Launch guideGames
How to launch a mobile game
Mobile games launch through the same stores as apps, with more weight on video and pre-launch demand. Google Play pre-registration can notify interested players on launch day, and a preview video matters more for games than for most apps. Many studios soft-launch in a few countries first to test retention before spending on a global launch.
Updated · platform facts checked against the official docs linked below
At a glance
Where people find mobile games
- App Store and Google Play: Search, charts and editorial features. See the iOS and Android guides for asset specs.
- Pre-registration: Builds a launch-day notification list on Google Play.
- Gaming communities: Subreddits, Discords and forums for your genre.
- Short-form video: Gameplay clips on TikTok, Shorts and Reels.
- Streamers and creators: Send keys or early builds to creators who play your genre.
Assets to prepare
| Asset | Spec or guidance |
|---|---|
| Gameplay trailer | App Store previews are 15–30 seconds; Google Play uses a YouTube link.[4] |
| Screenshots | Per-store sizes (see the iOS and Android guides). |
| Feature graphic | 1024×500 for Google Play.[3] |
| Press kit | Logo, key art, screenshots, trailer, fact sheet (checklist). |
| Discord server | For players, feedback and updates. |
Store and listing rules
What the platform itself says, with a link to the page we checked.
- Google Play pre-registration campaigns can last at most 90 days; one pre-registration reward per app lifetime.[1]
- New personal Google Play accounts need 12 testers in a 14-day closed test before production.[5]
- External TestFlight builds need Beta App Review approval.[2]
A 4-week launch timeline
Week 1 · four weeks out
- Start the Play closed test and a TestFlight external group.
- Set up a Discord for players.
- Record gameplay for the trailer.
Week 2 · three weeks out
- Open Google Play pre-registration.
- Make store assets and the trailer.
- Build the press kit.
Week 3 · two weeks out
- Soft-launch in a few countries if you can, and watch retention.
- Send builds to genre creators.
- Prepare store descriptions.
Week 4 · launch week
- Fix what the soft launch shows.
- Submit final builds for review.
- Schedule launch posts and clips.
Launch-day checklist
- Go live on both stores; pre-registered Play users get notified.
- Post gameplay clips and a Discord announcement.
- Email press and creators with the press kit.
- Watch crash rates and reviews; reply to reviews.
After launch: SEO steps
Launch boards reset; search pages don't. These steps keep people finding you after launch week.
- Build a game website with trailer, screenshots, FAQs and store links.
- Publish patch notes as pages.
- Target "{genre} game for iPhone/Android" searches.
Common mistakes
- No trailer, especially on Google Play where it's recommended for games.
- Global launch before checking retention.
- Missing the Play testing requirement for new accounts.
Templates for this launch
- Press kit checklistEverything a launch press kit needs: logos, screenshots, demo video, fact sheet, founder bios and contact, with sizes that fit launch boards and stores.
- Release notesRelease notes for a notable launch or version: what's new, why it matters, how to use it, upgrade steps and known issues, with a filled example.
- Beta invite emailA beta invite email that sets expectations: what's ready, what's rough, what you need from testers and how to report bugs, with a filled example.
- Launch thread for XA copy-paste launch thread for X: hook, problem, demo, how it works, proof, offer and ask, with a filled example and the 280-character rule.
Where to list it and how to rank it
Where to submit your mobile game, and the SEO plan that fits it.
- Directory categoryMobile app directories: where to submitDirectories and review sites for iOS and Android apps, each checked on its own site: pricing, link type, review…
- SEO playbookSEO & AI search playbook for gaming studiosAn official site with patch notes, guides and a press kit, alongside the stores and wikis players use.
FAQ
How does Google Play pre-registration work?
Players pre-register on your listing for up to 90 days and receive a notification when the game launches. You can offer one reward per app lifetime.
How do I beta test a mobile game?
Use TestFlight on iOS (up to 10,000 external testers after Beta App Review) and a closed test on Google Play.
What's a soft launch?
Releasing in a few countries first to test retention and monetization before a global launch.
Do games need a website?
Yes: press, creators and players look for a site with the trailer, press kit and store links.
Sources
- Play Console Help: Pre-registration
- Apple Developer: TestFlight
- Play Console Help: Add preview assets
- App Store Connect: App preview specifications
- Play Console Help: Testing requirements for new personal developer accounts
Checked . Platforms change their rules; open the source before you rely on a number.
Related launch guides
- How to launch a browser gameLaunch a browser game: itch.io upload limits, CrazyGames' basic-then-full launch, Poki's developer program, playtesting and game pages that rank.
- How to launch an iOS appiOS app launch guide: App Store screenshot sizes, text limits, review times, TestFlight, guideline traps like account deletion, and web SEO for your app.
- How to launch an Android appAndroid launch guide: Play Console assets and text limits, the 12-tester closed test for new accounts, review times, pre-registration and web SEO.