Google has redesigned its Google Play Games app and added a new Google Play instant feature on Android devices that allows marketers to test their games without users having to download them first.

“With Google Play Instant, you can simply touch and try a game without having to download it first,” says Google in an ad on the Google Keyword Blog.

Google claims that Google Play Instant will be available in the Play Store, the Google Play Games app “or wherever the game links are shared”, but only for a handful of games to start. More games will be available in Google Play Instant later this year.

google play instant enables application marketers to offer free game trials on android devices - Google Play Instant Enables Application Marketers to Offer Free Game Trials on Android Devices

As part of the redesign, the Google Play Games app also receives an “Arcade” tab where it will display video game trailers, news, and YouTube videos. “You can check game trailers or use tags like” New “or” Action “to find a particular type of game,” says Google.

Google reports that the number of Android users who have installed a game has more than doubled in the past year.

Last week, Google ran several ad-related ads for game developers, including a new video ad block in the Google Play Games tab.


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Amy Gesenhues is the general reporter for Third Door Media, covering the latest news and updates for land and search engine marketing. From 2009 to 2012, she was an award-winning columnist for a number of dailies in New York, Texas. With over ten years of experience in marketing management, she has contributed to a variety of traditional and online publications, including MarketingProfs.com, SoftwareCEO.com, and Sales and Marketing Management Magazine. Read more articles from Amy.

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