What Marketers Need To Know About Vessel

You have probably heard of Vessel by now. The video platform has only barely been launched and is giving senior YouTube a run for its influencer content. So far, they’ve spent a lot of time recruiting these influencers to their platform and that work shows in the content already available on the site.

Founded by former Hulu CEO Jason Kilar and CTO Richard Tom, Vessel has already cemented themselves as a player in the video space with a recent infusion of $57 million to “reinvent it.” On top of that, they’re keynoting VidCon.

With barely a month under its belt and brands already in the mix, it’s become crucial for marketers to know what the platform is all about and what the content is like. Most importantly, what exactly is the appeal to YouTube’s biggest influencers  We asked these and another questions of ION‘s team (Ayzenberg‘s influencer agency within an agency).

Is Vessel really becoming a major player in the video space? What differentiates them from YouTube?

Alexa Dobrowski, Talent Coordinator, ION: Of course the main difference between Vessel and YouTube is the fact that viewers pay a $2.99 monthly subscription fee to access the site and, in return, have early access to supposedly higher quality content from their favorite influencers, but another key difference is the difference in the way creators are compensated. On YouTube, top tier creators is earn $2-$3 per thousand views. With Vessel, that same video will bring the creator about $50 per thousand views. Also, where YouTube splits ad revenue on a 55/45 YouTube/creator split,  Vessel proposes that they will offer around 70 percent to content creators and only take 30 percent for themselves.

This alone will make a big difference in terms of Vessel becoming a big player in the video space, since it provides a strong incentive for the big content creators to sign up for the site, thus in turn making it more attractive for those creators’ fans to sign up for as well. It has a general vibe of exclusivity and quality, which will definitely appeal to creators’ superfans or those who passionate about short form video in general. I don’t think Vessel poses a serious threat to YouTube at this time, but I do think it has the aspects it needs to be a major player in the video space.

And what of Google Preferred?

Ryan Sterner, Talent Coordinator, ION: Google Preferred is YouTube’s way of getting more advertising dollars by creating “listings” of the top 5 percent of YouTubers in their defined category and offering up their ad space to marketers. In return, influencers who participate—still unsure if this is an invitation thing or a “hey, we’re selling your channel for big time bucks”—garner a higher CPM than non-Google preferred participants.

This clearly has nothing to do with rocking Vessel’s boat, but more that the conversation of paying top tier creators more money has been going on for a while. And not just by the people who run the video platforms, but by the creators themselves. Grumblings from both the advertisers and creators on the Youtube model could make the adoption of Vessel a pretty easy choice.

Content-wise, what does Vessel focusing on featuring? What was your first impression of the platform?

Alexa Dobrowski: My first impression of the platform was that it seemed really elegant, well designed, and high quality – it definitely seemed like a step up from YouTube in both quality and aesthetics. The videos were very sharp and well composed, and it seemed like Vessel provided videos from all categories YouTube does but curated the videos within them so it only highlights the best.

Steven Lai, Talent Director, ION: Content has run the gamut. Everything from exclusive Ellen clips, NBA highlights, to tech, gaming, comedy vlogs. Not specifically featuring anything besides quality content. First impression is that the design takes a slight learning curve and search functionality could be improved, but a clean UI.

Ryan Sterner: The ad integration is more native, more seamless. Almost more in-your-face, but much more subtle. They do have pre-roll, but they limit it to 5 seconds.

Are you seeing any brand activity on this platform yet?

Alexa Dobrowski: There is brand activity so far; from what I’ve read the company has deals in place with Corona Extra, Chevy, Land Rover/Jaguar, and Unilever’s Axe, Dove, Suave and St Ives. Ads in general are more shorter, more visually striking, and more integrated – so far it seems the two options are what the site’s creator calls the brands “motion posters” (aka ads that come up as users navigate through the site and that are pretty easy to bypass) and pre-roll ads like the ones found on YouTube (but on Vessel they generally don’t last for more than 5-6 seconds). The creator said Vessel had more of a “short but punchy” theme in mind with the type of ads they displayed, which he thought increased brand favorability/recall.

Steven Lai: Ad offerings so far have been much more integrated and interesting than YouTube. I haven’t seen any Vessel-specific brand integrations into content.

How could brands participate on Vessel in the future?

Ryan Sterner: Marketers have found a way to snake their way into most things that people gravitate towards, so I wouldn’t be surprised is in a few months if Vessel takes off we see a story highlighting out a brand utilized a Vessel creator in a very unique way.

