Shared under Google NDA - Please do not copy or distribute.

Google Play Points Workshop

7 Dec, 2022
Google Play
Points Screenshot here

Play Points is a global scale Loyalty

program where users earn points and
rewards for all of their Google Play
purchases and select non-spend actions.

XXXM Users in 28 Countries

A points-based & tiered rewards program

● Users earn points for spending across the Play

Store
● 4 member level tiers with increasing user
benefits
● Developers provide discounts for redeemable
items & coupons
● Google funds all points!
How it works

Earn Play Points Choose Rewards Get Level Perks

Members can earn points by Choose from rewards like rare The program has 4 levels. Higher
making purchases on Play, by or exclusive items & levels get weekly prizes & better
trying featured apps & games, discounts, earn rates
and more Google Play Credit, and more
India is the newest addition to the already existing 28 Play
Points markets*

*Japan, Korea, US, Hong Kong, Taiwan, France, Germany, UK, Australia, Norway, Finland, Denmark, Sweden, Spain, Italy,
Greece, Saudi Arabia, UAE, Ireland, South Africa, Netherlands, Switzerland, New Zealand, Austria, Belgium, Portugal,
Israel, Indonesia.
Newly launched markets in 2022 : India, Mexico, Poland, Czech Republic, Chile*, Thailand* & Turkey* * slow ramp
Value to you
Google Play Points | Partner Benefits

Grow with Play Points

We invest in your success

Your success is our success
We grow together
Access to highly More revenue from
qualified users
Buyer retention Google Play
More opportunities to Keep your users as Expand basis,
access qualified users your users stimulate purchase
 Shared under Google NDA - Please do not copy or distribute.

1
Install Bonus

● Google Play launches Install Bonus point

promotion to Play Points partners.
● Nevers who successfully install a promoted app
will receive points reward
● Drives spend loyalty, revenue acceleration & new
Screenshot here
user acquisition
● Promoted via:
○ Loyalty Home ‘Earn’ tab
○ Notifications

User message "Get +5/10 points when you install [app]!

Offer ends [date]."
 Shared under Google NDA - Please do not copy or distribute.

2
Spend Promos : Points Multiplier & Booster Campaigns

● Available to all users* - Recommend to run

targeted
● Drives spend loyalty, revenue acceleration & re-
engagement
● Promoted via:
○ Loyalty Home ‘Earn’ tab
○ Notifications
○ LiveOps store featuring
○ Store Banners (during major campaigns only)
● Dates aligned during LiveOps to amplify visibility &
engagement

* Social casino games are not eligible for Single title multipliers
 Shared under Google NDA - Please do not copy or distribute.

2
Subscription Promos : Points Multiplier Campaigns

● Available to new users only (Acquisition)

● Drives spend loyalty, revenue acceleration & re-
engagement
● Promoted via:
○ Loyalty Home ‘Earn’ tab
○ Notifications
○ Store Banners (during major campaigns only)
● Dates aligned during LiveOps to amplify visibility &
engagement

User message "Get 5x points when you subscribe in

[app]! Offer ends [date]."
 3
In Store Marketing: Details Page, Earn Tab & Purchase Flow
Details page

Earn tab*

Purchase flow
*Targeting applies to
social casino titles
India Play Points Incentive Package
We are bringing together the best of Play’s commercial capabilities during the Google play points launch

What can we offer the partner? Play Initiatives What do we expect from Partner?
1.1 Participate with Offers - Add In-App Items
1 Getting a new pair of (technical integration) in the form of packs
1.
Earn sneakers
Opportunity to getas thetime
First winner
buyers in your title
a. Create in-app products and Play Points
a. of the Promo
Install marathon
: Install featured app and earn 10-20 points promotions.
2
2. Opportunity to engage with Inactive users b. Detect and deliver in-app products.
c. Test in-app products using promo codes.
a. Single title Boosters Promo: Promote Developer app on Play
Points tab for IN users :Your users can earn “2x-3x” loyalty
Use 2
1. Co marketing within Partner app for Google Play
points for every purchase within your app ( through play Points
billing).
b. Subscription Promos
33. Getting
In store a new pair of
Marketing
a.
sneakers as a birthday
Store Home featuring
gift or as a VIP gift
b. Play point Home featuring
OOAPs Integration
 Shared under Google NDA - Please do not copy or distribute.

