Engage gamers with timely, regional promotional content
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Essentials
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Learning
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Programs
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Play Console
Test
Release
Grow
Quality
Monetize
Manage
This is the second of a two-part series of case studies focused on using localized promotional content to increase users. Learn about app-specific recommendations in part 1.
Promotional content is a great way to boost awareness of your in-game events, offers, and major updates to targeted user groups and countries across the Play Store. It’s a simple and effective way to improve engagement, monetization, and the lifetime value of your users.
What is promotional content?
Promotional content are self-serve merchandising units on Google Play that feature new and newsworthy content like special offers, limited-time events, new content, and major updates.
These events can help you engage users both inside and outside of your app, driving them to open or reinstall your app or to take advantage of a discount or special deal. On average, developers who use promotional content see a median increase of 25% for apps and 40% increase for games.
Investing in building & maintaining high quality apps & games and producing high quality content helps make you eligible for featuring opportunities across the Store.
Localize your promotional content for a regional audience
Because Play’s mission is to provide the right piece of promotional content to the right user at the right time, not every user will see the same events. This makes it a powerful tool for regional engagement. For example, featuring events tied to local holidays, new localized content, or regional competitions helps accurately showcase your app or game’s features and communicate what’s great about them in ways that are relevant to users in specific regions.
Here are a few examples of how the developers in our beta program have used promotional content to achieve their regional goals:
Erabit Studios (SEA) increased overall installs by 3300%
Erabit Studios is an indie game publisher and developer based in Singapore, specializing in cross-platform publishing. Using promotional content, Erabit expanded its reach to a wider and more engaged audience, driving a 3300% increase in overall installs on Android, a 300% increase in monthly active users, and a 35% 30-day increase in lifetime value growth.
Kooapps Games (SEA) increased store listing visitors by 220%
Since 2008, Kooapps Games have generated over 400M downloads by focusing on simple, easy-to-learn mechanics that appeal to all users. Leveraging promotional content, the team designed and published eye-catching live event cards that highlighted unique monthly live events in their game Stacky Bird. These cards gave Kooapps the opportunity to showcase new and exciting content releases, including limited-time skins and user rewards. The detailed analytics in Google Play Console helped the team test and optimize their text and imagery to find the most effective content, leading to a 220% increase in store listing visitors.
Jetpack Joyride (AUNZ) sees 200% storewide uplift
After two years of declining installs, Jetpack Joyride used promotional content to reinvigorate their player base and achieve near-all-time high install numbers. Every time they run a high- or very high-priority event, they see a 150-200% uplift in storewide and Explore acquisitions during the featuring window.
Conclusion
Ready to try promotional content for yourself? Try these best practices to engage your player base:
- Showcase new content releases, like limited-time offers, skins, loot, or rewards
- Promote special live events with game-branded graphics
- Optimize your text and imagery by reviewing your analytics in Play Console
- Use your quarterly high- and very high-priority events to promote your most important events
Learn more about promotional content, or take our free, on-demand play Academy-course for best practices and more.
To learn how promotional content has helped apps in this region, check out our other blog post in this series.