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GameSnacks: Google's new HTML5 gaming platform
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About the talk

Mobile gaming is huge, and mobile HTML5 gaming is growing. Learn more about how GameSnacks helped HTML5 game developers succeed with Google. This session covered how HTML5 game developers work with GameSnacks to get their games distributed across Chrome, Play Games, Discover, and other Google apps. We' also covered how GameSnacks will partner with AdSense to help HTML5 game developers monetize.

About speaker

Ani Mohan
Co-Founder and General Manager at GameSnacks

I'm co-founder / general manager of GameSnacks, a gaming platform that reaches millions of users every month, funded by Area 120. Previously I was a Product Manager on Google Chrome and Android. As a consumer product manager, I've had success with 0 to 1 product innovation, scaling new products, and leading 50+ person cross-functional teams on established products. As a people manager, I’ve led high performers in autonomous and honest cultures. I'm an angel investor. I focus on consumer social, the creator economy, gaming, new media, eCommerce, and personal finance. I'm open to anything that makes consumers' lives healthier, wealthier, simpler, and more fun.

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HarborOne, really excited to have you tune in and watch the Google for games Summit talks today. I'm really excited to talk to you a little bit about games back. Switch is Google's new HTML5 web gaming platform and talk to you about all the exciting things that we've seen in the growth of HMO 5 web gaming around the world over the last few years. And what we're doing is Google to help developers and users succeed with discovering and playing HMO. Five games a bit about me. My name is Ani. I'm one of the co-founders of the game snacks team and the

general manager of the team and I'm really excited to share a little bit more about first what we've seen over the past few years when it comes to HTML5 gaming all around the world and how it's been growing second, an overview of what we're trying to do at Google to help developers and players succeed and 3rd. What the usage on games taxes look like today. I want to start by setting some contacts. Just that Google at its core is a web company. We invest in making the web great across a variety of different experiences and content verticals

to help users and developers succeed with easily discovering and sharing great content on this platform. And when people think about web gaming, specifically often, especially in markets, like the US and in Europe, when I mentioned the phrase web gaming, people often think about desktop era web gaming sites from fifteen or twenty years ago, built on top of flash, you know, websites that evoke fond memories like addicting games and Miniclip and congregate all of which ushered in a Great era of web gaming,

many years ago, as mobile has become the primary way that users interact with content in the web over the last 10 years. Many people think that web gaming has been on the decline because Flash, which powered a lot of these Great Lakes does not render on mobile. A lot of this has changed over the last three years in particular due to the rise of gaming capabilities that are possible to be delivered and built directly on top of the web platform itself. So this is what we refer to when we talk about modern HTML5 games of high-quality games that you can build

directly using platform capabilities on the web. A lot of this has been enabled by the rise of apis like webgl that make it possible for web browsers. Including mobile web browsers to tap into the GPU to deliver and render hyperformance graphics for users to create games. That looks like the ones that you see here that look and feel almost like native games, but are built directly on the web. And what are the benefits of HTML5 games? Why are they great? Well, on the player side, they work well, on a variety of different network conditions

and device constraints, which is relevant to players around the world, especially in Emerging Markets, like India and Indonesia and Nigeria, where many users are coming online to the internet for the first time off. And on lower-end devices, low memory devices on flaky networks, where they might not have the bandwidth to go and install large games from the App Store in the Play Store and search the web. And HTML5 gaming, is a great delivery mechanism for gaming content to them. But they also offer a bunch of great advantages for developers.

They offer them flexibility in terms of how they can actually get these games out to their users. The first isn't there? Cross-platform HTML5 games work wherever the web Works. Including on iOS on Android on desktop on TVs on cars and so developers only need to build the game once and it works everywhere. The second is that because it's all ultimately built on top of the web. These games are linkable there. Each one is associated with the unique URL, which gives developers a variety of different distribution

options. They can host the games directly on their site and users can come to their site. They can host it on web portals or they can distribute it inside of other apps that users already use. And that third capability, that ability to distributed inside of services that users already. Use speaks to the embed ability of the web developers can build these games in one context, and that game can be portably embedded inside a variety of different apps and services. That users are using. But we did one of the key challenges

