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Mobile Monday: Google Launches Rewards Program, New Limitations Set for Young Chinese Gamers

Posted Nov 11, 2019

With so many features on mobile devices these days, companies are always looking for the best way to hold an audience’s attention. That’s why Google has launched its new rewards program that gives users points for app activity. While Google is encouraging more time on apps, Chinese regulators are trying to restrict it. Young mobile gamers in China face new regulations for playtime and the amount spent on in-app purchases. Get all the details in this week’s Mobile Monday!

Google Play Points Rewards Users for Downloading Apps
Google has launched a rewards program that allows users to earn points for their activity in the Google Play store. Google Play Points are redeemable when users download apps and make in-app purchases. Points can then be used for special items and discounts in top games like Candy Crush Saga and Pokémon GO, or for Google Play Credit to purchase movies, books, games, and apps. This week the program was launched in the United States after a successful launch in Japan over a year ago and South Korea earlier this year.

The U.S. version of Google Play Points gives users different levels from Bronze to Platinum depending on how many points they have collected. Moving up levels gives users a higher chance of winning weekly prizes. Google has also added the ability to donate their points to non-profit organizations like Doctors Without Borders USA, Save the Children and the World Food Program USA. Encouraging users for spending more time on apps not only increases engagement in the Google Play Store but developers could also benefit from users being rewarded for their in-app purchases.


Regulators Limit Chinese Minors’ Mobile Gaming Time
The South China Morning Post reported that a regulation has been put in place in regards to time and money spent on mobile games. The State Administration of Press and Publications (SAPP) has set guidelines for Chinese minors to combat addiction, an issue that has been long discussed in the country. The new rules were published last week and included a real name-registration system and an age-rating system. 

SAPP’s guidelines state that for those under the age of 18, mobile gaming is limited to between 8:00 AM and 10:00 PM and no more than 1.5 hours per day. Minors will be able to play up to three hours only on holidays. Furthermore, no more than 400 yuan (57 USD) can be spent each month on in-app purchases. According to SAPP, the rapid development of China’s mobile gaming industry had led to gaming addiction and excessive spending among some minors, sparking public concern and criticism. There have been rumblings of regulations for years Developers like Tencent have already reacted to pressures from government regulators and the public. While they may have to adjust their strategies to accommodate these guidelines, developers will still be able to profit from China which is the biggest spender in mobile gaming.

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Jean

Marketing Communications Specialist at AdColony
Writer of blogs, planner of case studies, maker of content, poster of social media

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