Launching a mobile app or game to the market in 2025 seems like a no-brainer because of the low barrier to entry when it comes to setting up a development account and publishing a game or app. On the other hand, the number of competing games and apps that already have significant downloads, established teams, the history of games or apps in the App Store and Google Play, and well-developed organic campaigns raise concerns for new developers. the evolution of the Google Ads advertising ecosystem (transitioned to a universal UAC campaign promoting apps a few years ago) and the The continued changes tracked in i0S (transition from IDFA to SKAdNetwork) are also not helpful to advertisers.
The ability to market apps in the App Store and Google Play has been improving for several years. in 2025, almost no one had heard the phrases Soft-Launch, pre-registration or pre-order. Today, most developers don't need to promote mobile apps before launching and collecting landing pages from "subscribed" users. One option that allows you to bring people together who are interested in a given game or app is pre-registration on Google Play and pre-orders on the App Store.
What is Google Play pre-registration?
Pre-registration allows you to launch your product page and publish your app or game 90 days before the official release date. This means that a game or app cannot be pre-registered for more than 90 days.
Your game or app will appear on Google Play, but will not be available for download. Users can only subscribe to the waiting list from the Google Play level. Subscribers to the list will receive push notifications when you publish your mobile app, or the app will be automatically installed on the user's device.
Google Play recommends deploying the app to a test track before pre-registration. Google Play allows you to pre-register up to 2 apps or games in your developer account.
Publishing your app in pre-registration mode is also associated with the preparation of materials (icons, screenshots, promotional videos). You can pre-register in a selected number of countries. If you test your game or application on a selected number of users, for example in the Philippines, Mexico or other countries, you can keep the game in the pre-registration stage. On the same day you do this, you can encourage users with prizes in the game (pre-registration allows a prize). Google Play allows you to view statistics during pre-registration. Using the Google Play console panel, you will be able to check how many users you have acquired in each country/region.
Turn on pre-registration on Google Play
- To enable pre-registration, log in to your Google Play admin center.
- Select the app you want, then go to Release Management, then App Publishing.
- Scroll down to the Pre-registration section and click Manage
- Select the country for which you want to enable pre-registration
That's it! Once Google Play approves the pre-registration, you will be able to find your app on Google Play under the Pre-registration section.
When your app is ready to be published, go to the Pricing and Distribution section of the Google Play console and set your app to be available.
How Can ASO Benefit from Google Play Pre-Registration?
Google Play pre-registration can significantly boost App Store Optimization (ASO) by driving early user interest, which translates into stronger organic ranking signals like high download volumes, fast download velocity, and user engagement. These indicators help Google Play’s algorithm determine an app’s relevance and visibility in search results and recommendation sections.
Pre-registered apps are often featured throughout the Play Store, similar to newly released or updated apps, giving them more exposure before launch. When paired with Google Ads pre-registration campaigns, this feature can greatly increase awareness and downloads, which can lead to better store rankings.
A successful pre-registration campaign creates a surge in installs upon launch, signaling popularity and freshness to the algorithm. Early adopters may also leave positive ratings and reviews, further strengthening the app’s credibility and visibility.
This process works much like Apple’s App Store pre-order campaigns, which have been shown to affect search rankings positively. Overall, pre-registration is a powerful ASO strategy, offering a valuable head start for apps entering the market.
App Store Optimization in pre-registration
One of the most important tasks you must do when preparing your app for pre-registration is to optimize its Google Play product details. Even if users can't download your app, they will still see all your merchandise details and use it to decide whether to sign up for pre-registration.
You'll want attractive, high-quality screenshots and promotional videos of your app. Since no one can download your app yet, the visuals in your item details are the only peek people will get into your app.
Keyword optimization
In addition, you still want your pre-registration to rank high in the search results. Make sure you have optimized your keywords and placed your priority at least 3-5 times throughout the text field.
One of the most effective sources for acquiring subscribers is metadata optimization, based on competitor word analysis,
keyword research and the keyword priority you want to be listed for in the search results.
>>> Suggestions for iOS & Android App Promotion on ASOWorld: iOS Vs. Google Play Store Keyword StrategyRemember that ranking for the right keywords will bring the right audience to your app, thus increasing its visibility and downloads, or in this case, pre-registration speed.
To learn more about Google Play Store Algorithm , you can check our previous articles:
👉 Decoding Google Play Store Algorithm 2024: Comprehensive ASO Guides for Elevating App Rankings
Localize your Google Play product details
If you're launching your app in multiple languages, don't forget about localization. People show more interest in apps that are presented in their native language. Pre-registration is no different. To get their attention, make sure your Google Play product details are fully localized.
>>> App Localization: All-in-One Guide to Expand Market Reach & Boost User Engagement
Paid traffic via Google Ads and Facebook Ads
One of the key issues before starting pre-registration/pre-order is setting goals. For example, many developers want to get as many installs as possible during the launch period, which will translate into ranking positions in specific categories or in certain tabs in Google Play or the App Store. If you are a small or independent developer, investing in additional traffic sources such as Facebook or Google Ads may not be for you. The only thing left to do is metadata optimization (App Store Optimization)
On the other hand, if you represent a larger studio and are interested in getting into the TOP during global launches, or if you want to split your app launch into so-called soft launches and pre-registrations, then it's worth investing in paid traffic sources.
Google Ads allows generic promotions during the pre-registration phase, but you will not make Adwords panels at this level. Such campaigns cost tens of thousands of dollars and are obliged to run for a few days.
Pre-registration ads
When running a campaign in the pre-registration/pre-order phase in Google Adwords, it is worth starting with testing traffic from selected (game-like, PC version) Pre-Rolls and ending with traffic from selected mobile apps. If you intend to run campaigns promoting your app, it is best to work with selected ages, genders and interests.
Combining organic traffic with App Store optimization and adding paid traffic from Facebook Ads and Google Ads can bring you a considerable number of users.
Acquiring mobile users through pre-orders (pre-registration) and tying up the collection of subscribers over tight subscriptions will allow you to achieve a higher conversion rate from save to install.
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