Google Play Pre-Registration: What is it and Why it Matters for ASO

The basics of Google Play pre-registration

Pre-registration is enabled through Google Play Console. Its basic principles are:

• A pre-registration campaign can last up to 90 days, after which an app or game must be published;
• Upon launch, all users who pre-registered will receive a push notification to start a download immediately;
• Users can be offered special rewards for signing up for a future install. These can include any in-app products;
• App pre-registration campaigns can be launched in Google Ads to boost traffic during this period;
• Google promotional content can be enabled for pre-registration apps in Google Play Console to increase an app’s visibility further.

In essence, Google Play pre-registration is best suited for apps in their final stages of testing, with a strong value proposition and, preferably, a monetization strategy that could meaningfully reward participating users for pre-registering.

The Google Play store’s team will evaluate an app submitted for pre-registration, so it’s necessary to provide accurate information about the app or game’s content and meet all technical requirements set by the marketplace.

Google Play strongly recommends rolling out a release to a test track and testing your app before starting pre-registration. Be warned that failing to deliver promised rewards to pre-registrees will result in an app being de-listed.

Google Play pre-registration is free. However, we strongly recommend running paid campaigns and using promotional content to support the campaign and maximize its impact upon launch. This is crucial for the future ASO success of a new app.

The main benefit of pre-registration is a stronger launch with a higher download velocity. However, a significant advantage is the impact of pre-registration on Google Play app store optimization (ASO).

How can ASO benefit from Google Play pre-registration?

App store optimization (ASO) will benefit from Google Play pre-registration because downloads, download velocity, and in-app user engagement are strong organic ranking signals for the Google Play algorithm. The algorithm relies on genuine user responses to an app to determine its visibility in organic search results and exploration sections (editorials, curated content, and other sections relevant to app features).

Google Play pre-registration, significantly amplified by a Google Ads App pre-registration campaign (or any other for that matter), may give an app a substantial boost that will help its store listing rank higher and maintain these positions.

Google Play pre-registration will help deliver enough data to the algorithm to increase an app’s chances for better rankings and features. A surge in pre-registrations, followed by many installations after launch, is good evidence of the app or game being fresh and exciting. Additionally, new users will potentially rate and review the app after launch, strengthening this effect.

This effect is similar to the verified impact of the App Store’s pre-order campaigns in Apple Search Ads on an app’s organic rankings.

Pre-registration on Google Play & ASO: tips & best practices

Google Play pre-registration can help ASO and vice versa. Make the two work together for the best results and a successful launch.

Leverage ASO to deliver the best possible store listing experience for your users

ASO will be the foundation of your app’s pre-registration promotion. The app title, icon, screenshots, and video preview must be top-notch to encourage users to submit to an unfinished app that’s 90 days away.

A pre-registration app will likely be featured and appear in Google Play search results, implying that finalized keyword research and implementation in the app title and long and short descriptions are necessary.

For pre-registration, the presentation must be exceptional, highlighting key selling points, potential rewards for early subscribers, and why waiting even 90 days for a release will be worth it.

Localize your app and store listing

App localization is absolutely necessary if you’re launching an app in more markets. People show more interest in apps that are presented in their native language. A pre-registration app should be presented in the language of a given market. Making your app relevant to local audiences is a critical part of ASO and will significantly impact conversion rates.

Use a custom store listing

A custom store listing on Google Play will help you personalize your content for various audiences coming from all sorts of paid user acquisition campaigns. Users coming from Meta or TikTok campaigns may differ considerably from those exploring Google Play and discovering your app organically.

You can make your app more locally relevant, which is especially important for markets with the same language but different cultures that happen to fall under the same, broader locale. For example, a food delivery app may need to display different assets to users from Germany and Austria.

Maximize the impact of the 90-day pre-registration period

Maximize the impact of pre-registration by investing in paid user acquisition. There aren’t many apps available for pre-registration per market on Google Play, so your app will most likely gain some visibility for users exploring the marketplace. However, only paid campaigns have the potential to guarantee the accumulation of a significant user base before release.

The bigger the user base, the easier it is for the algorithm to evaluate your app, and more users will rate and review it after release. It’s only 90 days, so do your best to maximize profits during this period.

Introduce special rewards for users who pre-register.

Special rewards for users who pre-register are optional but highly recommended. However, checking out pre-registration games on Google Play shows that most don’t offer special rewards. Use this to your advantage to stick out from the crowd.

Test & deliver on your promises.

Test your app before pre-registration and make sure all critical components work. Failing to deliver in-app rewards may result in an app being delisted from Google Play. Pre-registration will likely speed up accumulating user ratings and reviews, so you’ll have less time to react to them should any bugs slip. Carefully monitor and manage your reviews.

Make sure you follow the requirements and guidelines set by Google Play Console while submitting an app or game for pre-registration. Reward delivery is a critical issue, as an in-app product needs to be fully functional and active, and users need to be notified properly about it. Please refer to the official Google Play Console documentation for technical details.

Leverage Google promotional content

Promotional content allows developers to promote various in-app activities and content directly on the Google Play Store. This feature is equivalent to in-app events on iOS. 

Google Play allows for five types of promotional content: events, major updates, offers, crossovers, and pre-registration announcements.

Promotional content appears on an app’s store listing. It may be featured in various exploration surfaces (collections of recommended apps), helping users discover new activities and offerings related to apps they may be interested in.

Think of leveraging promotional content beyond pre-registration, well into launch, to maximize the hype and capitalize of higher user engagement with a new and fresh app.

Final words

Pre-registration enhances app launch success on the Google Play store by generating early user interest and building anticipation. It contributes to higher visibility and user engagement upon release, increasing the probability of an app or game ranking higher, provided strategic app store optimization (ASO) is also in play. ASO starts before launch. Secure your Google Play debut with App Radar.