How to market an Android game
Follow these steps in order. Each one is something we do on client work.
- Get the Play listing right. Title, short description, feature graphic, gameplay screenshots.
- Add a promo video. Show real gameplay.
- Use pre-registration if launching. Build demand before launch.
- Run store listing experiments. Icons and screenshots.
- Work with communities. Discord, Reddit, creators.
- Use LiveOps. Events and updates give people reasons to return.
Android game marketing: key rules and context
Listing. Gameplay video and screenshots, genre-clear icon (game icons).
Launch. Pre-registration builds a list before launch; closed testing applies to new personal accounts (closed testing).
Live operations. Promotional content for events and updates.
Quality. Vitals matter for visibility (vitals).
Agencies. See choosing an agency.
Worked example (hypothetical)
This example is illustrative. The app is made up, and so are any numbers in it.
Imagine Neon Racer launches with a feature graphic full of text. We'd swap it for a gameplay moment, test two icons, and plan a launch event for week two.
Common mistakes
- Text-heavy feature graphics. Hard to read.
- No experiments. Guessing.
- Ignoring communities. Missed fans.
- Launch and leave. Games need updates.
If you want this handled for you, our pricing page lists every fixed package.
Google Play listing fields and their limits
Play Console enforces these limits for every language, full-width or half-width characters alike.
| Field | Limit | Policy notes |
|---|---|---|
| App name | 30 characters | No emojis, ALL CAPS (unless brand) or store-ranking claims |
| Short description | 80 characters | First text users see on the detail page |
| Full description | 4,000 characters | Repetitive or irrelevant keywords can lead to suspension |
| App icon | 512 × 512 px, 32-bit PNG, max 1,024 KB | No badges or text implying ranking |
| Feature graphic | 1,024 × 500 px, JPEG or 24-bit PNG | No alpha |
Google Play rules that trip most apps
These come from Play Console Help pages we checked on 26 October 2026.
| Rule | Requirement |
|---|---|
| App title | 30 characters or less; no ranking or price claims, no emojis |
| Descriptions | No repetitive or irrelevant keywords; no misleading claims like "best game ever" |
| Screenshots and video | Must reflect the app's actual experience |
| New personal accounts | Closed test with at least 12 testers opted in for at least 14 days before production |
| Icon | 512 × 512 px; no misleading symbols or ranking badges |
How we measure the result
Growth work needs a baseline. Before changing anything, write down the current impressions, page views, conversion rate and installs from App Analytics and Play Console, by source. After each change, compare the same numbers over a matching period. Separate search traffic from paid and referral traffic so a campaign doesn't hide a drop in organic installs. We keep a simple change log with the date and what changed, so later we can tell which work actually moved installs.
Checklist
Copy this list into your release notes or ticket and tick each item off before you ship.
- Listing ready
- Video
- Pre-registration
- Experiment
- Community plan
- Event calendar
Sources
- Google Play Console Help: Create and set up your app's store listing (accessed 26 October 2026)
- Google Play Console Help: Run store listing experiments (accessed 26 October 2026)
- Android Developers: Android vitals (accessed 26 October 2026)
- Play Console Help: Add preview assets to showcase your app (accessed 26 October 2026)
- Play Console Help: Metadata policy (accessed 26 October 2026)
- Play Console Help: App testing requirements for new personal developer accounts (accessed 26 October 2026)
Questions
Do games need ASO?
Yes.
Is pre-registration worth it?
It builds launch demand.
Do you do paid UA for games?
No.
Should game screenshots show gameplay?
Yes, Play guidelines favour real gameplay.
Can you help?
Yes: Icons A/B, Screenshots A/B.
What size is the Google Play feature graphic?
1,024 × 500 px, JPEG or 24-bit PNG with no alpha.