01 September 2016

The Power Of “Early Access”

By Karolis Balciunas, VC & Startups Business Development Manager, Google Play

If you have ever launched a mobile app, you know full well that launching your app into the world successfully requires more than publishing it and hoping for the best.

It’s the diligent testing, constant user feedback loop and incremental tweaks leading up to that special launch moment that truly count.

The Google Play Developer Console gives developers robust tools to do beta tests or experiment with how they market their apps to users through the Play store listing. Getting this critical early feedback from users requires just that — users. And as a developer working on a new product that isn’t fully launched yet, how do you find people to try your new app and take the time to give you feedback?

1 Million Tester Installs And Counting

At Google I/O in May, we unveiled a new destination on Google Play to address this dilemma head on. Together with 29 app and game partners, we launched an “Early Access” collection that made select new Android titles that are running an open beta available for anyone to try before they officially launch. It was an immediate hit. Early-adopter users were eager and willing to send developers actionable, private feedback in exchange for an opportunity to get their hands onto the latest exciting apps and games. Most importantly, the feedback was objective and candid as it did not come from their friends and family who are often afraid to hurt their feelings. In just over a month since the collection became available to all users, open beta titles have been installed over 1 million times and demand is only growing.

3 Powerful Stories

Our launch partners experienced the power of Early Access in various ways. Peer-based language practice developer Lingbe was eager to validate the concept of their app connecting natives with language learners via voice conversations, which meant they needed to connect with a critical mass of possible users around the world from different language and cultural backgrounds. In just a few weeks, "the surge in users in addition to our current fan base meant that we've had Brazilians practicing with Spanish users and talking about their hobby in photography, Mexicans making friends with people from India, and Filipinos talking to Moroccans!"

Readfeed, one of the first online book clubs on Android, relied on Early Access to solicit feature requests, identify bugs, locate new and optimize existing target markets as well as build a sizable reader community. They stated that "early access confirmed that our target market exists and that we have something that they need. I don't think we'd be in the same place right now without it. It enabled us to validate and effectively iterate on our idea from day one."

Finally, Drippler participated in Early Access to test their new "Wiz" app and understand their beta title's appeal to their target demographic. Their performance in the Early Access collection as well as private feedback from thousands of newly acquired beta testers allowed them to polish the app before the launch and gave them confidence that their users will enjoy it."

These three developers’ stories show us just a few ways that Early Access can help developers build great new apps and games, and it shows the value of getting early feedback from beta testers before launching more broadly.

Get Involved

If you are a developer getting ready to launch on Google Play, you can nominate your app or game to be part of Early Access. Learn more here.

New titles are added weekly and thousands of users are looking to experiment with new and exciting ideas.