Google Play LiveOps is still not out of beta, but now registration was closed. We anticipate that Google will soon make the new feature available to all Play Store users, so now is an excellent time to learn more about it and how you can use it to grow your app.
What is Google Play LiveOps?
LiveOps cards are "self-service merchandising units in the Play Store that surface limited-time events, offers, and major updates for your app or game," according to Google. As Apple's In-App Events, Google Play allows you to promote your app's events, offers, and major updates to specific user groups across the Play Store. As a result, your users' engagement and monetization will improve, as will their lifetime value.
Live-ops are especially beneficial to mobile game developers. Updates can incentivize users to continue playing even after they have completed the game, in addition to fixing bugs and glitches within the app. Because of a better user experience and the ability to make data-driven changes to your app, mobile game live-ops can increase retention and engagement.
Live-ops are especially beneficial to mobile game developers. Updates can incentivize users to continue playing even after they have completed the game, in addition to fixing bugs and glitches within the app. Because of a better user experience and the ability to make data-driven changes to your app, mobile game live-ops can increase retention and engagement.
What kinds of content can be displayed on LiveOps?
Now that we've established what LiveOps is, let's discuss how and when they can be used in your in-app communications:
● Offers Any discounts, value-add bonuses, or rewards for in-app content.
● Tournaments, challenges, player vs. environment events, player vs. player events, or co-op/alliance events are examples of non-offer, time-limited events that can occur in your app or game (without an offer or reward).
● Major updates: Major updates that include new gameplay features, content drops, or major in-app products such as battle or season passes.
● Pre-registration announcements: Keep pre-registered users up to date on new content, instant app demos, milestone reward progress, and global release announcements.
Investigating your LiveOps campaign
So far, we've discussed what LiveOps is and when it should be used, as well as some technical considerations to keep in mind. Let's take a look at the various KPIs and metrics available for analyzing the outcomes of your LiveOps campaign.
Each LiveOps campaign will be accompanied by its report. This report contains information on the following KPIs:
●
Total number of unique viewers: The number of people who saw your event on Google Play.
●
Total unique converters: The number of distinct users who installed, updated, or launched your app as a result of a Google Play event.
●
The percentage of unique users who saw your event on Google Play and then installed, updated, or opened your app.
You can also view these KPIs as a breakdown of the following metrics:
●
Acquisitions: The number of users who downloaded your app from the event and did not already have it. Keep in mind that this metric includes both new and returning users. The report makes no distinction between these two user groups.
●
Opens The number of users who launched your app as a result of the event.
●
Updates: The number of users who upgraded to the most recent version of your app as a result of the event.
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Another important aspect of LiveOps reporting is that, similar to Apple's IAEs, you can view LiveOps performance by filtering countries. If you published LiveOps by selecting multiple countries, you only need to filter countries in the reporting section while evaluating their performance.
We've been experimenting with LiveOps for a while now, and the most important metric we've discovered is opened. This is also reflected in the results of our collaboration with Apple's IAEs. However, while acquisitions account for a small portion of overall results, LiveOps' acquisition share was three times that of Apple's IAEs.
Best Practices for LiveOps events
Although the LiveOps feature is new to Google Play, it makes sense to incorporate it into your marketing strategy and make it a key component of your app marketing.
Here are some best practices for LiveOps events that we recommend.
Examine your competitors
If you're not sure how to set up LiveOps, look at what your competitors are doing. There is no need to over-engineer this step; simply look at your competitors' store listings and, if they use LiveOps, look at how they do it. Or look at similar apps and try to figure out how they do it.
Use the experience gained from Apple's in-app events.
With iOS 15, Apple introduced In-app events before LiveOps. If you're also working on Apple's
App Store optimization, try to learn about the App Store's best practices. Look for apps that use In-app events, for example, and try to figure out what messages iOS apps communicate through In-app events. Although this is not the same audience as Google Play, the fundamental principles can still be applied.
Connect LiveOps to the marketing calendar and events.
LiveOps is ideal for supplementing traditional marketing campaigns and efforts. If your online business is undergoing a major overhaul and running special offers and events, LiveOps can be an additional channel through which you can communicate all of this and gain more exposure. So, see if LiveOps can help you extend your marketing activities.
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Creatives for testing
App creatives testing is one of the most important aspects of app store optimization. As a result, just as you would test app screenshots and graphics, you should do the same with LiveOps. Mix and test different creatives to see how they perform - they can significantly impact your conversion rate from viewers to converts.
Experiment with various offers.
You might not be as successful with every LiveOps event. However, this does not mean you should stop using it. Try testing and experimenting with various offers to find the one that works best for you.
Be specific about what you offer and why you offer it.
Finally, be as specific as possible about your offer or event. If you are offering discounts on specific goods for a limited time, make sure to communicate it clearly so that event attendees understand what it is all about.
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