What do you like about Vessel? Where is there room for improvement?

Steven Lai: Vessel’s overall design is better than YouTube but comment and community aspects could be improved. It does not seem as easy to get stuck in a video “black hole,” spiraling into related videos.

Ryan Sterner: It’s cleaner than YouTube in both aesthetic and content. I like the comparison of Vessel to HBO—it has that premium feel to it. Knowing that the content within is carefully curated, well produced, and the creators are monetizing really well could make for some really great pieces in the future.

Alexa Dobrowski: One thing I liked about Vessel was related to something I dislike about YouTube – YouTube is so saturated with videos (and I don’t think its search algorithm is all that great) that it can be overwhelming and seemingly impossible to find interesting content unless you already know exactly who/what you’re looking for. Browsing Vessel was a totally different experience and I found myself wanting to watch almost everything (including content categories I wouldn’t normally watch) because everything was so well done and visually interesting.

I think the main thing it needs to improve upon is variety and quantity, but since it’s new I’m sure that will continue to improve as time goes on.

Also, some negatives: there’s a lot of autoplay and high quality visual content to load in general, so it may be a frustrating experience to use for people with older computer systems or wifi signals that aren’t especially fast. I also think the initial process could be a turn off for people to check it out – before you can even see what it has to offer, you have to not only sign up but also go select at least three categories to follow and then from there scroll through a large list of current influencers and choose some as well. I think it might be a good idea for them to highlight their site a bit more and what it has to offer before requiring users to go through these processes.

 

Coke Exec Matt Wolf Discusses Opportunities In eSports

Coca-Cola is clearly the leader when it comes to mainstream soft drinks involved in eSports. The company partnered with Riot Games on the League of Legends Championship Series and even helped with the creation of the minor league Challenger Series. With the Mid-Season Invitational (MSI taking place May 7-10 in Tallahassee, Florida, Coke will be part of the event that will feature teams from Europe, North America, China, and Korea facing each other under the same roof. Matt Wolf, Coca-Cola’s global head of gaming, talks about the LCS and its expanding eSports initiative in this exclusive interview.

Matt Wolf, Coca-Cola's global head of gamingMatt Wolf, Coca-Cola’s Global Head of Gaming

What did you learn from last year’s partnership with Riot Games on League of Legends?

We learned that it works. Working with a powerful gaming brand and something that has the stratospheric lift that eSports has is really good for Coca-Cola marketing communications. We’re continuing to double down on eSports and gaming in general.

How will Coke be a part of the League of Legends Mid Season Invitational in Tallahassee, Florida in May?

ESports is special and like traditional sports you can play it, watch it live or watch streaming. We love to create experiential and trial programs with Coca-Cola. At MSI we’ll do the same type of program that we used at the World Championship in Korea last fall. We’ll have a physical structure, but we’ll try a couple of new things.  We know what fans love to express themselves through cheer boards and meet the pros. So it will be more of the same but bigger, iterative real-time marketing. We’re evolving with each of these events. You’ll see some new things and some things that previously worked. We’re never totally satisfied.

What did you learn from your first year in the Challenger Series?

We’re still involved in the LCS. We learned that no matter how we activate, as long as it’s authentic messaging and we’re being timely and bringing value, we have a great platform to build on. What you’ll see with how we’re evolving around this space is that we’ll continue what we had success with and we’re scaling. With LCS and everything we’re doing around it, it’s a more scaled approach. That gives our markets the ability to tap into the value of this in ways we can keep fans engaged and happy. We’ll offer the entire gamut of options from various broadcasts and experiential elements. We’re continuing to scale and create more opportunities.

How has the @CokeESports social media audience grown?

We have over 249,000 followers on @CokeESports. It’s hard to explain how substantial and incredible the growth has been. We work closely with Twitter because it gives us a close one-to-one relationship with people who follow us and we can communicate quickly with that audience. The response by players and fans has been positive. We use it to announce new programs and initiatives like renewing LCS and the Cinemark movie theater deal for viewing parties. It’s been a very strong bright spot. It’s an interesting byproduct as it relates to Riot and eSports in general. Fans are very social. Twitter can be a tenuous form of communication, but we continue to create messaging and content that ultimately is about positivity and celebration of eSports. I read responses very carefully, and when fans respond it makes all of this work worthwhile.

