Google Play adding support for native PC games, with new API enabling UA outside of mobile

Google is expanding its Google Play Games service by adding several important features. One of them is support for games built specifically for PC.

Odin Valhalla Rising

What is known about Google’s support for native PC games?

During the Google for Games Developer Summit, Google announced that users will be able to discover and play not only Android titles on Windows, but a “larger selection of games designed specifically for PC.”

At launch, there will be several titles available: Lineage 2M, Genshin Impact, Dragonheir: Silent Gods, and Odin: Valhalla Rising. This means Google Play Games for PC will primarily support free-to-play cross-platform titles, which have both mobile and native PC versions. But perhaps, the company will partner with more developers to bring some PC-only games to its platform in the future.

The Beta version of Google Play Games for PC launched in 2022, allowing users to play Android games on Windows PCs and laptops. The company has now announced that the platform includes over 3,000 titles available in over 140 countries.

Among them are top mobile titles like Clash of Clans and Garena Free Fire, and, according to Games on Google Play general manager Aurash Mahbood, “onboard developers are seeing up to 30% uplift in playtime” after making their games available on PC.

Google has now also expanded its Referrer API to support PC games. With integration of Adjust and AppsFlyer, developers will be able to manage their user acquisition campaigns and target PC audiences specifically.

Other new features coming to Google Play

  • Developers will be able to make discounts and provide free in-game items to Google Play Pass subscribers. Google mentioned some popular mobile titles like Roblox, Monopoly Go!, Mobile Legends: Bang Bang.

  • English language users will now see the latest YouTube videos of popular games on the Games tab and store listing page.

  • Through AdMob, the company will allow developers to make interactive in-game ads that “blend into the game world.” This means advertising can be placed on the loading screen or directly in the game level.
  • Google will also allow devs to manage ads for users that never made in-app purchases or didn’t receive push notifications in the past seven days.
  • There will also be a new feature allowing companies to create a database of users who have deleted their games.
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