Instant Apps are extending to games on the Google Play Store. The new schtick is called “Google Play Instant,” and it works similarly with Instant Apps in that it lets users try a game before they go ahead and download the full thing.
Essentially, they’re somewhat similar to video game demos that gamers already find on other dedicated gaming platforms, but the thing with Google Play instant is that it works fast and doesn’t require any downloads whatsoever.
Select Android users can already try a handful of games in then Google Play Store that load up the full experience without costing precious storage space. Among these are Clash Royale, Bubble Witch 3 Saga, and even Solitaire. Engadget mentions that while it takes a few seconds to get them to work, Google Play Instant experiences happen quickly and without any major delays, or at least that’s the case on Wi-Fi.
Google Play product manager Jonathan Karmel said the purpose behind making games work with Instant Apps technology is for there to be less friction. Google wants to get users right into the game, it seems. With Google Play Instant, compatible titles have a “Try Now” button on their Play Store page. Of course, this means that users are only able to access and experience a portion of the full game, but sometimes that’s enough to decide whether it’s their cup of tea or not. The good news is that it’s working.
“Users who have historically abandoned instead of installing a game are instead trying the game out and then installing,” said Karmel, while citing a game that’s gotten “25 percent more clicks on store listing pages and more than 30 percent of users install the game from the instant experience.”
Google Play Instant Beta
Google Play instant is still in beta. The company is only working with eight partners for now, though Google eventually wants to partner with more developers and allow them to use the technology for their own apps. More importantly, Google Play Instant will roll out much faster than Instant Apps, which took a full year to be available to developers since its announcement. Karmel said availability will come in a few months.
“Google Play Instant experiences will be available in the Google Play Store, the Google Play Games app, or wherever game links are shared.”
Check out Google’s Instant Gameplay Collection on Google Play. If you have any thoughts on Google Play Instant, feel free to sound them off in the comments section below!