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Promotional content

Boost awareness of your in-app events, offers and major updates to targeted user groups and countries across the Play Store to improve engagement, monetisation and lifetime value

What is promotional content?

  • Promotional content is available for apps and games that meet our eligibility criteria for premium growth tools.

  • Promotional content allows you to promote fresh and timely content on Google Play, such as special offers, limited-time events, new content and major updates. This helps you to engage with users outside of your app and drive them to open or reinstall your app, or take advantage of offers such as discounts or special deals for new buyers.

  • Running high-quality and frequent promotional content is an important signal to Google Play that you're continually investing in your app. When you submit promotional content, you can request further featuring across Google Play.

  • Apps that submit promotional content and request featuring can see over twice as many explore acquisitions during a featuring window.*

What type of content can be featured?

Offers

  • In-app content discounts, value-add bonuses or rewards.

Time-limited events

  • Competitions and challenges

    Events where people compete for rewards, rankings or to achieve a specific goal

  • Real-time

    Live streaming content, such as a sports match or concert.

  • Special

    Any other type of time-limited event.

Major updates

  • Features and announcements

    A significant update with new capabilities, such as 'Now with multiplayer mode' or 'New video editing tools available'.

  • Content

    Newly created or newly available content, such as on-demand shows, films, performances, music, game levels or characters.

  • Pre-registration update

    Informs pre-registered users of new content, instant app demos, milestone progress or global release announcements.

Where is promotional content displayed on Google Play?

Promotional content is displayed on your app's store listing. In addition, it may also be shown on other Google Play surfaces, like the homepage, search and more. Our algorithm is optimised to display the most relevant promotional content, so not all users will see the same events.

Getting started

Take our Play Academy courses to learn the best practices for submitting and managing your promotional content.

Learn more about getting featured on Google Play

*This is based on our analysis of ~6K high-quality events submitted by over 2K titles in a three-month period from Nov 2023 to Jan 2024. The analysis only looked at events with statistically significant uplift. Just over half of these 6K events had statistically significant uplift, with the median uplift being 106%.