Game Developers Conference in San Francisco brought interesting innovations presented by Google. New tools for Android allows, among others, to create a mobile ad in the form of… small games. This is not a new idea. With playable forms of advertising already experimented companies that offers streaming of applications, but under wings of Google this idea may come to the wider water, because this company has a powerful backstage in the form of Android and ads networks AdWords and AdMob.

The new advertising format will appear in the coming months. Extended will be also known for gaming systems rewards users virtual trophies – in this case, the trophy will be granted de facto if users will be would look at advertising. From the platform AdWords, system will next be available in AdMob and next for universal campaigns.

Probably one of the first recipients of the new forms of advertising will be companies and institutions to promote their products and services by means of games. The problem of today’s mobile gaming remains the low coefficient of opening them after downloading – users downloads a game to the phone, then they do not play it. Playable advertising offer the opportunity for pulling the recipient in the game at the stage of promotion, encouraging open the application after installation.

Another novelty is the tool for adjust video advertising to the orientation in which the phone is held. Video ads in applications are displayed in a fixed position. When the player plays the game in portrait orientation and game displays advertising in landscape, there is a high probability that the player will not want to turn phone to better see what is on the screen and simply wait out advertising. Google intends to solve the problem of automatically creating different versions of an ad in different orientations, on the basis of the most important objects contained in it. In tests, clickthrough rate tailored to the current screen orientation was 20{d41b618703df981bccd9f19853b544bae974aad8b6c02549478ee583f0e141b3} higher than for ads maladjusted.

The last news from San Francisco are rebuilt analytical tools Firebase Analytics (analytics platform for mobile application) to track user involvement. The package will also be available as an SDK for C ++ and game engine Unity. Powerful tools allow you to track specific user behavior – time spent in the game, completions levels paths to move through menus, etc.