Coke recently released a commercial painting a positive message around social media in movie theaters. Do you see the possibility of eSports becoming the subject of a Coke commercial in the future?

I think the answer is yes, and I think a company like Coke with how we tell stories, the way we tell them, we have an opportunity to bring a strong voice and tell stories like that. We can shine a more positive light on gaming as a whole, and eSports is a great avenue to do that with because everybody is watching it. Given the teen Millennial market that’s important to companies, that quality storytelling and socially conscious message it can bring to tell the eSports story, or tell a unique eSports story and bring it to a platform like digital streaming would be interesting.

What opportunities is Coke exploring outside of League of Legends?

Riot Games is a valued partner of ours and League of Legends is a cornerstone of our strategy. But we activated with Blizzard’s Hearthstone and McDonald’s and did an event last December in Austin, TX with the developers in the dining room. Austin was a pilot Fireside Gathering with Jason Chayes and other Blizzard developers. It was interesting because Jason got emotional with fans who had showed up to play the game, drink Coke and talk to the developers. We’ll continue to look at that program, and other eSports games that are complementary. I’m constantly looking at complementary partnerships, and hope to put that strategy in motion across a few different games. Riot wants the growth of eSports and its global acceptance as a form of entertainment. Any time we go in with a new idea they know we do it as well as we can and they’re supportive of us. We’re going to be selective and these partnerships will be carefully orchestrated. We’ll choose wisely to make sure we’re leaning to an organic experience.

Are there other opportunities in eSports for Coke?

At the end of last year we did a Game-a-thon at our Atlanta headquarters on Twitch. It was a four-and-a-half hour game-a-thon for charity. It was an awesome way of building our relationship with gamers at our headquarters. Our employees got to see the world of eSports in a studio setting that we built in our lobby. Everyone got to see our building and celebrate eSports and competition between these personalities. We want to continue working with Twitch and I’m excited about doing it again. We set the table pretty well.

 

 

 

What To Expect At The 10th Annual Game Marketing Summit

The 10th Annual Game Marketing Summit takes place this Wednesday, April 22 in San Francisco, providing a full day of informative sessions, top-notch networking, and capped with the presentation of the Game Marketing Awards in the evening.

The general manager of the Game Marketing Summit, Marci Yamaguchi Hughes, took a few moments away from her busy pre-Summit schedule to graciously answer some questions for [a]listdaily about the Game Marketing Summit.

Marci Yamaguchi Hughes

What should marketers expect to learn from the Game Marketing Summit?

Marketers will walk away with actionable information about the latest tools and techniques that their fellow game marketers are successfully using. They will get in-depth information on a wide-range of topics, including psychological marketing, the most recent consumer data, how to connect with player communities, influencer marketing, the future of mobile marketing, and much more. We hope they walk away a little inspired too… with Bing’s keynote on monetization hacking as well as James Buckhouse’s on storytelling and how one can use story driven design to create the most amazing brands and marketing strategies. It is a packed two-track schedule this year!! Our attendees will also have an exceptional opportunity to network with the companies and leaders who can really impact their successes.

How has the Game Marketing Summit changed in its 10 years?

The core goal of providing a place for the amazing community of game marketers to learn and connect has remained constant. GMS’s mission is to arm game industry marketers and creative leaders with the newest and most impactful tools and knowledge — shared by inspirational experts in an environment tailored for optimal career growth and business success. Topics of discussion have of course changed to keep up with the changing industry, but overall GMS remains the industry’s must-attend, and only, conference exclusively for marketing professionals in the interactive game business. And of course, we end the day with the prestigious Game Marketing Awards where we celebrate the finest work by marketing and creative professionals in the interactive game marketing community.

What are the hot topics this year for game marketers to be keeping an eye on?

Monetization Hacking — There are now more ways than ever to monetize and market your company’s content. But how do you navigate all of these options and figure out which one is right for your business Bing Gordon will provide insights on how to do just that during his morning keynote address.

Virtual Reality — Why VR is important as a new form of entertainment and how the experience is different from anything else the audience sees everyday. Getting the folks in the room to understand how they can use VR for their marketing efforts.

The Battle for Influencer Influence in Marketing, What Really Works — Everyone in game marketing is talking about influencers and their increased value to brands. Every company in the world is telling game marketers that they hold the keys to unlocking influencers and their value. This panel will explore and compare leveraging multi-channel networks, talent agencies, versus forging direct relationships with influencers, in both paid and earned models as well as using media dollars and media companies to build brand value and impact. We will feature experts from each approach together on stage to debate the various models, and we’ll talk to brand marketers who have experience in using all of them.

