Google has announced the launch of Google Play Games Level Up, a new initiative designed to enhance the player journey while providing developers with tools to drive engagement and growth. The program, now available through Play Console, aims to create a more connected and rewarding experience across devices, while helping studios reach new audiences and optimize performance.
New Tools and Benefits for Developers
The Level Up program is open to all games and offers a suite of benefits to support developers. Participating titles will gain access to enhanced discovery opportunities on the Play Store, a new You tab for player re-engagement, and advanced content tools in Play Console.
- You Tab: A personalized destination on the Play Store where players can see content, updates, and rewards from games they’ve recently played. Developers can feature events, offers, Play Points coupons, and achievements to improve retention.
- Enhanced Discovery: Games meeting user experience guidelines will have increased opportunities for store visibility, including editorial featuring and Play Points campaigns.
- Performance Insights: Beginning next year, Play Console will provide expanded reporting capabilities, connecting player acquisition data with engagement and monetization metrics.
Guidelines for Continued Participation
To remain in the program and maximize benefits, studios must align with Google’s user experience guidelines, which emphasize player continuity, rewarding progression, and cross-device accessibility.
- Cross-Device Gameplay: With rising demand for flexibility, Google recommends optimizing titles for mobile, tablet, and PC, while adding support for keyboard, mouse, and controllers. New discovery features highlighting cross-device support will appear later this year.
- Player Continuity: Features such as cloud saves and seamless restore will ensure gameplay transitions smoothly across devices. The upcoming Play Games Sidekick, an in-game overlay launching in July 2026, will give players instant access to rewards, achievements, and AI-powered tips.
- Rewarding Journeys: Developers are encouraged to design meaningful achievements that span the game’s lifecycle. Eligible games may be featured in Play Points quests, offering rewards that boost engagement.
Milestone dates for these requirements include July 2026 for achievements and Play Games Sidekick, and November 2026 for cloud save and seamless restore integration.
Evolving with Players and Developers
Google emphasized that the Level Up program is intended to adapt alongside industry needs. Future updates to both guidelines and benefits will be communicated in advance to give developers time to prepare.
“Google Play Games Level Up is how we’re investing in your success and creating the best experience for players,” the company stated, highlighting its commitment to building a stronger ecosystem by aligning player expectations with developer growth strategies.