that's holding back a Chanel 5 gaming. That's preventing the ecosystem from truly flourishing. Is that it's not very clear for a lot of players and users where they could actually go to discover. These HTML5 games. What is a go-to destination to find and play high-quality action games? That's exactly the problem that we're trying to solve with game snacks. Our mission is to make a chamel. Five games, universally accessible to users all around the world. And so we connect Games built by an amazing game developers. All around the world to apps and services that users are already

using Dan and day out. Many of which are Google Apps, some of which are well built by our partners, to actually get these games out to users. So now, what I'm going to do is talk a little bit about both sides of this equation. Will start by talking a little bit about what the experience for game developers. Looks like, when interacting with game sex, then we'll talk about what it looks like from the integration site, how these games are actually distributed to users and how users on them, and discover them. And then we'll talk a little bit about monetization at the end and how we're

helping developers succeed with building viable businesses. first start with a game developer said, So we work with over 30 game, developers around the world today to get their games onto games next and these games have been adapted for audiences all around the world and a variety of different device constraints and network conditions. The first is that we pay a lot of attention to make sure that these games are actually localized to markets that their targeted for a significant part of our user base is in India, and we

spent a lot of time and care to make sure that we have a high-quality content, catalog for Indian audiences. For example, Bali beat. The second is that we spent a lot of time making sure that these games are fast loading in a variety of network conditions. We work closely with game developers, to optimize the initial game, bundle to make sure that there are small as possible and reuse features on the web platform, as much as possible rather than adding unnecessary Croft. And we also work with them to be intelligent about how they load. Assets in the game so that they defer loading

of future levels or future images or or large sound files until users, absolutely need to encounter them. And the third is that we really push the envelope on the graphics capabilities of these games, and make sure that these games look and feel almost like native game when, when users are playing them. So that they can't tell the difference between, whether it's a web game or a native game. We now have over a hundred games on the platform and you can check out the full catalog at gamefaqs.com. We try to keep the experience as simple as possible for game

developers in terms of how they actually work with games tax, to get their games onto the platform. They start by adding the game, snacks at BK, which is a few lines of JavaScript the theme clued into their games, then they upload them to our platform after which we begin a q. A process to ensure that the games work. Well, across a bunch of different platforms, iOS, Android and desktop, and are also bug-free. Then once they pass the QA process, we host them on our platform. And finally we get them distributed an integrated into a variety of different apps and services without game developers,

having to do anything. All they have to do is focus on what they know and love doing best which is building a high-quality game. So now let's talk a little bit about how these Integrations work and how we actually get these games out to users. It starts with the embed API, which is flexible infrastructure that we've been, that allows us to very quickly spin up a new Integrations API allows these games built by game developers to be embedded. Anywhere iOS, Android tablets desktop. It also enables customization so that the games can be

laid out in a way that feels native to the appetizer and grated into. For example, the search and Discovery experience can be reskinned to look like the native. A p y, and can also overtime be adapted to include platform features that are native. We provided by the app or website that are integrated into and third, the embed, a p. I works with a variety of different. Google Apps and partner apps. So let's talk a little bit about specific examples where the embed API has been integrated today and what it looks like from a user perspective to

actually be able to discover these games. What example is with chrome? So we partnered closely with the Google Chrome team to bring game snacks? And what gaming to Chrome users on Android without today? If you are a user of Chrome on Android in India, Indonesia, Nigeria or Kenya straight from the new tab page on Chrome, you can discover a high-quality list of web games that are all powered by game snacks. Because many of these users might not know exactly where to go on the web when it comes to finding games to play. And so this we think is a relatively

straightforward integration that the embed API supports by just shows. One example of how users can actually encounter these games directly from the new tab page of a web browser. The second decoration I want to talk about, is with Google discover. So discover is a feed of curated content, that's tied and personalized according to a user's interests. That's very easily accessible straight from the home screen of our users Android device. So they swipe left from the home, screen. Be able to see this discover feet of content and one of them is now

