There’s so much that goes into building a great mobile game, and building a thriving business on top of it -- that’s next level. That’s why today Google is announcing new solutions to increase the lifetime value of your players. Now, it’s easier than ever to create demand for your game, grow at scale, and re-engage your audience. Create demand One important part of ensuring a successful launch moment is to build brand awareness and connect with a fan-base right out of the gate. Now with pre-registration ads, you can promote the opportunity for players to register for your new titles before they’re officially released on Google Play. Players will receive a push notification in Play once the game is released. Pre-registration ads can be especially valuable for established game developers to help you connect with a fan base that already loves your game, and have strong intent to download and become valuable players in your game. Grow at scale At launch, your goal is to get as many installs as possible within your budget. Today we’re announcing Maximize conversions bidding for App campaigns -- just give us your budget and ad assets, and we’ll maximize your player base. Because the focus is on maximizing installs instead of meeting your target price, you can typically get a lower conversion price. All you have to do is set your goals and lean on App campaigns machine learning to handle the hard work of placing the right ad at the right time. Maximum conversions bidding for App campaigns is now available as a beta to select advertisers - so if you are interested please talk to your Google Account Manager to sign up. Re-engage your gamer Let's face it, 80% of all app users churn within 90 days1. One of the biggest opportunities you have to grow your business is to get those inactive players to come back and play again. Today, we’re introducing App campaigns for engagement in Google Ads to help players rediscover your game by engaging them with relevant ads across Google Search, YouTube, and over 3 million sites and apps. This campaign works with Google Analytics for Firebase as well as with our App attribution partners. With App campaigns for engagement, you can reconnect with players in many different ways such as encouraging lapsed players to complete the tutorial, introducing new features that have been added since a player’s last session, or getting someone to open the game for the first time on Android, which only Google can help with. Learn more about it here or talk to your Google account representative if you’re interested in trying it out. Posted by Jason Morse, Director of Product, App ads for engagement