Google is rolling out solutions aimed at helping mobile game developers to grow their business through advertising, less than a week after introducing a way for developers to monetise their apps through users who don’t want to make in-app purchases.

The internet giant is launching ‘app campaigns for engagement’ in Google Ads, helping developers to get inactive users back playing their games. Through the solution, developers are able to encourage lapsed players to complete the tutorial, introduce new features added since the player last played, or get someone to open the game for the first time on Android, among other things.

Building on the introduction of rewarded products last week, Google has also added new smart segmentation features in Google AdMob, making use of machine learning to segment players based on the likelihood of them spending in-app. Ad units with smart segmentation will only show ads to people who the technology has deemed unlikely to make in-app purchases.

“Acquiring and retaining users is important, but retention alone doesn’t generate revenue,” said Sissie Hsiao, VP of product for mobile app advertising at Google, in a blog post. “Our internal data shows that, on average, less than four percent of players will ever spend on in-app items. One way to increase overall revenue is through ads. However, some developers worry that ads might hurt in-app purchase revenue by disrupting gameplay for players who do spend.”