Google updated and expanded its Play Store policy on game loyalty programs to help developers better understand permitted practices, months after the confusion over driving sparked some reaction in India, the largest Android market. users.
The company said Thursday that it now specifies a guide to gamified loyalty programs that rely on a qualifying monetary transaction in an app and offer cash rewards or other equivalent real-money benefits.
Dozens of apps run gamified loyalty programs in their apps to appease and win over users. Last year, the company sent communications to several Indian startups including Paytm, Zomato and Swiggy whose in-app gamification techniques, the company said at the time, resembled gambling. Google had asked companies to withdraw from engaging in such gamification techniques. The new policy covers developers around the world, the company said.
"App developers in India are actively creating uniquely Indian features and services. One example is the use of mini games, quizzes and other gamification techniques to delight users and convert them into loyal customers. These experiences are often launched at major festivals. and sporting events, and getting them in the right time frame is critically important, "Suzanne Frey, Vice President, Product, Android Security and Privacy, wrote in a blog post.
The company does not yet allow real gambling apps in India, but said developers globally will now have more clarity on the rules so they can inform their strategies.
"This is one of the things we discussed when we spoke with several startup CEOs in India and around the world over the past few months. And, as part of the first 2021 policy update, we're clarifying and simplifying policies on loyalty programs and features, "Frey wrote.
A Google spokesperson told ProWellTech that the company will outline the full guidelines later today.
As part of the update, the company said it is also launching How Google Play Works, a repository of useful information and best practices to help developers. "It also contains India-specific details on programs that local developers can leverage to find success and scale. For users, this site helps demystify key aspects of the Google Play platform and explains how user safety and security remain at the heart of everything we do, "Frey wrote.
In a virtual event Thursday, Sameer Samat, VP of Android and Google's Google Play, said that today's update is the first of many the company plans to release this year and is committed to hearing more feedback from the industry.
Learn more about upcoming smartphones from Google and Jio Platform
In a wide-ranging discussion at the event organized by the TiE startup network, Samat also talked about the efforts Google is making to bring Android smartphones to more people in India. Last year, Google announced a $ 4.5 billion investment in Indian telecom operator Jio Platforms. As part of the partnership, the two companies have stated that they will work on low-cost Android smartphones.
"Although India is the fastest growing smartphone market in the world, there is a lack of devices with a price range that prevents a number of consumers from buying," he said. "We have optimized Android for entry level devices with Android Go. The point of that project is to allow Android to run on entry level hardware which will hopefully lower the price. There are more than 100 million Android Go smartphones on the market today, but we must go further. "
Samat said the company is looking to bring the range of services offered by high-end smartphones to the "entry-level" phones it is building with Jio platforms. "Cheaper phones can't mean lower quality phones." He suggested that these phones will have a different user interface that directly targets users who have not previously used a smartphone.
This is an evolving story. More to follow ...
