This means developers are missing out on advertising revenue and players may be missing out on a game they’d enjoy. A significant number of people, even after starting an installation, never actually follow-through and play games they’ve downloaded. Karmle and Frenkel said Play Instant would help with one of the biggest problems developers face: user dropout. Speeding up the process of trying a new game is a win for developers and players.
Our attention spans are already stretched to the limits with notifications, advertisements, and thousands of other “free” offerings. We spoke with Google Play product managers Jonathan Karmel and Benjamin Frenkel who told us the company was working with several developers, including Zynga and Unity, to bring more games to the service throughout the year. Google lists Panda Pop as an instant title, but we weren’t able to confirm this on our devices at the time of writing.
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