Introducing the Google Play Games Level Up program

We’re evolving Google Play Games into an integrated experience centered on the player journey. Today, players have to jump between different platforms to discover, play, and socialize. Our goal is to connect these journeys to create the best gaming experience for players and grow your business. Games that offer seamless and rewarding experiences achieve higher engagement and growth on Play. That’s why we’re introducing Google Play Games Level Up, a new way we’re leveling up the player experience and unlocking greater success for your business.

The Level Up program is open to all games¹, including access to powerful tools and promotional opportunities. Games can stay enrolled in the program and maximize benefits by meeting the user experience guidelines by each program milestone, the first milestone date being July 2026. Let’s take a closer look at the benefits and guidelines of Google Play Games Level Up.

Program benefits to accelerate your growth

Games that are part of the Level Up program can access a suite of benefits to accelerate business growth. This includes a new space to engage with players, access to content tools in Play Console, and enhanced discovery opportunities through editorial surfaces on the Play Store.

Re-engage players on You tab. You tab² is a new personalized destination on the Play Store where players can view content and rewards from games they’ve recently played, all in one dedicated place. It’s designed to help you re-engage and retain players by showcasing your latest events, offers, and updates.

Games can feature their content on You tab using engagement tools in Play Console. You can drive player engagement through a rich store presence using promotional content, Play Points coupons, YouTube videos, and achievements, which all show up on your game detail page and You tab.

Clash of Clans is re-engaging players through You tab
Maximize your game’s reach. To make it easier for players to discover great games, we’re incorporating the user experience guidelines into our editorial criteria. Games that are part of the program will have the opportunity for prominent boosts across the store including featuring opportunities and Play Points boosters and quests. Titles that are part of the program will have more opportunities to be recommended through editorial surfaces across the store including the Games home and Play Points home.

Get more opportunities to be featured on editorial surfaces
Unlock deeper performance insights. Making the right decisions to grow your game requires a clear picture of your entire business. Next year, we’re introducing more advanced reporting in Play Console. You’ll be able to connect the dots from player acquisition to long-term engagement and monetization, giving you the holistic insights needed to optimize your growth strategy with confidence.

Guidelines built on great user experience

Games can stay enrolled in the program and access benefits by meeting the user experience guidelines. These guidelines are based on what players want: a seamless, rewarding experience everywhere they play. To deliver on this, we’ve established three core user experience guidelines:

Player continuity: Today’s players enjoy their games across multiple devices. They want to continue playing without missing a beat. Cloud save makes this possible, Cloud save makes this possible, while Play Games Services automatically syncs their sign-in credentials for a seamless experience.
We’re making this experience even better with Play Games Sidekick. The new in-game overlay gives players instant access to their rewards, offers, and achievements, driving higher engagement for your game. With AI-driven tips and advice, Sidekick helps players stay immersed in the games they love. Starting early next year, you can enable this experience by using a simple toggle in Play Console with a streamlined testing process.

Play Games Sidekick keeps players immersed in your game

Rewarding player journeys: Players love seeing the time and effort they invest in games be recognized and rewarded. By designing achievements that span the lifetime of the game—celebrating progression to discovering hidden surprises or even acknowledging failed attempts—you can make a player’s entire experience feel more engaging and valued. By implementing high quality achievements, you’ll become eligible for Play Points quests that reward players for completing each achievement and increase retention for your game.

DREDGE rewards player progression through achievements

Cross device gameplay: Players want the flexibility to enjoy their favorite games on any device. We’ve seen games optimized for multiple device types—from mobile to tablet to PC—drive higher player engagement and spend. To make these games even easier for players to find, we are launching new in-store discovery features later this year to prominently showcase titles with great cross device and input support.

You can give your players the flexibility to play how they want by adding keyboard and mouse support, as well as controller support—which also unlocks better gaming with attachable mobile controllers and Android XR. Google Play Games on PC makes it easier to bring your mobile game to a new audience with a streamlined distribution using Play Console.

User experience guidelines by each program milestone

Start exploring Google Play Games Level Up today

The Level Up program is rolling out in Play Console starting today. Player expectations and developer needs are always evolving. The Level Up program is designed to evolve with them which is why user experience guidelines and benefits may be updated over time. We’re committed to providing updates early so you can make informed decisions about the program.

Google Play Games Level Up is how we’re investing in your success and creating the best experience for players. We believe that by partnering to build amazing experiences, we can build a stronger ecosystem for everyone.

¹ Games in the Casino category, including social casino and real-money wagering titles, may have limited access to certain program benefits.
² You tab is available in countries where Google Play Points is offered. See the Play Points Help Center for details.

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