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Google Plays U.S. Store adds a rewards program with points for purchases, downloads & more

Google Play is incentivizing app usage and more with the launch of a new rewards program, Googe Play Points, that will allow you to earn points for everything you do on the Google Play marketplace from downloading new apps to subscribing to services to buying movies, books, and more. Users can redeem the points earned in the program for things like in-app purchases of characters, gems and other items in apps like Candy Crush or Pokemon Go, for example. Play Points can also be turned into Google Play Credit then put towards renting a movie or buy an audiobook, Google says.
The program had launched in Japan and South Korea, in September 2018 and April 2019, respectively. But this the first time its arriving in the U.S.
Its also been slightly tweaked in terms of point value and levels for its U.S. launch.
Google Plays U.S. Store adds a rewards program with points for purchases, downloads & more

The new U.S. program has four levels Bronze through Platinum. You move up as you earn more points. At the higher levels, youll also earn weekly prizes.
The point value begins at $1 USD for the Bronze level and goes up to $1 for 1.4 points at Platinum.
Special events may be hosted where youll have the opportunity to earn more points than usual. For example, for this kickoff week, everyone will earn 3x the usual Play Points on everything they buy.
In addition, users can donate their points to support a charitable cause, like Doctors Without Borders USA, Save the Children, or the World Food Program USA. These nonprofits will rotate over time.
Google Plays U.S. Store adds a rewards program with points for purchases, downloads & more

A program like this gives Google more control over its marketplace, as it can turn the dials to boost engagement by offering rewards to its users. Participating apps benefit because it can drive customers to their app, where theyll eventually spend more money over time.
Google is already familiar with how to incentivize users through gamification techniques it rewards Local Guides for contributing to Google Maps,for example, with nothing more than badges a handful of small perks.
The same goes for Play Points these rewards are relatively small in scale, but could create a much larger incentive, by comparison, to download, play, and purchase from Google Play. Theres also a longer-term goal of keeping users in the Android ecosystem by rewarding their loyalty with points that work like cash, in a sense.
Google Plays U.S. Store adds a rewards program with points for purchases, downloads & more

Google Play Points will be available over the next week. The program is free to join and theres no ongoing fee. To access Play Points, just go to the menu in the Play Store app and tap on Play Points.
Worldwide, Google Play has over 2 billion users in 190 countries, but those with a rewards program like this Japan, South Korea, and now the U.S. are Google Plays most lucrative markets. In fact, theyre No. 1 (U.S.), No. 2 (Japan), and No. 3 (South Korea), in terms of 2018 consumer spend on Google Play, according to data from App Annie.That makes them the most important markets for Google to target with rewards, in terms of boosting usage and spending.
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