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Google Play introduces premium subscription service



Google Play is preparing to launch a new subscription service, which will give users access to premium Android apps and all in-app purchases for a monthly fee. While the Play Pass service is still running, it may create future opportunities for app developers to reach new audiences when supported with App Store Optimization.

Play Pass

Play Pass is an upcoming
Google Play subscription service
. According to early
information
it will provide access to “hundreds of premium apps and games
without ads, download fee or in-app purchases ”for $ 5 / month. Screen
Show that it will support mobile games like "Stardew Valley" and "Marvel Pinball,"
along with apps like premium music players and exercise trackers.

While the idea of ​​subscription-based mobile gaming sounds like Apple's Arcade, there are some important differences. The first is that Play Pass provides access to more than just games, as it will include apps from a variety of categories.

In addition, it has apps already available in the store, instead of Apple Arcade's new game designed specifically for subscription service. In other words, developers can continue to sell their apps on the Play Store as normal or make them available as part of Play Pass.

What developers should consider

While Google has confirmed that it is testing Play Pass
service, it is not yet known when to go live. Developers have time
weigh the options and conduct market research.

Since Android users tend to spend less overall than iOS users, both subscription purchases and paid apps can generally encourage users to install an app. If users avoided an app because of the cost, you might want to to get it if they can do it without having to spend on purchases or micro-transactions. At the same time, if an app is making a big profit on microtransactions, developers will want to weigh the potential gains or losses of users accessing everything for a subscription fee.

In addition, further studies will be needed to see the effect
The Start Pass launch has an app optimization.

Play Pass and ASO

As Play Pass becomes available, developers will want to take into account how it affects competitor apps' keyword and category rankings. These changes can affect a developer’s decisions about Play Pass and how their apps are optimized.

It is possible that apps available through Play Pass may reach a new audience. Users can subscribe to Play Pass and search for other apps they can get with it, even if they previously avoided paid apps. In such cases, developers will want to call out all the features that users with Play Pass can access without paying extra, such as premium content and purchased items.

However, it can also vary by app type ̵

1; fitness users apps can have very different app subscription habits than mobile game users. Developers should run tests and research in their markets to determine the most effective strategy.

When Play Pass is launched, the App Store Optimization software can help identify the impact. If apps available through the subscription see an increase in keyword rankings due to Play Pass availability, ASO software can identify the increases and track the changes to see if they last.

Being available through Play Pass alone does not guarantee an increase in downloads, but apps can use their creative sets and descriptions to emphasize the benefits of subscribing. This will also require competitor research and analysis with App Store Optimization software. ASO software can help developers see what creative sets competitors are using or have used to identify what they're testing.

Developers will need to run Google Play experiments to find out if calling out Play Pass can lead to higher conversions; this needs to be tested and measured after Play Pass launches.

Investigating competitor trends and changes is important to creating an effective App Store Optimization strategy. Play Pass may shake up how certain premium apps are ranked and converted, but ASO software can help optimize an app whether the developer decides to make it available through Play Pass or not.

Want to know more about App Store Optimization?
Contact
Rubber Cube and
we help you get started with your strategy.


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