TRAFFIC
ANDROID LIFE: PREPARING FOR THE GOOGLE PLAY STORE
Real-money gambling and betting apps will soon feature in Google’ s Play Store after the internet and advertising giant recently informed operators it was opening the application process. Stephen Kenwright of Branded3 provides some advice on how to prepare for life in the Android app marketplace.
GOOGLE IS FINALLY FOLLOWING APPLE and allowing gambling and betting apps into its Play Store.
Until now, Android users wanting to play for real-money have been made to download apps directly from the operators’ websites, restricting the potential audience for the apps and making it difficult for developers to push out updates, as well as potentially putting players at risk.
Google has informed gaming businesses
Figure 1: Sources of awareness of smartphone apps
Figure 2: Important factors in deciding to download an app
that the Play Store will be accepting applications to list gambling apps from the United Kingdom, Republic of Ireland and France.
This is a huge step for the industry. According to Apple, over 65 % of downloads in the App Store are driven by organic search, but the figure for Google Play is higher at 80 %. Igaming apps are about to become much more visible( see Figure 1).
So how should app developers prepare for life in Android’ s app store? Here’ s a checklist for when you’ re uploading your first app: 1. Are you able to monitor your app in Google Search Console and Google Analytics?
2. Have relevant keywords been identified for the app?
3. Has the app title been optimised for iOS and / or Android? 4. Is the app listed in relevant categories? 5. Does the description engage your users, and contain relevant keywords? 6. Are calls to action positioned above the‘ read more’ break? 7. Is the app icon consistent with other branding? 8. Does the app listing contain a video, displaying content and functionality?
9. Does the app listing contain screenshots, showcasing functionality and content?
10. Is a launch strategy in place to drive consistent download numbers during the first three months of the app being live?
11. Does this strategy include linking to listings from third-party sites?
12. Is resource in place to address comments and negative feedback on the app listing?
13. Is a product roadmap in place to manage future updates and feature releases?
8 iGB Affiliate Issue 64 AUG / SEP 2017