Google’s App Store Policy Updates: Why Developers Should Focus on Quality User Experiences, Not Incentivization Tactics

In April 2023, Google updated its policy on Users Rating, Reviews, and Installs, as stated by the Google Policy Center. Incentivization tactics are now prohibited, meaning that apps are no longer allowed to incentivize users to leave ratings and reviews or to install other apps within the main functionality of the app. This policy change may result in the rejection or removal of apps that use prompts to encourage users to leave ratings and reviews within the app.

Developers POV

These changes were announced on Google’s developer blog, where they stated that these updates are intended to maintain trust in the app ecosystem, protect users, and create a level playing field for all developers. This change has received mixed responses from developers, some of whom have voiced concerns about how these updates could impact their app’s growth and success.

For years, developers have relied on incentivization tactics to increase app downloads and user engagement. For example, apps would offer in-game rewards or bonuses for users who left a positive rating and review in the app store. While these tactics may have helped increase user engagement and boost app store rankings, they were also perceived as manipulative and deceptive by many users.

Google POV

By prohibiting incentivization tactics, Google is taking a step towards creating a more transparent and trustworthy app ecosystem. These changes will encourage developers to focus on providing high-quality user experiences to organically generate feedback, rather than relying on artificial means to manipulate user behavior.

However, these updates do not mean that developers cannot ask users to rate and review their app. Instead, developers can still prompt users to rate and review their app, but only if the prompt is offered outside of the app’s main functionality. This means that the prompt should not interfere with the user experience or be required for users to continue using the app.

The benefits

While some developers may be concerned about how these updates will impact their app’s growth, there are several benefits to these changes. First, by focusing on delivering a high-quality user experience, developers can create more loyal and engaged users. When users have a positive experience with an app, they are more likely to share it with others and provide positive feedback.

Second, by creating a level playing field for all developers, Google is promoting healthy competition and encouraging developers to differentiate themselves through innovation and quality. This will ultimately lead to a more diverse and vibrant app ecosystem, where users have a wider range of high-quality apps to choose from.

Finally, by prohibiting incentivization tactics, Google is protecting users from deceptive and manipulative practices. Users should be able to trust that the apps they download are providing a genuine and high-quality experience, rather than relying on artificial means to manipulate user behavior.

Conclusions

Google’s recent updates to its app store policies are a step towards creating a more transparent and trustworthy app ecosystem. While some developers may be concerned about how these updates will impact their app’s growth, there are several benefits to these changes, including creating more loyal and engaged users, promoting healthy competition, and protecting users from deceptive and manipulative practices. Developers should focus on providing high-quality user experiences to organically generate feedback, rather than relying on artificial means to manipulate user behavior. By doing so, developers can create long-term success and build a positive reputation within the app ecosystem.

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