Reaching Users with Limited Connectivity: Google's GameSnacks Initiative

A significant portion of internet users, particularly in developing nations, lack access to high-end smartphones and affordable data plans, limiting their online experiences.

Google has actively sought solutions to better serve this demographic. Efforts have included forging partnerships to enhance internet affordability for millions, and collaborating with smartphone manufacturers to deliver dependable Android functionality on lower-cost devices. Currently, a project with Jio Platforms in India aims to further reduce the cost of a functional Android experience.

Introducing GameSnacks: A New Approach to Mobile Gaming

For mobile gaming, Google has adopted a distinct strategy. Area 120, Google’s internal incubator for experimental ventures, introduced GameSnacks last year.

This platform utilizes HTML5 technology, offering games that are concise in design and boast faster loading times while consuming fewer system resources.

Initial results indicate the success of this approach.

Google announced on Tuesday that GameSnacks has gained traction over the past year, prompting plans to expand the platform and explore monetization strategies for game developers.

Growth and User Engagement

In an exclusive interview, Ani Mohan, GameSnacks’ General Manager, revealed the platform now hosts over 100 game titles and has attracted millions of users.

“The growth of HTML5 gaming is particularly noticeable outside the United States,” Mohan stated. “HTML5 provides an excellent method for delivering games to new internet users who may not have prior online gaming experience. These games are compatible across devices, function on low-bandwidth connections, and are instantly playable without requiring installations.”

These single-player games, requiring as little as 1GB of RAM and functioning on 2G or 3G data connections, are accessible via the GameSnacks website. They are also playable on desktop computers and through Chrome on iPhones or iPads.

Expanding Reach and Discoverability

Google is now leveraging its scale to broaden the reach and visibility of GameSnacks. Recently, GameSnacks games have been integrated into the New Tab page in Chrome for users in India, Indonesia, Nigeria, and Kenya.

In India, Google’s largest user base, GameSnacks games are also being integrated into Google Pay. The company is also testing integration with the Discover feed.

Mohan explained that these integrations are initially being rolled out in select countries, as these regions present the challenges the platform aims to address. “We consider this an early phase of experimentation. Expansion will follow if the results are positive,” he said.

Monetization and Future Plans

The company is also exploring integration with the Google Assistant.

“With these integrations now live, our goal is to engage with developers and demonstrate a straightforward path to Google inclusion,” Mohan added.

Currently, developers on GameSnacks utilize a non-exclusive licensing model for monetization. The GameSnacks team, consisting of six members with contributions from other Google personnel, is developing strategies to enable developers to monetize their games using next-generation AdSense for Games ad formats.

“Our objective is to assist them in establishing sustainable businesses over time, and we will begin experimenting with advertising on the platform,” Mohan stated. This will initially be limited to a select group of GameSnacks games.

A Growing Market for HTML5 Games

HTML5 games are not new to emerging markets. For example, Gamezop, an Indian gaming platform, secured $4.2 million in funding last year to expand its HTML5 games and integrate them into over 1,000 applications.

In 2018, MTN Group, a South African telecommunications company, launched the Bonus Bucks HTML5 game portal for its subscribers in Southern Africa. Facebook previously operated HTML5 Instant Games on Messenger before discontinuing the service. Numerous firms have previously worked on HTML5 games, though recent examples are less frequent.

Mohan is optimistic about the potential of HTML5 games, extending beyond Africa and Asia. “We don’t limit our focus to these markets. We are starting here because the need for HTML5 games is particularly strong. However, we believe the market size is considerably larger due to the global reach of HTML,” he concluded.