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Accessed: 2026-06-26

Core Google description

Google Play pre-registration lets developers build excitement and awareness for apps and games in selected countries before publishing them on Google Play.

After pre-registration is enabled, users can visit the store listing, learn about the app or game, and pre-register. When the app is published later, all pre-registered users receive a Google Play push notification to install it. Eligible devices can also auto-install the app or game on launch day if the user opted in.

Users who already have a test version installed will not receive a push notification.

Preparation

Google recommends preparing before switching on pre-registration:

  • Create a complete store listing with graphic assets and translations.
  • Prepare to drive traffic to the pre-registration listing through deep links, social media, press, email newsletters, and other channels.
  • Use Google Play’s official pre-registration badge in external marketing.
  • Upload app bundles to specify supported devices; Play Console uses the app manifest to determine which devices can pre-register.
  • Choose countries and regions where pre-registration should be available. These are based on where the user is registered on Google Play, not their physical location.

Timing and country rules

  • Countries and regions can be added after the pre-registration campaign starts.
  • The 90-day window for a country starts when pre-registration becomes available in that country for the first time.
  • If the app or game has not launched within 90 days in any country where pre-registration is active, the campaign is terminated in all countries and new pre-registration campaigns cannot be started.
  • To launch from pre-registration, the app or game must be published on the production track in the selected countries.

Rewards

Google Play supports optional pre-registration rewards.

  • A reward gives users a one-time product for free after they pre-register.
  • Rewards must be set up before switching on pre-registration in countries where rewards will be used.
  • Rewards cannot be changed while an active pre-registration campaign exists.
  • Failure to deliver promised pre-registration rewards may result in app suspension from the Play Store.
  • Rewards can be tested with promo-code-style flows for the one-time product.

Ads and best practices

Google Ads supports App campaigns for pre-registration on Android.

  • The ads link to the app or game listing on Google Play.
  • Campaigns can run on Google Play, YouTube in-stream, the Display Network, and apps/mobile websites.
  • Google Ads describes this campaign type as Android-only.
  • For Google Ads pre-registration campaigns, the app or game APK needs to be uploaded to at least one release track in Play Console.
  • The app or game needs to launch within 90 days after pre-registration is made available in Play Console.
  • Google best-practice snippets recommend enabling pre-registration before pre-launch marketing begins; for most campaigns, 3 to 6 weeks is enough.