Mobile gaming has been a popular outlet for people to stay entertained while spending more time at home. A recent Google Play study of mobile gamers shows that 45% of existing players have discovered more games to play in the past year than the year before — and developers need the right tools and insights to capture this opportunity and drive sustainable growth. At the Google for Games Developer Summit, we’re announcing new solutions to help you unlock more growth and navigate privacy changes effectively.
Grow an active player base for your games
With more players in your game, keeping them active can help you capture more value. Last year we introduced App campaigns for engagement (ACe) in Google Ads to help you re-engage existing players. Soon, you’ll be able to use target return on ad spend (tROAS) bidding for ACe campaigns on Android. You can adjust bids dynamically based on the value each returning player is likely to create when they take in-game actions. This allows your ACe campaigns to maximize profitability by keeping your most valuable players loyal and active. This feature is currently available as a closed beta.
