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Google Play premium growth tools

Google Play offers a range of tools and features to help you expand your audience and maximise revenue. Additional premium growth tools are available to apps and games that meet our eligibility criteria.

To see if your title is eligible, go to the promotional content page in Google Play Console.

Included tools and features

This list will expand over time:

Eligibility criteria

To qualify for access to premium growth tools, you must be a developer in good standing on Google Play. In addition, your app or game must meet the following thresholds, and be in a supported category.

Thresholds

Apps in the dating category All of the following must be met:

  • At least 120,000 MAU daily over the previous three months

  • At least $350,000 USD/month in consumer spend in each of the previous three calendar months

  • Not targeted to a limited audience, for example religion, ethnicity age or sexual preference
Apps and games in all other supported categories One of the following must be met:

  • At least 1.6 million MAU daily over the previous three months, AND a minimum of 1.6 million active installs

  • At least 2 million MAU daily over the previous month, AND a minimum of 2 million active installs

  • At least $40,000 USD/month in consumer spend in each of the previous three calendar months

  • At least $50,000 USD in consumer spend in the previous calendar month

Supported categories

All categories are supported in full unless otherwise specified below.

Where categories are partially supported, titles in these categories are only eligible for promotional content if they are in one of the specified subcategories, and also not in any other subcategories outside the specified list.

Category

Status

Supported subcategories
Apps

Business

Partially supported
  • Employment and career
  • Social network

Dating

Partially supported

Apps not targeted to a limited audience, for example religion, ethnicity, age, gender or other preference

Finance

Partially supported

N/A

Medical

Not supported

N/A

News

Partially supported
  • Sports news

Parenting

Not supported

N/A

Tools

Partially supported
  • AI playground
  • Browsers
  • Storage and backup

Video players

Not supported

N/A
Games

Casino

Not supported

N/A

Note: Your app's category is assigned by Google Play and can be found on your store listing under 'About this app'.

Reduced thresholds for qualifying developers and titles

Eligibility thresholds are reduced in the following cases:

  • You are a developer in the Google Play Partner Programme

  • You are a developer in the Media Experience programme

  • Your title has consistently maintained a top 10 ranking by 28DAU on every day of the previous calendar month, in at least one of the following countries and categories:

    • Countries: Argentina, Bangladesh, Brazil, Egypt, France, Germany, India, Indonesia, Italy, Japan, Mexico, Pakistan, Philippines, Russia, South Korea, Thailand, Türkiye, United Kingdom, United States, Vietnam

    • Categories: Entertainment, Music and audio, Health and fitness, Sports, Beauty, Lifestyle, Books and reference, Food and drink, Shopping, Travel, Education, Social

Reduced thresholds

At least 800,000 MAU daily over the previous three months, and a minimum of 800,000 active installs.
At least one million MAU daily over the previous month, and a minimum of one million active installs.
At least $20,000 USD/month in consumer spend in each of the previous three calendar months or at least $25,000 USD in the previous calendar month.

Access to premium growth tools for new launches

Premium growth tools are available to support new app and game launches for developers as follows:

Developers in the Google Play Partner Programme for Games

Your new game launches automatically get access to promotional content for a minimum of two quarters after you launch. After this time, you'll lose access unless your game meets the reduced thresholds.

Developers in the Media Experience Programme

Your new app launches automatically get access to promotional content for a minimum of two quarters after you launch. After this time, you'll lose access unless your app meets the reduced thresholds.

Frequently asked questions:

For existing titles on Google Play

For new title launches on Google Play (for developers in the Google Play Partner Programme for Games or Media Experience Programme)