Google to embed mobile game demos in search results - MCV

Google to embed mobile game demos in search results

Platform holder to highlight titles made by smaller studios through Google Play Indie Corner initiative
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Players searching for a new mobile game on Google will now be able to instantly jump in and get a taste.

Search Trial Run Ads will allow ads for Android titles to appear within search results on Google with a ‘Try Now’ button. Tapping will launch a streamed version of the game, which will last for up to 10 minutes.

The launch follows the introduction of Trial Run Ads, which provide users browsing the Google Play store with a timed demo of a game, in December.

The announcement was one of several made by Google during its Developer Day event at GDC.

The tech giant also unveiled Indie Corner, a area of the Google Play store dedicated to showcasing titles by smaller studios.

It is also expanding its Player Analytics tool with game parameters management functionality and the ability to integrate video recording into an app with a new API, as well as predictive analytics to forecast how much particularly types of player will spend in-game over 30 days.

Other additions made to Google’s advertising toolset include support for portrait video ads and active user targeting, allowing devs to home in on players who sink more than 30 minutes into games and have played in the last 30 days.

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