App Store Launch & ASO

App title and subtitle optimisation for discoverability. Keyword research and selection covering the App Store keyword field and Google Play description keywords. Screenshot design that showcases gameplay (not just raw captures) with platform-specific dimensions for every required device class: iPhone 6.7", 6.5", iPad Pro 12.9", Android phone, and Android tablet. Video preview creation guidance for App Store autoplay previews and Google Play promo videos. Localised listings for target markets with metadata translation and cultural adaptation. A/B testing of store listings where the platform supports it (Google Play Experiments). Feature graphic and icon design guidance based on what actually performs well in search results and browse, not just what looks good in isolation.

Privacy manifest creation for iOS (PrivacyInfo.xcprivacy) covering all APIs and SDKs in the build. This has been the single most common rejection reason for Unity games since 2024. App Tracking Transparency (ATT) implementation and testing. Google Play data safety declaration covering all first-party and third-party data collection. Content rating questionnaires (IARC) completed accurately for all target markets. COPPA and GDPR-K compliance verification for children's games. Loot box probability disclosure where required by platform policy. Our Monetisation service covers the commercial design side; we handle the compliance requirements here.

Binary upload and build configuration: bitcode, architectures, minimum OS version. In-app purchase product setup with pricing tiers, descriptions, and review screenshots for each IAP. Subscription configuration including trial periods, grace periods, offer codes, and introductory pricing. Review notes for Apple explaining non-obvious features and providing demo accounts if needed. Managing reviewer feedback and resubmission cycles. Expedited review requests when critical fixes are needed post-launch. We communicate directly with review teams so you do not have to interpret cryptic rejection codes.

Staged rollout strategy: Google Play percentage rollout and phased release on App Store. Launch-day monitoring covers crash rates, ANR rates, review sentiment, and download velocity. A hotfix pipeline is established before launch so critical bugs found post-launch can be submitted within hours, not days. Post-launch ASO iteration based on actual search term performance and conversion data. Review management and response strategy to maintain your rating during the critical first weeks. Check your launch readiness with our free Platform Readiness Checklist.

Missing or incorrect privacy manifest is the most common rejection for Unity games since 2024. Apple requires a PrivacyInfo.xcprivacy file that declares every API and SDK that accesses user data, device identifiers, or restricted APIs. Unity's own frameworks trigger several required declarations that developers often miss. IAP flow issues: unclear pricing, missing "Restore Purchases" button, confusing subscription terms, or IAP that does not deliver its promised content. Guideline 4.3 (spam): apps too similar to existing apps or that lack sufficient content. Performance issues: crashes on launch, excessive loading times, or unresponsive UI detected during review. Incomplete metadata: missing screenshots for required device classes or inaccurate content ratings. We audit every build against Apple's current guidelines before submission. Our pre-submission checklist covers all of these failure points.

Data safety declaration mismatches: declaring "no data collected" while an SDK in the build collects device identifiers. Google's automated scanning detects discrepancies between your declaration and the actual code. Target API level too low: the build does not meet Google's current minimum API requirement, which increases annually. Families Policy violations: content or ads that do not comply with Google's children's programme requirements. Missing AAB format: submitting APK instead of Android App Bundle for apps over 150MB. Deceptive behaviour flags: permissions requested that the app does not obviously need, triggering manual review.

Login walls that prevent reviewers from accessing content. Both Apple and Google reviewers must be able to experience the full app without creating an account, or you must provide demo credentials in your review notes. Broken or incomplete features in the submitted build. If a button leads to a "coming soon" screen, the submission will be rejected. External payment links that bypass platform billing are strictly enforced on both iOS and Android. Further reading: Platform Readiness Before Launch.

Game screenshots need to show gameplay, not menus. The first screenshot determines whether a user scrolls further or moves on. We design screenshot sequences that communicate the core gameplay loop within the first two frames. Video previews are disproportionately important for games compared to other app categories. A 15-second gameplay clip converts better than any static screenshot. App Store autoplay previews are especially powerful because they start playing silently as users browse. We advise on clip selection, pacing, and the text overlays that drive installs.

Game keyword strategy targets genre terms ("idle tycoon", "4X strategy"), mechanic terms ("base building", "match-3"), and comparison terms ("games like Clash Royale"). This is different from utility app keyword strategy, which focuses on functional terms. Ratings and reviews matter more for games than most app categories. A game below 4.0 stars loses significant organic traffic. Review prompt timing and in-game prompting strategy are critical for maintaining a healthy rating. We implement smart review prompts that trigger after positive gameplay moments rather than interrupting flow.

Category and sub-category selection affects browse visibility. Choosing a less competitive sub-category can improve featuring chances and chart ranking. We advise on category strategy based on competitive analysis of your target genre. Platform featuring (being highlighted by Apple or Google editorial teams) remains the single highest-impact event for game discoverability. While featuring cannot be guaranteed, we ensure your listing, screenshots, and build quality meet the standards that editorial teams look for when selecting featured games.

Update submission management for new builds, changelogs, and incremental feature releases. Seasonal event and content update coordination with store featuring opportunities. Responding to platform policy changes: Apple and Google update their guidelines several times per year, and non-compliance with new policies can result in removal. Annual compliance maintenance: updated privacy declarations, new SDK requirements, changed content rating criteria, and updated minimum API levels. Our Mobile Development service handles the development side; we handle the store pipeline.

Store listing A/B testing and iteration based on conversion data. Keyword strategy refinement as search trends shift and competitors enter the market. Review monitoring and response strategy to maintain your rating and address player concerns publicly. For games with monetisation, ongoing ASO is directly tied to revenue: a 10% improvement in conversion rate at the same traffic level is a 10% revenue increase with no additional marketing spend.