If marketers aren’t able to be at the GMS, will the sessions be available online at some point?

Yes, the Game Marketing Awards will be live streamed for the first time ever on Twitch, and the sessions themselves will be available after the event on our web site, www.gamemarketingsummit.com.

How have the Game Marketing Awards changed in the last ten years?

The awards have always been about shining the spotlight on the most creative, most ground-breaking game marketing campaigns and their creators. This hasn’t changed, and won’t change in the future — it’s the core, and unique, mission of the GMAs. With that said, we have seen an evolution of some award categories over the years as the technologies of both marketing and games have changed — for instance the addition of categories related to mobile games, free to play games, social media, and so forth. And, for example, this year, for the first time, we’ve introduced a “fan favorite” category for best trailer, to give consumers a chance to get involved.

Brands Prepared For Apple Watch Launch

We’re just days away from the launch of Apple’s new Watch device, a piece of technology that promises to push wearable tech in a bold new direction. Whether it’s going to be widely accepted with an audience or not has yet to be seen, but several brands are already on board with an array of applications.

AdWeek broke down a number of companies that are on board with the device, providing efficient tools that users would utilize when it comes to the Apple Watch’s distinct features.

40 brands are signed up with the device thus far, although some are still preparing to get the most out of it. “Do I think most marketers are ready No,” said Mike McGuire, vice president of research for Gartner Research, regarding the device. “It is going to be about really having to nail this early on.”

One of the higher-end companies investing in an Apple Watch app is Starwood Hotels, which has poured in approximately $7 to $8 million into the tech, with a long-term goal of $20 to $40 million. With the app, guests will be able to remotely check in to their rooms, as well as access other traveler-related information, such as the approximate cost of taking a taxi to said hotel. 150 locations are already set to be tied in with the Watch’s launch this Friday.

A lot of work went into designing its app. “It can look deceptively simple, but to go through and develop it for our nine different brands (requires) a lot of design work and functionality under the hood,” said Stephen Gates, Starwood vice president and digital creative director for global brand design.

Other apps are taking advantage of the tech as well for consumer convenience. Target’s Apple Watch app enables voice and location-based technology to help customers put together shopping lists by finding specific products; Fandango has one that counts down to specific movie showtimes; BMW syncs with features on electric cars; and American Airlines enables flight reports to be displayed on the device in real time.

Not everyone is jumping in headfirst, however. Some companies are holding off on launching their apps until they see the effectiveness of the device in terms of sales. Michael Maginnis, president of the MJD Interactive agency serving car alarm manufacturer Viper, stated, “A lot of the feedback we’re getting so far is that it takes (consumers) a couple days to figure out why they even like the watch.”

Those that are launching apps, however, provided full details on them, which can be found here.

Kabam Shooting For Bigger Mobile Success In China

Kabam has certainly established itself in the mobile market over the last few years with several hit games – but that isn’t stopping the publisher from shooting for a loftier goal.

After receiving a whopping $120 million investment from Alibaba, the company now vows to create the first “billion dollar video game,” according to a report from Re/Code.

COO Kent Wakeford has noted that “we’re really going all in in China.” Its Beijing office, which was first established back in 2011, will move forward with plans to make games aimed at a Chinese market – a change of pace from its usual Western development. With a market of 700 million mobile devices, it’s going to be a big move.

Some restructuring of the company will take place, resulting in a loss of approximately 25 jobs, but in turn, it hopes to create a game that will reach the $1 billion mark in annual revenue – a goal that has yet to be reached, though Supercell’s Clash of Clans comes pretty close with its monthly earnings of around $80 million in in-app purchases.

Wakeford has high hopes for said game. “The real opportunity is what’s happening at the top,” he said. “Kabam is only one of a handful of companies positioned to go after the top of the market.”

As part of its transition towards this goal, output from 12 previous releases will be cut, with attention turned to four new games for release this year – “AAA mobile games,” as Wakeford notes.

Kabam is no stranger to mobile success, as its previous earnings of $400 million managed to top its previous year’s income of $360 million. But it has its work cut out for it if it intends to make a globally received game that can clear the billion-dollar mark.

Whether it can top the massive success of Clash has yet to be seen, but we certainly wish them the best of luck.

