Google for Games on the latest global opportunities for mobile game developers at the GamesBeat Summit

Google for Games on the latest global opportunities for mobile game developers at the GamesBeat Summ ...

Global gaming experience has increased by three billion monthly employees, bringing a worldwide audience more keen for gaming content than previously.

You have these global corporations constantly strewn new billion-dollar businesses, said Greg Hartrell, the product director for Android and Google Play, during his panel at Google for Games. I admire developers like Garena in Singapore, Moonton, and Com2uS, who have embraced the dimension of the ecosystem, and are being more attentive about their offerings throughout the world, from their content to their pricing, to the way that [they] reach the entire world of addressable devices.

During their conversations, Hartrell and Dean Takahashi, the lead writer at GamesBeat, talked about the global mobile game market, what developers need to do to be successful, and more.

Why has the global market opportunity grown?

Three major changes in the mobile gaming world, including in genres, devices, and advertisements, have made the developers even more viable. Firstly, there's no such thing as an average user in an ecosystem of a different sized size, which is a far cry from the traditional gaming audience, from which all gamer bro cliches were created.

We were going to be making games for 18-35-year-old males who wanted to punch each other in the face or shoot each other in the face, Hartwell said. And what mobile really did is it blow open the notion that you'd get all of these different types of games.

Developers now have a whole new platform to offer their game, especially in geos, where smartphone penetration has new gamers online in greater numbers than ever. Tools such as the Android game development kit make optimizing more efficient than ever.

Finally, developers have been able to become more advanced in terms of incorporating ads into the gameplay, incorporating formats like rewards, which users are welcome when they perceive value in exchange for eyeballs.

Hartrell said the company is learning how to increase their audience in a useful manner and to boost their income.

How the games' launch has changed

In their journey to launch on mobile, keeping users and acquiring them can be very costly. Successful developers have found several strategies to address this problem.

The first, explained Hartrell, is being aggressive about white-labeling their prototypes: They create a skunkworks or labs account where they can anonymously test prototypes at scale, and they ask the appropriate questions: When we receive this prototype out to real users, do they find it exciting? Do the metrics show they're engaging? And then they'll kill anything that doesn't appear to have legs.

If you're targeting the United States, dark launching is also very important, or maybe you're considering and starting in adjacent areas that look like your growth goals. A classic example might be launching in Canada if you're targeting Indonesia, or launching in Indonesia if you're interested in southeast Asia.

Before you consider monetizing, there's always keeping an eye on the engagement. You must make sure the users love what you're giving them, and that you can iterate on that, before you can decide on your monetization strategy.

For mobile gamers, preregistration is more important than ever the digital version of asking your local GameStop to submit you down for a copy of the next up-and-coming release. For mobile, preregistration is in a hot flash before a launch.

"You build that nucleus that is available day one, and you get critical mass along all of your other go-to-market activities, just on the back of people who enjoy the behind-the-scenes content, the journey to that launch, and the hype cycle," Hartrell said.

How to Create Community Based Business and Live ops

Developers have the opportunity to build a diverse community around their games, which is not just about to launch and on to the next, but also as a live service as part of the design.

Trailmix, a new studio, has brought "Love and Pies" to market for more, including weekly, monthly, quarterly, and seasonal events. In tandem with game updates, they have created a weekly, monthly, quarterly, and seasonal events. They also recognize that they need, effectively, a production team, who keeps returning the content, and that there's someone behind the scenes who loves the game as much as the audience does.

If youre looking for mobile and moving towards becoming more active in today's society, its really your secret weapon for success in the long run, Hartrell says.

Cross-platform publishing is a must.

Google for Game's user reviews found that, particularly in mature markets, upwards of 60% to 70% of mobile users desire to play those games on other screens. And with Chrome OS becoming the world's second most widely used operating system, the Android games that have been emulated on Chromebooks have increased game engagement 50% year over year.

Thats changed the equation, where how do you tap into a set of people who arrive at night and perhaps want to sit in front of a larger screen? Hartrell added. Maybe they want to sit in front of a laptop and multitask. Maybe Im on the go or on my couch and I want to play with a mobile device. There is a disadvantage there. You must invest in additional platforms.

The company was launched in January, which allows developers, with very little engineering experience, to reach a desktop and laptop audience. Users may choose between the modality of different screens and enjoy the Play Library and Play Points. Mobile developers don't have to spin up another platform team to port games over to the PC, and it takes less than a handful of weeks.

Because of the fact that the gamer ecosystem is vast, and because there is no such thing as an average user, it is important to look beyond smartphones. Cross-platform becomes especially important when you enter mature markets.

"If you're designing a new game, you want to think about how you get on to, at least, tablets and laptops, if not desktops," Hartrell said. "If you think about it in advance, even if you don't intend to immediately launch on larger screens, it at least gives you the option later."

Players want a seamless change in modality, according to Google research in Korea. Players of idle games and MMORPGs are constantly on utilizing their mobile at school or work, then keeping their games going alongside them on tablets or PCs at home, and constantly engaging with their community.

"I encourage you, even if you're not looking at the world's APAC and southeast Asia, there's a phenomenal amount of innovation there, as well as different kinds of gameplay behavior that I don't think we have ever encountered in western markets," he said. "Thinking cross-platform is a big advantage."

Watch the whole conversation, watch the. And, to learn more about Google Play Games for PC, go to, where you'll find tool sets, case studies, and more.

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