Google Play Points is a rewards program that lets users earn points and rewards by engaging with the Play ecosystem. Developers are invited to create app-specific promotions, which users can exchange points for, accelerating user acquisition, engagement, and revenue. These promotions provide even greater rewards, increasing user retention and reinvestment of points within their app.
What is the Google Play Points reward program?
Users enrolled in the Google Play Points program earn points through purchases made on Google Play, including in-app items, movies, books (in selected countries), and subscriptions. They can also earn Play Points by downloading featured free apps and games. Weekly points events can boost their earning rates on movies, books (in selected countries) and selected games.
Play Points can be redeemed for special in-app items, discounted app-specific coupons, Google Play credit, or Donate on Play (in selected countries).
As users earn points, they can increase their level, which boosts their points-earning rate and gives them access to perks like weekly prizes.
What are developer-created promotions?
Developers can create Play Points promotions that users can redeem in exchange for points. Featured on the Use tab, these promotions increase app exposure, encourage users to re-invest their points, and typically lead to increased retention of monetized users.
There are two types of developer-created promotions:
- One-time product promotions: Points are exchanged for an in-game item. We recommend that this item is exclusive to Play Points users as an extra incentive to engage with the program, which will also make your app eligible for more rewarding Google-funded promotions. Create a one-time product promotion.
- Note: Play Points product promotions are available only for games in the Google Play Games Level Up+ program.
- Coupon promotions: Points are exchanged for a coupon that provides a discount on any purchase in your app or game above the value of the coupon. For example, a $2 coupon used on a $10 purchase would cost your users $8. Create a coupon promotion.
What are Google-funded promotions?
Google-funded Play Points promotions offer a joyful and gamified experience for users who earn rewards for completing a set of steps or actions. These promotions are featured on the Earn tab on the Store.
Examples of Google-funded promotions:
- Boost promotions: Google Play promotions that offer a higher earn rate of points for transactions. For example, "earn 5 points for every $1 spent."
- Quest promotions: Google Play promotions that offer a reward for completing a set of actions. For example, "complete these actions to earn 10 points."
- Install promotions: Google Play promotions that offer a reward for installing.
- Stamp card promotions: Google Play promotions that offer a reward after making a set number of purchases. For example, "complete 4 purchases over $1 to earn points."
There are two types of Google-funded promotions:
- Play-wide promotions: Applicable to any app in Google Play. For example, “earn 5 points for every $1 spent in any app”. There are typically a few dozen Play-wide promotions running in a 6-month period.
- App-specific promotions: Applies to your app only. For example, "earn 5 points for every $1 spent in Your App." These promotions significantly drive engagement and revenue within your app. Developers who create promotions qualify for more rewarding app-specific Google-funded promotions.