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Instant Games Platform Now Open for All Developers

March 14, 2018ByMichael Weingert

Since we launched the Instant Games platform in closed beta, nearly 200 games have been built by talented developers for Messenger and Facebook. Every major feature we've added to the platform during closed beta, whether it's turn-based gameplay, monetization or livestreaming, has one thing in common: it was built hand-in-hand with game developers to one day make the platform available for all. We've learned a lot from working with our developer partners and have expanded new functionality on the platform to get to where we are today.

On behalf of the entire Instant Games team, we are excited to announce that the platform is available for all developers to build HTML5 cross-platform gaming experiences. New developers can read up by visiting our Instant Games developer documentation page, or start building and submitting games right away at our App page. We've also included a list of recommended HTML5 game engines that we're working with to support the platform.

As part of the platform's expanded availability, we have several new features to announce that will help developers monetize, measure and grow their games:

Ads API now available for all developers

Following our initial tests late last year, we recently rolled out ads-based monetization to all beta-partner developers. All new developers building for Instant Games will have access to our Ads API, as well. Formats include interstitial and rewarded video ads powered by Audience Network. We're seeing some initial, encouraging results from closed beta developers that have integrated Ads. Check out the success story from FRVR , the devs behind Basketball FRVR to learn more.

As originally announced in October, we’re also continuing to test In-App Purchases.

Ads Optimization & Measurement tools

Developers will also have access to our recently introduced Monetization Manager, the new destination for managing monetization and performance with Audience Network. Monetization Manager will help Instant Games developers maximize revenue with advanced optimization tools, simplify management of ad placements across apps, and provide enhanced analytics functionality and deeper reporting. We also added Instant Games specific reporting into Facebook Analytics to help developers understand and optimize the unique social contexts of the platform.

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Cross-promotion & Deep linking

As developers build audiences on Instant Games, it's critical to be able to cross-promote between relevant games on the platform. With Game Switch API developers can now cross-promote new games or game updates to its existing player base across the Instant Games platform. Developers can also now create deep links to directly send players to their game outside of Facebook and Messenger channels.

Dynamic Ranking updates

During our closed beta, we've honed our ranking algorithm to dynamically surface relevant games based on recent play habits and interests. Our updated ranking algorithm is designed to help developers reach a wider and more relevant audience of players.

Ad Units Coming Soon for User Acquisition

In addition to cross-promotion, ranking and deep linking, we'll soon roll out the ability for Instant Games developers to build ad campaigns to acquire new players across Facebook. Ad units for Instant Games will take players directly from clicking an ad to playing a game.

General Platform Improvements & Updates

Along with these updates, we've made lots of general improvements in order to ready the platform for broad developer availability. That includes making it easy for developers to submit and launch games directly on the platform, enable players to sign up for bot subscriptions and add home screen shortcuts to help with re-engagement, making updates to in-game leaderboards and more.

To learn more about building for the Instant Games platform, join the Facebook Gaming team at GDC SF on Monday March 19 for its annual Developer Day. We'll share more about the latest product and engineering updates and include insights and learnings from some of the most successful Instant Games developers.

From all of us on the Facebook Gaming and Messenger teams, thank you to all of our closed beta developers that have helped us evolve the Instant Games platform into what it is today. We're just getting started, and we can't wait to continue building the future of games together.