The Sensor Tower mobile analytics platform has studied the impact of features on downloads from the Google Play app store in the USA. According to the company, getting the game into the New + Updated store section for a week increased the number of downloads by 194%.
The Sensor Tower study lasted from April 2016 to April 2018. The company has identified the effect of two main features in Google Play: large banners (Hero Banner) and the New+ Updated section.
Sensor Tower evaluated downloads of games and applications for a week without a feature, and then compared them with weekly downloads already with a feature.
The effectiveness of features in Google Play: the week before and the week after the feature, Sensor Tower
The most powerful promotion was given to games that got into the New + section
Updated. The feature raised the average number of their downloads by 194%.
For non-gaming applications, the effectiveness of this feature for some reason turned out to be 19 times lower — with its help, mobile programs received a 10% increase in downloads over a week.
Large banners showed a stable result — this type of feature increased the number of downloads of games and applications by 106% in a week.
Who promotes games with the help of features on Google Play
According to Sensor Tower, the main users of the feature promotion of games in the Google store are large publishers, and Electronic Arts holds the palm in this area.
Top 15 publishers promoting games with features on Google Play, Sensor Tower
In two years, EA has received almost 100 features on Google Play: 48 large banners and 49 placements in the New + section
Updated. This is at least twice as much as any other publisher in the SuperData rating, where Rovio, Ubisoft, Kongregate, Nintendo and other companies are also present.
SuperData also noted that Google is more willing to give out features to large customers − 78% of publishers who received large banners already had more than 1 million downloads of their games and applications on the American Google Play.
Downloading applications from publishers who have received features in Google Play, Sensor TowerAlso on the topic:
Features in the new App Store increase game downloads to 450%