what games, which we think makes a lot of sense for the Discover contacts, as users, are just looking to kill a few minutes here and there in the middle of their day, answer for users were interested in gaming. We're interested in particular, category of gaming, maybe a user, who's interested in puzzle games would want to discover a puzzle game or user interested in card games might want to discover Solitaire or a user interested. In arcade games might want to discover tiger run, you know, his picture here. They can very easily find it straight from within the Discover feed and instantly

start playing without having to leave the Discover app. This highlights. One of the flexibility is a sort of web gaming in terms of how we can easily be embedded inside of the underlying app without users having to actually leave the app. Third. I want to highlight what are integration with the assistant. Looks like, so any user who uses the assistant on Android around the world can simply say to the assistant. OK. Google play a game and you will discover a list of games, fax web games, that's accessible straight from the assistant,

but all fully deliver by the web yet another example of what a web pirate integration could look like. And finally, I want to highlight what game snacks inside of a partner app might look like. So we've been working with the go-jek team, which started off as a ride hailing app and Indonesia, but listen to expanded into a variety of different Services. They offer to users in Indonesia, like e-commerce, like food, delivery and increasingly entertainment. So, we work closely with them to add a game center

into the garage, a cap, and you can see what it looks like here. Where users straight from the go-jek app can click into the Go game section, which is ultimately powered by game sacks. And one of the nice things about this is that it's been rescanned to look and feel like to go Jack app. So that from a user perspective, a gojek user feels right at home, when they're playing for the game, snacks games with in the butt, all again delivered by the web and the best part from a game developer perspective is that they don't need to worry about any of these Integrations. Didn't need to worry about what

it would look like in Chrome and discover. Assistance or and go Jack. They just had to build their game and we took care of the rest in terms of actually getting those games out to users on these different surfaces. We recently announced that across all of these different Integrations, millions of people from around the world, play game sex games every month, but we think we're just getting started to keep enabling and spitting up more and more of these integration meet users where they are to help them play. Finally, I want to talk just a little bit about monetization. We're still in

the very early days of this but it hopefully paints a little bit of a vision of where we can go with monetizing this platform and ultimately helping game developers succeed. So we've been working very closely with the AdSense team at Google to Pioneer, high quality web gaming ad, formats support for users and for game developers. And what we're doing is working on an able and game for mats that are natively integrated inside of the game itself that are less intrusive to users, better respect their attention so that the ads are surface at the right

moment during a game. They don't actually interrupt the game play and don't distract him. A core gameplay experience and a lot more engaging than what's out there. On the web today. Specifically the two formats that were working on right now that are in beta R1 interstitial ads which are full screen immersive video ads that appear after a nap. Call break points in a game. So perhaps, when a user has failed a level, or after the end of a game session, that's interstitial as we've also been working with them. If you and rewarded ads, which are often based experiences, that users can

actually, choose to engage in at certain moments in a game where in exchange for watching a video. They can collect a reward that helps them perform better with in the game and crossed the native gaming ecosystem. These formats have been there for awhile and have been shown to perform a lot better than other types of AD formats, and we're excited to bring them to the web. I will working on making it very simple to integrate these add scent as in to game snacks games. So that using that exact same game snacks SDK that game developers are already using. They can easily an able rewarded,

as and interstitial ads as part of the gameplay experience. And the show to hear what such an example, could look like inside one of our games, like jump on games next. Where users, after they lose a level in Lake job, can optionally choose to watch a video the rewarded at. And if they do, can get another attempt at playing the game, so we're excited to start testing this with some of our early game development Partners over the next couple of quarters and then move forward with monetization more broadly in the later part of this year or early next year. So, that's about our mission

to make HTML 5 gaming successful for users, all around the world to make it really easy for them to discover these games and to help game developers to exceed 2. Reach more users and players all around the world and ultimately build viable businesses on top of our platform have any questions about anything that I've said, he have ideas for things that we could be working on that. We might not have covered. If you have feedback for things, we should be doing or if you want to partner with us either as a game developer, to get your game, onto our platform and reach more users,

or as an app developer, that wants to easily add a game section into your app without having to worry about the nuances of the gaming industry. Please reach out. My email address is right there, and I would love to hear from you. Thank you so much for watching and hope you have a great rest of the summit.

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