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Google launches app campaign features to help mobile game developers grow their business

  • Posted byby Dean Takahashi
  • Updated
  • 3 min

Google is unveiling new advertising campaign features that will enable mobile game developers to grow their business. The new tools target everything from pre-launch registration campaigns to post-launch player retention, and the company plans to tout them next week at the Game Developers Conference in San Francisco.

Sissie Hsiao, vice president of product for mobile app advertising at Google, said in an interview with GamesBeat that the company is trying to increase the lifetime value (LTV) of players with five new features that hook players early and get them coming back.

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Written by

Dean Takahashi

Dean Takahashi is editorial director for GamesBeat. He has been a tech journalist since 1988, and he has covered games as a beat since 1996. He was lead writer for GamesBeat at VentureBeat from 2008 to April 2025. Prior to that, he wrote for the San Jose Mercury News, the Red Herring, the Wall Street Journal, the Los Angeles Times, and the Dallas Times-Herald. He is the author of two books, "Opening the Xbox" and "The Xbox 360 Uncloaked." He organizes the annual GamesBeat Next, GamesBeat Summit and GamesBeat Insider Series: Hollywood and Games conferences and is a frequent speaker at gaming and tech events. He lives in the San Francisco Bay Area.