Google has new plans to promote Android apps outside of the Play Store. This was announced at the Google I/O 2024 developer conference held last week, where the company aims to give developers a showcase to re-engage users with new apps as well as those already installed on their devices. He talked about his plans to get them involved. Present that content in a unique way. The company already has more than 35 development partners testing the new service, including Spotify, Pinterest, Tumblr, TikTok, and Shopify.
In a developer session at I/O, the company elaborated a bit more, saying the new SDK will help Google expand on its core mission of connecting the right audience with the right content at the right time. Developers who choose to integrate with the currently invite-only Engage SDK (so-called “Engage SDK”) will have a way to draw users back to their apps by showcasing interesting content, promotions and deals, the company said. said.
“This new surface automatically curates the best and most popular content from the apps users already have on their Android smartphones, enabling continuous cross-app journeys across nearly every app category. ” explained Mekka Okereke, GM of Google Play Apps. , during a developer briefing at I/O. “With a simple tap, users can launch a full-screen immersive experience that highlights and arranges the most important content from installed apps.”
When you think of a full-screen, immersive experience, you think of something like a TikTok feed, and while Google hasn't yet explained what exactly this new “surface” is, we understand that's not the case. Masu. I hear this will be exclusive to Android devices. This is another example of how the company is leveraging its ability to integrate with mobile OSes to build new experiences that benefit developers and consumers alike.
From this “Engage” surface, developers will be able to provide deep links that open specific pages within the mobile app.
Image credit: Google Image credit: Google
During its presentation, Google showed off what appeared to be a series of widgets that, when tapped, guided users to specific tasks within the app. For example, tapping on an image of sneakers may take an Android user to a page in the Shopping app where they can complete the purchase, and it may prompt the user to purchase the items they have saved in their cart. However, the sneakers were featured within a “surface” that also included other products available for purchase from various apps. In other words, rather than having widgets dedicated to a single app, the new surface seems to be able to group content from similar apps to encourage users to re-engage and complete their journeys.
Other companies like Reddit, Uber Eats, and Spotify also use Surface to help users read and upvote posts, join playlists, place orders, and more in relation to those apps. It may allow you to return to certain experiences.
Spotify says it's still in the process of building the experience and deciding how to use the SDK. However, we did mention that we plan to use the Engage SDK on all Android devices.
As Okereke explained, developers will be able to take users back to their entertainment products and browsing sessions, change the order of their favorites, and engage with other app experiences.
Tumblr, for example, says it's working with Google to provide users with more content about the things they already like. “Google's Engage SDK is a great fit for Tumblr because our community is undeniably unique in the way we express ourselves. Tumblr's 'yes and' culture spawns great internet memes and trends.” It creates a vibe,” said Tumblr COO Zandi Ring. “Being able to bring that culture to other spaces and bring those viewers back to his Tumblr is really interesting to us. The integration with Engage is a natural way to bridge the community. It’s like opening up a two-lane highway for him.”
Consumer-facing features aim not only to remind users of what they want to do within the app, but also to encourage action by offering deals. “We can introduce personalized recommendations and promotions to ensure users discover content they may have missed,” Okereke says.
Additionally, Surface will recommend apps that users don't yet have installed, using “compelling content” within those apps.
Image credit: Google
The developer preview of the Engage SDK started during I/O, but the consumer experience won't start until later this year. Engage SDK is a client-side integration using on-device APIs. Google says the developers who started the effort found it would take less than a week to get started.
Other top apps participating in Engage SDK testing include Audible, Shein, Dunkin, Wish, Blinklist, Wattpad, Nextdoor, iHeartRadio, Pandora, Rakuten Kobo, Temu, YouTube Music, Google Maps, and Chick-fil-A. , McDonald's, and Prime. Video, Reddit, YouTube, Uber Eats, etc.