Google unveiled a new initiative at the Google I/O 2024 Developer Conference to showcase Android apps outside of the Play Store. The goal is to re-engage users with their current apps and introduce them to new ones through a unique platform. Over 35 developer partners, including Spotify, Pinterest, Tumblr, and TikTok, are on board to test this new offering.
The new SDK, called Engage, aims to help Google fulfill its mission of connecting users with relevant content. By integrating with the invite-only Engage SDK, developers can bring users back to their apps by displaying attractive content, promotions, and offers. This new platform will automatically curate the most relevant and frequent content from users’ installed apps on their Android devices, facilitating seamless transitions between apps in various categories.
While details about the full-screen immersive experience are still vague, this new surface will be exclusive to Android devices, leveraging the company’s integration with its mobile operating system to enhance user experiences. Developers can use Engage to offer deep links that navigate users to specific pages within their apps.
During the presentation, Google showcased a series of interactive widgets that lead users to specific tasks in different apps. For instance, tapping on a widget for sneakers could direct users to a shopping app to complete a purchase within a curated surface that displays related products from other apps. This grouping of content from similar apps encourages users to re-engage and complete their journey.
Companies like Spotify, Reddit, and Uber Eats can use this platform to guide users back to specific experiences within their apps, such as browsing playlists, reading posts, or placing orders. Spotify plans to leverage the Engage SDK across all Android devices to enhance their user experience.
Tumblr intends to use Engage to provide users with more content aligned with their preferences, fostering community engagement. The consumer-facing feature not only reminds users of desired activities within an app but also prompts them to take action through personalized recommendations and promotions.
Moreover, Surface recommends apps that users haven’t installed yet based on engaging content from those apps. The consumer experience of the Engage SDK will be released later this year, building on the positive feedback from developers who found the integration process straightforward and efficient.
Top apps participating in the Engage SDK trial include Audible, Shein, Dunkin, and YouTube Music, among others. This initiative signifies Google’s commitment to enhancing app discovery and user engagement outside the Play Store while offering developers a valuable showcase platform.
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https://techcrunch.com/2024/05/20/google-launches-a-new-android-feature-to-drive-users-back-into-their-installed-apps/