The company has announced that soon users will be able to stream games directly from search results. According to Google’s post, “In the next few weeks, we’ll launch a new way for users to try your game out when they do a search for games on Google through a new ad format, Search Trial Run Ads. After tapping “Try now”, an individual can play your game for up to 10 minutes, and then download the game in full if they choose.”
Google also notes that they believe by letting users stream games before downloading, these users will be more likely to stay engaged with your game, assuming that the game has proven itself to be fun. “Using this format, you can drive qualified users who are likely to stay engaged with your game after install.”
If you’re wondering why this sounds familiar, it is because last year Google announced a similar app streaming feature. This “Try Now” feature was also announced last year, but it looks like Google is finally going to roll it out in the next few weeks, so Android users might want to keep an eye out for that.