Google Play adds better vertical video support and new ways to search and buy Android apps

At its annual Playtime event, Google unveiled a number of new features aimed at making it easier for you to engage with, discover, and buy Android apps. Google also unveiled new security features in its Play Integrity API that make it easier for developers to block unauthorized usage of their apps. Here's a quick summary of everything Google announced.

New discovery features in Google Play

• Full-screen portrait videos: Portrait videos that developers upload to their Play Store listings are now shown in a new full-screen experience that's more immersive. This full-screen experience also has a prominent "install" button to drive conversions. Google says portrait videos drive 7% increase in total watch time, 9% increase in video completions, and a 5% increase in conversions. Considering most people browse the Google Play Store from a smartphone, this makes sense.

• Personalized search query recommendations: On the Search tab in the Google Play Store, you may see personalized search query recommendations to help you get started on your search journey. This feature is currently avaiable in English but will support some other languages later this year.

• Multi-select interest filters: At the Google Play Summer Press Event, Google announced multi-select interest filters that make it easier to find games that you're interested in. These filters let you narrow down games by genre. Google is now making similar filters available or apps, too.

Expanding Google Play Commerce

• Proactive payment setup: Google tweaked its Google account, Play Store, and Android device onboarding flows to encourage people to set up payment methods in advance. These efforts have doubled the number of "purchase ready users" this year and have led to an almost 3% increase in conversion rates, according to Google's data.
• Expanded payment options: If you're in the U.S., you can now use Cash App eWallet alongside credits cards, PayPal, direct carrier billing, and gift cards to pay for content. If you're in Poland, you can now pay with Blik Banking.
• Purchase flow recommendations: Google's new algorithmic recommendation engine "helps people discover relevant in-app purchases they're likely to buy." Developers just need to select products to feature in the Play Console and then Google will recommend a "popular or related option at different moments in the purchase journey." Google's early data shows an average 3% increase in spend.

• Cart abandonment reminders: The Google Play Store will start reminding you about products you've browsed in games but haven't purchased yet, similar to other eCommerce platforms. These reminders will show up when you're browsing the Play Store at a later time, but you'll be able to opt out of them.

• Biometric authentication for checkouts: You can use your device's biometrics instead of your account passwords to pay for content by default. This has been rolling out for a while now, and Google says they've seen adoption of biometric authentication for checkouts triple this year alone.

Securing your apps with the Play Integrity API

• Hardware-backed security signals: Google says that in the coming months, you'll be able to "opt-in to improved Play Integrity API verdicts backed by hardware security and other signals on Android 13+ devices." By opting in, you'll get "faster, more reliable, and more privacy-friendly app and device verification, making it significantly harder and more costly for attackers to bypass."
• New app access risk feature: The Play Integrity's app access risk feature is exiting beta. This feature lets apps detect and respond to other apps that can capture the screen or control the device. I wrote about this feature extensively over on Android Authority if you're interested in learning more.