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Launch guideDesktop and mobile apps

How to launch an Android app

If you have a new personal Google Play developer account, your launch plan starts two weeks before you think it does: Google requires at least 12 testers opted into a closed test for 14 days in a row before you can apply for production. Plan that test as your beta. After that, the store listing's title, short description and feature graphic carry most of the discovery.

Updated · platform facts checked against the official docs linked below

At a glance

New personal accounts
12+ testers opted in for 14 continuous days[1]
Registration
$25 one-time[2]
Text limits
Title 30, short description 80, full 4,000[3]
Review
Can take up to 7 days or longer in exceptional cases[4]

Where people find Android apps

  • Google Play search and categories: Title and short description matter most for search; the feature graphic shows in browse.
  • Pre-registration: Collect pre-registrations for up to 90 days; users get a notification at launch.
  • Product Hunt: Good if your app also has a web or iOS presence; lead with the phone UI.
  • The niche community: Where your users talk about the problem the app solves.

Assets to prepare

Assets to prepare before launch
AssetSpec or guidance
App icon512×512, 32-bit PNG, max 1024 KB.[5]
Feature graphic1024×500, JPEG or 24-bit PNG, no alpha. Required.[5]
ScreenshotsAt least 2 across device types, up to 8 per type; phone sides 320–3,840 px, long side no more than twice the short.[5]
Preview videoA YouTube URL; recommended especially for games.[5]
Title30 characters max; no "Free", "#1" or emoji.[3]
Short description80 characters max.[3]

Store and listing rules

What the platform itself says, with a link to the page we checked.

  • Personal accounts created after November 13, 2023 need 12 testers opted in continuously for 14 days before applying for production access. Testers who leave early don't count.[1]
  • No ranking or promo claims in metadata ("#1", "Best of Play", "10% off"), and no irrelevant emoji or caps.[3]
  • Some accounts and apps get extended reviews of up to seven days or longer in exceptional cases.[4]
  • Pre-registration campaigns last at most 90 days; you can offer one pre-registration reward per app lifetime.[6]

A 4-week launch timeline

  1. Week 1 · four weeks out

    • Register the developer account and verify identity.
    • Recruit at least 15 closed testers (a buffer over 12) who'll stay opted in.
    • Start the closed test on day one of this week.

  2. Week 2 · three weeks out

    • Collect feedback and ship fixes to the closed track.
    • Write the title, short and full description.
    • Make the icon, feature graphic and screenshots.

  3. Week 3 · two weeks out

    • Keep testers opted in; the 14 days must be continuous.
    • Set up pre-registration if you want a notification at launch.
    • Build the landing page with a Get it on Google Play link.

  4. Week 4 · launch week

    • Apply for production access once the test requirement is met.
    • Submit the production release; leave room for review.
    • Prepare launch posts and the email to testers.

Launch-day checklist

  1. Roll out to production (a staged rollout lets you watch crash rates).
  2. Email testers and the waitlist.
  3. Post in the niche community and on LaunchRanked.
  4. Watch Android vitals and reviews; reply to early reviews.

After launch: SEO steps

Launch boards reset; search pages don't. These steps keep people finding you after launch week.

  1. Give the app a web page with real content and a Play link; the Play page ranks mostly for your name.
  2. Add SoftwareApplication markup with operatingSystem: Android and price.
  3. Target task searches ("{job} app Android") with feature pages.
  4. Localize the listing for your biggest markets.

Common mistakes

  • Not knowing about the 12-tester, 14-day requirement until launch week.
  • Testers who opt out early, restarting their clock.
  • "Free" or emoji in the title, which breaks the metadata policy.
  • Launching without a feature graphic, which is required.

Templates for this launch

FAQ

Do I need 12 testers to publish on Google Play?

If you have a personal developer account created after November 13, 2023, yes: at least 12 testers opted into a closed test for the preceding 14 days, continuously, before you can apply for production.

How long does Google Play review take?

Google says some accounts and apps get extended reviews of up to seven days, or longer in exceptional cases.

What are the Play Store text limits?

Title 30 characters, short description 80 characters, full description 4,000 characters.

Is pre-registration worth it?

It lets people sign up before launch and get a notification when you go live. Campaigns can run up to 90 days.

Sources

  1. Play Console Help: Testing requirements for new personal developer accounts
  2. Play Console Help: Get started with Play Console
  3. Play Console Help: Metadata policy and store listing
  4. Play Console Help: Prepare your app for review
  5. Play Console Help: Add preview assets
  6. Play Console Help: Pre-registration

Checked . Platforms change their rules; open the source before you rely on a number.

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