Google has introduced a novel approach to promote Android applications beyond its Play Store. Unveiled last week at the Google I/O 2024 developer conference, this initiative aims to re-engage users with both existing and new apps on their devices. This innovative platform allows developers to present their content in a distinctive manner. To date, over 35 developer partners, including prominent names like Spotify, Pinterest, Tumblr, TikTok, and Shopify, have signed up to pilot this new feature.
During a developer session at the conference, Google elaborated on its strategy. The new Software Development Kit (SDK), termed “Engage,” is designed to further Google’s primary objective of connecting relevant audiences with appropriate content at optimal times. Currently available by invitation only, the Engage SDK offers developers a tool to re-attract users by highlighting compelling content, promotions, and deals within their apps.
Mekka Okereke, Google Play’s General Manager for apps, provided further insights. He explained that this new interface will automatically curate the top and most frequently accessed content from apps already installed on users’ Android devices. It supports seamless, cross-app journeys across nearly all app categories. With a single tap, users can access full-screen, immersive experiences that showcase and organize the key content from their installed apps.
Although reminiscent of a TikTok-like feed, the new interface promises a unique functionality that Google has yet to fully disclose. This feature will be exclusive to Android devices, capitalizing on Google’s integration with its mobile operating system to offer innovative experiences beneficial to both developers and consumers.
Through this Engage interface, developers can also provide deep links, enabling users to navigate directly to specific pages within their mobile applications.
During a recent presentation, Google introduced an innovative set of widgets designed to enhance user interaction within apps. These widgets, when tapped, direct users to specific tasks within an app. For example, selecting an image of sneakers would take an Android user to a purchase page within a shopping app, potentially prompting them to complete a transaction on items saved in their cart. The showcased sneakers were part of a new “surface” that also featured products from various other apps, facilitating a more integrated shopping experience. Essentially, this new surface appears to consolidate related content from different apps, encouraging users to re-engage and complete their shopping journeys.
This functionality extends beyond shopping apps. Companies like Reddit, Uber Eats, and Spotify could leverage this surface to guide users back to specific activities, such as reading and upvoting posts, interacting with playlists, or placing orders.
Spotify, in particular, is currently developing its implementation strategy for this new system. The company has confirmed that it plans to use the Engage SDK across all Android devices, though specifics are still being finalized.
As Okereke explained, developers will have the capability to drive users back to their entertainment options, browsing activities, reorder favorites, or any other app-specific experiences.
For instance, Tumblr is collaborating with Google to provide more content aligned with users’ existing interests. “Google’s Engage SDK is perfect for Tumblr because our community thrives on unique self-expression. The ‘yes-and’ culture on Tumblr has spawned some of the internet’s most iconic memes and trends,” said Tumblr COO Zandy Ring. “We’re excited to extend that culture to other platforms and invite those audiences back to Tumblr. The Engage integration is akin to creating a two-way bridge that naturally connects communities.”
The consumer-facing feature isn’t solely about reminding users of their intended app activities; it also aims to spur them into action by offering deals and promotions. “You can showcase personalized recommendations and promotions, ensuring that users discover content they might otherwise overlook,” Okereke noted.
Furthermore, this surface will suggest apps that users have not yet installed by showcasing “compelling content” from those apps.
The Engage SDK developer preview was introduced during the I/O conference, with the full consumer experience slated for release later this year. Designed as a client-side integration utilizing on-device APIs, the Engage SDK has been reported by early developers to require under a week to get started, according to Google.
Several leading applications are participating in the testing phase of the Engage SDK. These include Audible, Shein, Dunkin, Wish, Blinklist, Wattpad, Nextdoor, iHeartRadio, Pandora, Rakuten Kobo, Temu, YouTube Music, Google Maps, Chick-fil-A, McDonald’s, Prime Video, Reddit, YouTube, Uber Eats, among others.