Types of Exchange Content Offers for Users

Content type (i) In-App Item

Provide users an (exclusive) in-app item
Example for a discounted # of points

● Users exchange points for a single item in Play Points Home

How it works ● Award and communicate the item using standard out-of-app purchase (OOAP)

● Better user flow results in better engagement

Benefit(s) ● Drives user re-investment in your app
● Exchange is trackable in the Play Console

● Requires OOAP integration (depends on # of frames), but anywhere between 1 - 3 weeks

Considerations ● Need to decide items and register them on the Play Console

OOAP recommendation
● If provide in-app currency, then a Google Play Points discount is suggested to encourage the exchange.
Usually developers provide 3 to 4 in app currency deals with different points value, ranging from 100 points to
2000 points in APAC. Need for localised pricing given the Indian market dynamics
● Points value is recommended to align with average oder spend.
● Lowest value item is cheap enough for low spending users, and the highest value item is attractive enough for
high spending users

*Coupons not available for India Launch

 In-App item exchange flow (API Integration required)
Requires developer work

Step 1 Step 2 Step 3 Step 4 Step 5 Step 6

User in Play Points Home User selects item & User completes User is prompted to Now or anytime in future, Developer receives
“use” tab starts point exchange transaction & receives start game user opens game - their notice of item granted
item in library onResume calls the billing to user & awards them
API & catches the item their item

You got
100 Gems!

OK
Localized Points Offers for India
Best Practice - Utilize Localized Pricing : Using the same item being offered will results in very
high points value, unless the SKU value is localized and not simply converted
DON’T - Non Localized SKU Value
SKU Value Estimated Points Value
Country Discount Points Value
(local currency) (localized)
US USD1.99 199 50% 100 Using the same Item offered, it’s points value
BR BRL 10.78 1078 50% 540 will be 10x to 30x due to localized points value
IN Rs 169.18 3384 50% 1690 in the market. An 100 points Item in
Developed Markets will be adjusted to ~500
SKU Value Estimated Points Value
to ~1700 points
Country Discount Points Value
(local currency) (localized)
US USD10.00 1000 50% 500
BR BRL 54.17 5417 50% 2700
IN Rs 850.00 17000 50% 8500

DO - Localize SKU Value

Best Practice: Have a distinct Item for IN
SKU Value Estimated Points Value
Country Discount Points Value with localized pricing : Create micro-level
(local currency) (localized)
US USD 1.99 199 50% 100 SKUs or localize pricing based on local market
BR BRL 1.99 199 50% 100 value.
IN Rs 10.00 200 50% 100
US Points exchange Value : 1 pts = 0.01 USD
IN/BR/MX Points exchange Value : 1 pts = 0.001USD
Recommended item portfolio ( Emerging markets only)
We recommend 3 types of items to optimize program performance

Price range / Recommended #

Objective
Usage pattern item
Attract New Paying Users in games by:
Entry items ● Higher engagement 50~250 pts /
2~3
● Lowering barriers to entry Lowest in both

Volume zone for engaged spenders

Volume items ● Reasonable & approachable pricing 300~700 pts /
● Most consumed items 1~2
Highest # of transaction

High paying Provide meaningful content for Highest

users items 1000~3000 pts /
Paying/Most Loyal Users
Highest # of points 1
● Maximum discount (=value)
consumed
Total 4~6
Read the Onboarding Guide for full details on setup.
● Access the “In-App products” section in the Play Console to set up the item with an
undiscounted price
● Via Play Console, visit Monetize > Products > Play Points to create a Points Promotion
for an existing item
 Proprietary + Confidential

Thank You!
Requirements for item integration :QA testing
checklist
Proprietary + Confidential

Google QA
Verifying Play store exchange
Messaging and image is correct on spend tab
Flow works as expected
Correct value of points is removed from user
Verifying in-game UX when game is installed and running in background
Game UI alerts user to the content
Content is distinguishable from usual in game content
Game does not require more than one re-launch for user to get item
Verifying in-game UX when game is pre-installed and not running in background
Game UI alerts user to the content
Content is distinguishable from usual in game content
Game does not require more than one re-launch for user to get item
Verifying in-game UX when game is not pre-installed
Game UI alerts user to the content
Content is distinguishable from usual in game content
Game does not require more than one re-launch for user to get item
User ID (in-game)