‘Minecraft’ Still Leading Video Game Content On YouTube

Videos on YouTube have no shortage of popularity, and video game-related content in itself is growing through the roof, between designated Let’s Play videos, pieces produced by top-tier broadcasters, and more. Newzoo recently conducted a study that breaks down just how popular the Top 20 Game Franchises fare on the video channel.

Titled the Octoly-Newzoo Top 20 Game Franchises on YouTube, the report breaks down the deeper links between game brands, fan-created content and video streaming.

Video game views in general continued to rise to an all-time high, as fan-created videos accounted for 97.6 percent of all views on the channel back in March 2015. The total views of overall rankings multiplied incredibly over February’s numbers, rising 1.5 billion to 12.3 billion, a gain of 14 percent.

Out of all videos, ones related to Ubisoft’s Just Dance generated the most with 169 million views, 98.7 percent consisting of fan-generated content.

One other franchise that continues to move forward is Nintendo’s Super Mario series, which gained over 100 million views over the one month period, reaching a total amount of 547 million views. Again, most of the content came from fan-generated content, especially when an unlicensed high-definition version of Nintendo’s classic Super Mario 64 arrived on the Internet. Even though the game was eventually taken down, views continued to pour in for the content, keeping Mario’s success at an all-time high.

Microsoft’s Halo series continues to be a big draw on the video front, with triple the view rates at the beginning of this year. Between fan-related content on the multiplayer front, footage from the previously held beta for Halo 5: Guardians, and new trailers, it managed to gain 127 million views for March — up from the 42 million for February. This interest is expected to keep going, between last week’s release of Spartan Strike and Spartan Assault on iOS, and, of course, the release of Guardians coming later this year.

Other games that were hits on this chart include zombie-related titles like DayZ and Arma, as well as the survival horror game Five Nights At Freddy’s, with videos spanning across all three releases. Minecraft is also a huge draw in the community, with 3.9 billion monthly views.

The general ratings breakdown shows Minecraft at number one, followed by Rockstar Games’ Grand Theft Auto in second place with nearly 1.4 billion views. The rest of the top 20 consists of Five Nights At Freddy’s (1.27 billion), Call of Duty (851 million), EA’s FIFA franchise (770 million), Garry’s Mod (690 million), League of Legends (667 million), Super Mario (547 million), Counter-Strike (362 million), DOTA 2 (282 million), Clash of Clans (259 million), Battlefield (177 million), Just Dance (169 million), Arma (156 million), World of Tanks (134 million), DayZ (134 million), Team Fortress (131 million), Halo (127 million), Mortal Kombat (123 million) and Destiny (118 million).

Not every franchise is benefiting, however. Angry Birds managed to drop out of the top 20, and Clash of Clans also lost some interest, despite being a strong seller on the mobile front.

 

 

The full report can be found here.

Vessel Raises $57.5 Million In Series B Funding Round

by Jessica Klein

Vessel has raised a total of $57.5 million in a Series B funding round, said sources close to the company.

The round brought back investors from the company’s Series A funding, including Benchmark, Greylock, and Bezos Expeditions, Jeff Bezos’ personal investment company, but was led by Institutional Venture Partners. Within IVP, general partner Todd Chaffee led the investment. This follows his investments with the venture capital firm in other digital video/social companies like NetflixSnapchat, and Twitter.

Chaffee gave Vessel a big vote of confidence in IVP’s blog post, stating, “If you had to back one team to build the world’s most advances and user-friendly video platform, this would be the team,” further citing CEO Jason Kilar’s track record as founding CEO of Hulu and extolling the platform’s video content.

Keep reading…

 

Facebook Versus YouTube

Facebook continues to try and battle against YouTube when it comes to pushing its video content, and it may have just found a new tool to help in its fight – exclusive content from publishers and partners.

Adweek has reported that several partners have already come on board to help push Facebook’s video features. Popsugar, for instance, will push a new program called Popsugar Rush, which will run exclusively on Facebook for 24 hours before being published on its YouTube account. “In every way, we are crafting the video specifically to be optimized for Facebook,” said Popsugar Studios president David Grant about the show.

That’s not all, either. Popular clients like Buzzfeed and Jimmy Kimmel, who hosts a late night talk show on ABC, have also struck similar deals with Facebook, producing video clips that either run exclusively or with a certain timed window on its channel before going to its competitor. The article also reports that several other partners have programs in the works as well.

