Google is testing a new feature in the Play Store that could transform how users experience paid Android games. This initiative, which involves timed trials, allows users to try premium games before buying them, offering a 'try before you buy' experience.
Details of Timed Trials
In Play Store version 49.6.19-29, code references reveal a developer-opt-in feature that provides timed trials for full games. These trials would run when a user first launches the game and end after a set duration, letting users resume progress upon purchasing the game.
- The trials apply specifically to games, not general paid apps.
- Users would be limited to one trial per account, per game listing.
- Developers can choose trial lengths and restrict content as needed.
Implications for Developers and Users
Timed trials address challenges with premium games by increasing visibility and reducing purchase friction. By eliminating separate demo listings and preserving progress, these trials offer a smoother user experience.
This initiative might help premium games convert better against free-to-play titles, as consumer spending on mobile games topped $100 billion in 2023. The success of such trials depends on developer adoption and efficient implementation.
Integration with Existing Play Store Tools
The Play Store currently offers tools like Play Instant, Play Pass, and Play Games on PC. The new trial feature could seamlessly fill the gap between game discovery and purchase, similar to trial systems on other platforms.
Expectations are for initial trials to be limited to select premium titles, potentially expanding as Google evaluates the feature through server-side tests and regional pilots.
