sport releases. Main updates can be restricted for a most of 1 week and will be tied to the discharge of a brand new in-app buy.

As well as, there are two extra LiveOps playing cards obtainable just for Video games:

  • Crossover – features a crossover between video games and IP collaboration occasions. Once more, you need to select the Affords tab if it incorporates any particular presents.
  • Pre-registration bulletins serve customers who’ve already pre-registered for a sport. In a case like this, the announcement will present new content material, sport demo, milestone rewards and launch data to the pre-registered customers.

Who must you goal with LiveOps?

Now that you’ve got a fundamental understanding of how one can use LiveOps, we will begin fascinated with totally different prospects and how one can enhance consumer engagement and your Google Play Retailer optimization.

For a begin, Google Play can present LiveOps playing cards to customers that have already got put in an app that makes use of the LiveOps function. However it will also be proven to customers that have already got put in your app.

Customers that don’t have put in an app that makes use of LiveOps playing cards

As soon as non-existing customers land on the shop itemizing web page of an app that makes use of the LiveOps function, they may see a typical overview with common data.

Nonetheless, as soon as these customers scroll down, the LiveOps card can be seen above the “Price this app” half. So the LiveOps card doesn’t intrude a lot with a normal consumer expertise.

Customers which have put in an app that makes use of LiveOps playing cards

If a consumer has the app put in on their system, the following time they go to the app retailer itemizing web page, they may see the LiveOps card far above, pushing screenshots far beneath.

Current customers can be extra uncovered to the LiveOps supply or occasion. Nonetheless, it questions whether or not a typical consumer would return to an app’s retailer itemizing web page in the event that they have already got the app put in. Though the LiveOps card may be very current on this case, the effectiveness of this tactic appears to be restricted.

When must you use LiveOps?

There are various totally different events if you need to discover LiveOps, and the time will present which ones is the best. Primarily based on our expertise with Apple’s In-app occasions, we’d recommend contemplating the next use instances.

Particular promotions, gross sales or any form of low cost alternatives

If certainly one of your advertising techniques consists of retailer promotions, common reductions and different value techniques, LiveOps is usually a useful gizmo to get extra publicity and enhance gross sales. You possibly can tie LiveOps to an anniversary, vacation, celebration, or particular occasion. It doesn’t matter in case you handle a sport or a daily app. LiveOps can be utilized for any form of particular promotion.

Push gaming tournaments and occasions

In case your sport is part of on-line competitions, you should use LiveOps to draw sport gamers that need to compete for a particular prize or achievement. Use a LiveOps card to speak clearly what the winner or members of the match or occasion obtain for becoming a member of in.

Problem customers to work on a particular activity

You may run a sport that isn’t actually into reside tournaments and occasions. In that case, you’ll be able to supply a particular problem and reward essentially the most profitable customers with premium prizes. For example, if in case you have a chess app, you could possibly give free subscriptions to the primary 100 gamers that efficiently remedy a chess problem.

Provide loyalty rewards for premium customers and enhance app retention fee

One other potential use of LiveOps playing cards is providing premium and invaluable rewards to your current customers. If you realize that the majority of your app customers use it for one month and uninstall it after that, you need to supply one thing that retains them lively — for instance, a brand new function or unique reward after they full extra gaming ranges.

LiveOps necessities and proposals

To start out utilizing LiveOps playing cards, you’ll need to offer some details about your Android app in Google Play Console and fulfill the necessities for visible belongings.

Let’s have a fast have a look at them.

Info for making a LiveOps occasion

The issues you’ll need to offer embody the next:

  • Occasion title and sort
  • Provide kind – you’ll be able to distinguish between a proposal and different LiveOps playing cards. If you choose the supply, you must select one supply kind that features low cost, worth add, free reward, subscription trial or every other kind of supply.
  • Nations and areas that you just goal along with your occasion
  • Begin and finish date occasions – a LiveOps occasion has a most of 4 weeks, however it may possibly have a steady length (e.g. presents for brand spanking new customers) or be just one week lengthy if you need to push main updates or pre-registration bulletins.
  • Preview occasion – chosen by default, however you’ll be able to select whether or not you need to present your LiveOps occasion earlier than its official begin date.
  • Precedence – you’ll use this feature if you need to prioritize between a number of LiveOps occasions.
  • Person eligibility – you could select whether or not you need to goal all or new customers solely.