Ever since it partnered with the social site back in September, Popsugar has seen strong dividends from its Facebook videos. It stated that views of the videos jumped to a whopping 18.5 million views in just a few months’ time, compared to the 20,000 it had when it got started. “Facebook has become a natural extension of our brand,” said Anna Fieler, executive vice president of marketing for Popsugar.

While Facebook feels that exclusive videos aren’t a part of its core strategy, it’s pushing for them anyway in an “aggressively” strong manner, according to the report. One anonymous publisher stated that video view results have been stronger on Facebook through direct posting, instead of just linking to YouTube – a practice that the social site isn’t too fond of, particularly with its pre-roll advertisements.

“Most companies know that a best practice on Facebook is that an image of a video performs better than a direct link (to a third-party player,” said Paul Kontonis, executive director for the Global Online Video Association. “But Facebook native video performs better than everything.”

Content promotion goes a long way with the site, and it appears that Facebook is offering plenty of incentives through deals with programming, although they weren’t highly detailed. Jimmy Kimmel co-executive producer Doug DeLuca said the show teamed with Facebook to help promote the content, through premium placements on the site. “Discovery tends to be easier on Facebook when you are doing something specific,” he said. “I don’t know if as many people would have found (the series) if we had posted it on our YouTube channel among celebrity-driven, high-profile pieces.”

Facebook could announce an even more company-friendly program this week with the forthcoming Facebook Anthology branded-content program, with several partners like Vox, The Onion and Funny or Die reportedly on board with its own content.

While this could have an effect on YouTube’s business in the future, Kevin Cronin, partner for search and social at Universal McCann, noted that it continues to be the biggest view driver in online video overall, and that if the site asks publishers for exclusive content, marketers creating branded content may be forced to limit said content to a single platform.

More details on the report can be found here.

IAB Finds 35% Increase In Connected TV Streaming From Last Year

by Jessica Klein

TV watchers in the U.S. are continuing on the multi-screen track. According to data from a new study carried out by the Interactive Advertising Bureau, “The Changing TV Experience: Attitudes and Usage Across Multiple Screens,” US adults are are getting “smarter” TVs, streaming more content, and letting their TVs share the spotlight with other devices.

Smart TVs and/or connected TVs have entered the homes of more than a third of the US population over age 18, with about 38 percent of those viewers spending half their viewing time with streaming content. Time spent watching streaming content is up 35 percent from last year amongst connected TV viewers. Meanwhile, people in the country are watching 19 percent less traditional TV than they did the year before.

 

IAB more people have connected TVs this year

Read more…

This article was originally posted on VideoInk and is reposted on [a]listdaily via a partnership with the news publication, which is the online video industry’s go-to source for breaking news, features, and industry analysis. Follow VideoInk on Twitter @VideoInkNews, or subscribe via thevideoink.com for the latest news and stories, delivered right to your inbox.

 

App Install Ads Make Their Way To Search

Being able to tie in app install prompts to advertising can be quite effective for both a company and a consumer. The company benefits from more attention to given products, while the consumer has the convenience of installing an app on the fly, without needing to do an additional search through a separate program.

According to TechCrunch, a change has come to Google’s mobile search results for Android devices, which now provides a prompt that automatically ties in any mobile apps that fit in with the search inquiry. As a result, those consumers that were looking for apps relevant to their topic will now have a more direct opportunity to download them through the mobile search results page.

This could essentially mean a spike in business for developers that were looking to spread word-of-mouth on their potential apps. Google has already taken steps to assure that these programs could be found easier, thanks to the introduction of App Indexing back in 2013. This enables the search engine index content from certain apps to link through search results pages. The latest update makes it easier to do that, as relevant content can now be found via apps, even if they aren’t already installed to Android devices.

How deep does App indexing go now Approximately 30 billion links deep, according to Google. It didn’t state just how many developers would benefit from the program, but it’s easy to see that it’s going to be big business for some. App discovery will no doubt play a part in drawing a new audience.

“The goal is for developers to continue to create great content in apps and create deep links into that content so users who have particular questions can directly access that content,” said Rajan Patel, a principal engineer for Google that was close to the project, speaking with TechCrunch.

As far as when the program will grow even further – like to IOS and other mobile-based devices – Patel didn’t provide a timeline, but the team is certainly working on new ways to expand it, in the hopes of improving business for itself, participating developers, and, obviously, consumers that want to discover these new apps in the first place.