Adjust Integrates Google Play Games on PC, Unlocking Cross-Device Marketing Opportunities For App Developers

Rhea-AI Summary

Adjust integrates Play Install Referrer API with Google Play Games on PC, revolutionizing cross-platform game distribution and measurement.

Positive

• Adjust's integration with Google Play Games on PC marks a significant milestone in empowering gaming app developers, marketers, and studios.
• The addition of Google's Play Install Referrer API enhances PC | console measurement, attributing installs to PC campaigns directly.
• The integration simplifies the understanding of user acquisition channels from the Google Play store for app developers.
• Cross-platform game development and measurement are made easier with Adjust's new integration, providing a valuable tool for marketers.
• 71% of US respondents show interest in downloading or purchasing mobile games if offered as PC or console games, highlighting the demand for cross-platform gaming.
• The integration offers growth opportunities for gaming app developers, marketers, and studios by enabling seamless gaming across platforms and effective cross-platform measurement.
• Adjust's PC | Console measurement solution allows marketers to reach users on various platforms, optimize ROI, and explore new channels effectively.

Negative

• None.

Market Research Analyst

The integration of Adjust with Google's Play Install Referrer API is a strategic move that taps into the burgeoning cross-play gaming market. By providing a means to accurately track user acquisition across platforms, Adjust is addressing a key pain point for marketers in the gaming industry. This tool allows for a more granular understanding of marketing campaign effectiveness, particularly in terms of user attribution from PC campaigns. The ability to measure cross-platform success is crucial in an industry where players increasingly expect a seamless gaming experience across devices.

From a market perspective, this integration could potentially shift advertising dollars towards platforms that were previously harder to track, such as PC gaming. The data gleaned from Adjust's tool will enable marketers to allocate resources more efficiently, potentially leading to increased investment in cross-platform game development. This could drive further growth in the cross-play segment, which is already expanding, as indicated by the survey citing 71% of US respondents' willingness to engage with mobile games on PC or console.

Financial Analyst

The announcement by Adjust may have a positive impact on the financial performance of gaming app developers and marketing agencies. By leveraging Adjust's enhanced measurement capabilities, these entities can optimize their marketing strategies to improve user acquisition and retention, leading to potentially higher revenues. The focus on ROI is particularly noteworthy, as it underscores the importance of data-driven decision-making in maximizing marketing budgets.

For investors in the gaming and ad tech sectors, Adjust's integration signals a commitment to innovation and may be indicative of the company's growth trajectory. It is also reflective of the larger trend of consolidation within the gaming industry, where companies are looking to provide end-to-end solutions that encompass development, distribution and analytics. This could make Adjust an attractive partner or acquisition target, as the industry continues to evolve.

Gaming Industry Analyst

The integration of Adjust with Google Play Games on PC represents a significant advancement in cross-platform analytics. The gaming industry has long struggled with the challenge of tracking and attributing user engagement across different devices. Adjust's solution not only simplifies this process but also enhances the ability of developers and marketers to understand and improve the lifetime value (LTV) of their users, irrespective of the platform.

With the cross-platform gaming trend gaining momentum, developers that can effectively measure and optimize their user acquisition strategies stand to benefit significantly. The ability to attribute installs to specific PC campaigns will allow for more targeted marketing efforts and could lead to a competitive advantage in the crowded gaming market. Moreover, the emphasis on LTV monitoring is critical, as it aligns with the industry's move towards a more sustainable, long-term focus on profitability rather than just user growth.

Addition of Play Install Referrer API makes it easier to distribute and measure cross-play games

SAN FRANCISCO, March 12, 2024 /PRNewswire/ -- Leading measurement and analytics company Adjust today announced a first-of-its-kind integration with Google Play Games on PC, marking a significant milestone in empowering gaming app developers, marketers and studios to seamlessly distribute and measure their marketing campaigns across a diverse range of platforms. Adjust is enhancing PC | console measurement with the addition of Google's Play Install Referrer API to directly attribute installs to PC campaigns. This integration helps app developers understand which channels deliver the most users to their apps from the Google Play store.

Developing and measuring the success of a cross-platform game has historically been challenging and resource-intensive. Google Play Games on PC enables Android game developers to publish their Android apps on the desktop web, providing immersive and seamless crossplay. Adjust's new integration now provides a highly sought-after measurement tool for marketers.

"The ascension of cross-device gaming — both the demand for it among players and its electrifying potential as a user acquisition channel — provides a massive opportunity for mobile gaming app developers," said Gijsbert Pols, Ph.D., Director of Connected TV and New Channels at Adjust. "By taking advantage of Adjust's Android SDK integration with Google's Play Install Referrer API, developers can adjust their marketing tactics to broaden their apps' reach."

A recent survey revealed that a significant 71% of respondents in the US would download or purchase their favorite mobile game if it was offered as a PC or console game. This underscores the growing appetite among gamers for cross-platform gaming options, driving Adjust's commitment to delivering innovative and accessible solutions.

The direct integration of the Play Install Referrer API for Google Play Games on PC with Adjust unlocks numerous growth opportunities for gaming app developers, marketers and studios, offering seamless gaming across platforms and effective cross-platform measurement to drive ROI.

Adjust's robust PC | Console measurement solution unlocks cross-platform measurement for marketers, enabling them to reach users wherever they play and to scale their games effectively. By understanding the impact of marketing initiatives on PC and console, marketers can maximize budgets, explore new channels and optimize ROI.

"In a time when consumers engage with ads and cross-play our games on PC and mobile, we were looking for an attribution provider that goes across the board," said Robert Zhao, analytics and marketing, at Take Two Interactive Software, Inc. "Adjust's multi-platform measurement, superior reporting and innovative measurement tools for Google Play Games on PC allow us to streamline our campaign management and precisely monitor LTV for our games, irrespective of the platform."

About Adjust
Adjust, an AppLovin (NASDAQ: APP) company, is trusted by marketers around the world to measure and grow their apps across platforms, from mobile to CTV and beyond. Adjust works with companies at every stage of the app marketing journey, from fast-growing digital brands to brick-and-mortar companies launching their first apps. Adjust's powerful measurement and analytics provide visibility, insights and essential tools that drive better results.

Media Contact
Adjust
Joshua Grandy
pr@adjust.com

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SOURCE Adjust

How does Adjust's integration with Google Play Games on PC benefit gaming app developers?

Adjust's integration empowers gaming app developers, marketers, and studios by enhancing PC | console measurement and attributing installs to PC campaigns directly, simplifying the understanding of user acquisition channels.

What percentage of US respondents are interested in downloading or purchasing mobile games if offered as PC or console games?

71% of US respondents show interest in downloading or purchasing mobile games if offered as PC or console games, indicating a significant demand for cross-platform gaming.

What opportunities does the integration of Play Install Referrer API with Google Play Games on PC unlock?

The integration unlocks growth opportunities for gaming app developers, marketers, and studios by enabling seamless gaming across platforms and effective cross-platform measurement to drive ROI.

How does Adjust's PC | Console measurement solution benefit marketers?

Adjust's PC | Console measurement solution allows marketers to reach users on various platforms, optimize ROI, and explore new channels effectively, enhancing their marketing strategies.