Textual content and graphical belongings necessities – LiveOps vs Apple In-app occasions

Google Play will ask you to offer further belongings to your new LiveOps occasion. Since we now know that LiveOps is just like Apple’s In-app occasions, we will have a look at what we have to present to Google Play and what to Apple’s App Retailer.

The desk beneath summarizes the important necessities and compares them with App Retailer.

LiveOps data kind Requirement and tips Google Play character necessities or picture varieties for LiveOps Apple App Retailer necessities for In-app occasions
Occasion title Title of the occasion No restrictions Max. 30 characters
Tagline Descriptive and particular to your occasion Max. 80 characters Max. 50 characters
Description Must be as related and expressive as attainable Max. 500 characters Max. 120 characters
Photos Related to the occasion and helps customers to visualise the occasion Main: 1920×1080 px, 16:9 side ratio;
Sq.: 1080×1080 px, 1:1 side ratio
Occasion card: 1920×1080 px, 16:9 side ratio;
Occasion element web page: 1080×1920 px, 9:16 side ratio
Video Not required, however extremely really helpful YouTube video, however with out monetization and adverts Supported, consists of extensions: .mov, .m4v, .mp4, not than 30 seconds
Comparability of Google Play LiveOps and App Retailer’s In-app occasions necessities

Since we’re evaluating Google Play and App Retailer, let’s additionally have a look at the principle variations between LiveOps and In-app occasions.

Occasion Element Google Play LiveOps iOS In-App Occasions
Occasion kind or badge Provide, occasion, main replace, pre-registration announcement, crossover Problem, competitors, reside occasion, main replace, new season, particular occasion
Variety of occasions At present no most restrict Not more than occasions on the similar time
Most length – 7 days for main updates and pre-registrations
– 4 weeks (occasions, crossovers)
– limitless (presents)
31 days most
Normal comparability of Google Play LiveOps and App Retailer’s In-app occasions

Finest practices for LiveOps occasions

Though the LiveOps function is comparatively new to Google Play, it is smart to incorporate it in your advertising technique and make it an essential a part of your app advertising.

Listed here are among the greatest practices we recommend for LiveOps occasions.

Combine LiveOps with the advertising calendar and advertising occasions

LiveOps function is ideal for complementing your conventional advertising campaigns and efforts. In case your on-line enterprise is up for a giant replace and runs particular presents and occasions, LiveOps will be an extra channel the place you’ll be able to talk all that and get extra publicity. So test if LiveOps can prolong your advertising actions with LiveOps.

Test opponents

In case you are uncertain how one can arrange LiveOps, you’ll be able to all the time test what your opponents are doing. There isn’t any must over-engineer this step – merely take a fast have a look at your opponents’ retailer listings, and in the event that they run LiveOps, test how they’re doing it. Or have a look at related apps and attempt to perceive how they strategy it.

Implement the expertise from Apple’s In-app occasions

Apple launched In-app occasions earlier than LiveOps with iOS 15. In case you are additionally engaged on Apple’s App Retailer optimization, attempt to perceive the most effective practices from the App Retailer. For example, search for apps that use In-app occasions and attempt to perceive which messages iOS apps talk by means of In-app occasions. This isn’t the identical viewers as Google Play, however you’ll be able to nonetheless implement the basic rules.

Monitor efficiency and enhance

LiveOps occasions have devoted metrics to test your success with it. Such as you monitor analytics from different channels, you could give attention to some important metrics for LiveOps:

  • Viewers – counts solely playing cards the place Open, Replace or Set up buttons are displayed.
  • Converters – customers who click on on the occasion’s Open, Replace, or Set up button
  • Conversion fee – The share of converters in contrast with whole viewers

Experiment with totally different presents

You may not have a whole lot of success with each LiveOps occasion. However that does not imply you need to cease utilizing it. Attempt to take a look at and experiment with totally different presents to search out the one which works and brings you the most effective outcomes.

Take a look at creatives

One of the crucial important issues with app retailer optimization is app creatives testing. So, identical to you’d take a look at app screenshots and graphics, you need to apply the identical strategy to LiveOps. Combine totally different creatives and test their efficiency – they will closely affect your conversion fee from viewers to converters.

Be particular about what you supply and why

Lastly, be particular about your supply or occasion. In case you are offering reductions for sure items and for a restricted time solely, be sure to speak it clearly in order that the occasion viewers shortly perceive what it’s all about.