The search giant decided to help developers with audience engagement. Google has announced the launch of a loyalty program in the United States. It’s called Google Play Points.
The program awards users with special points for every dollar spent on Google Play (whether it’s about purchasing games, subscribing or IAP), as well as for downloading certain games and applications.
Then the points received (here they are called Play Points) can be exchanged by users for an IAP, or for a discount when buying an item in the game. Also, the points are converted to Google Play Credit or they can be spent on charity.
It is possible to convert points into a micropayment (or a discount for it) only in a limited number of programs. There is no complete list with similar applications, but Google reports that Candy Crush, Homescapes and Lords Mobile already support such functionality.
The loyalty program has four levels (from bronze to platinum). The higher the user’s level, the more points he gets from each dollar spent. Plus, various weekly gifts are given at high levels. The owner of “Platinum” also receives premium support.
The levels are directly linked to the amount of money spent on Google Play. For example, to switch to “Silver”, the player must “lower” $150 in the store, and to get the “gold” status, the amount must already exceed the $600 mark.
Loyalty Program Levels
Previously, Google Play Points was launched in Japan and South Korea.
Google claims that the release was successful in these countries. There, the loyalty program is “used by millions of people,” and local developers are “very satisfied with the results obtained.”
The company has not announced whether it plans to deploy Google Play Points in other regions.
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