Create promotional content

 After you've created your event, you must add the following information:

• Event name: An internal event name that is only displayed in Play Console.
• Event type: Choose an event type (see Types of promotional content).
• Countries/regions: One or more countries or regions where this event will be displayed
• Start date and time and End date and time: The start and end dates and times for your event, which can have a maximum duration of four weeks. The same event can be run across multiple countries with different start and end dates:
  • Select +countries/regions to choose one or more countries to have the same start and end dates.  
  • Repeat this for additional countries that share different start or end dates
  • Note the following:
    • Events should all start within the same quarter and each event will consume one item of quota.
    • Offers can be set to have no end time. This is useful when you have a standard offer for a type of user, such as a new-starter offer. Selecting this will automatically set eligibility for your offer to new users only. We plan to introduce more eligibility criteria such as buyer-state, time since the last engagement, and churned users in the future.
    • Major updates have a set duration of 28 days, and pre-registration announcements have a set duration of one week.
    • Preview event: Choose whether or not you want to show your event on Google Play before its start time and specify a number of days before your start date, up to a maximum of 14 days. This allows users to choose to be notified when your event begins. Preview events are selected by default, so make sure you change the selection if you don't want to show your event before the start date. You cannot preview offers.
• Choose audiences: You can choose to target different audiences, these are defined by Google Play:
  • Everyone or potential users:
    • Everyone: Everyone on Play who already has your app, or is eligible to install it
    • Potential users:Users who have never installed your app from Play
  • A specific audience: Note: Buyer state options are only compatible with purchases that use Google Play billing system.
    • User state:
      • Churned users: Users who uninstalled your app
      • Lapsed users: Users who haven't opened your app in the last 28 days
      • Lapsed and churned users: Users who uninstalled your app, or haven't opened your app in the last 28 days
    • Buyer state:
      • Non-buyers: Users who installed but never bought from your app
      • One-time buyers: Users who only bought from your app once
      • Repeat buyers:Users who bought from your app more than once. This includes subscription payments.
      • Lapsed buyers: Users who bought from your app, but haven't bought in the last 180 days
    • Custom audiences: You can create your own audiences based on your data that is unique to your users. Learn more.
    • Note: Buyer state options are only compatible with purchases that use Google Play billing system.

• Request featuring: You can request to have your events featured. A limited number of events can be featured each quarter. The available slots reset at the beginning of each quarter, and the quota depends on the target audience. Typical allocations are as follows:
  • Events targeting a broad audience (all users or potential users):
    • Game developers: 4 featuring slots per quarter.
    • App developers: Up to 3 featuring slots per quarter.
  • Events targeting a specific audience:
    • Game developers: 2 featuring slots per quarter.
    • App developers: 2 featuring slots per quarter
  By default, your events will appear on your store listing. Events that meet our quality guidelines may also show up on high-visibility areas of Google Play, including the homepage and search results. You can create as many events as you'd like each quarter without requesting featuring.

  In addition, you can request featuring to signal to Google that you'd like this event to be featured more prominently. You can do this for a limited number of times each quarter

  • Four times for any event type targeting everyone and potential users.
  • Two times for any event type targeting a specific audience which may be user state, buyer state, or a custom audience.

  Important: Events that request featuring must be submitted at least 14 days prior to the event start date.

  In addition, you can request featuring to signal to Google that you’d like this event to be featured more prominently. You can do this a limited number of times each quarter:

Events that request featuring have a greater chance of showing up more prominently on key surfaces such as top of the homepages, in search, and in the future across more of Google Play and beyond. This radically increases the potential spread, visibility, and value.

How featuring works

• We calculate a quota based on your event's start time and the quarter it's scheduled for.
• The quota count on the page updates only after you submit an event, not when you just request featuring.

An event uses your quota only if:

• You requested featuring for the event;
• The event starts in the current quarter; and
• You submitted the event (not a draft).

An event won't use your quota if:

• It's a draft;
• You cancel it before it starts; or
• You resubmitted it after it failed a quality review.

Draft events scheduled cannot be submitted if you have exceeded your quota.

Deep linking

You can use deep linking to direct users to specific content and track their engagement. Add deep links to your events to guide users to a precise location within your app. This not only improves user experience but also allows you to monitor the effectiveness of your events by tracking user actions initiated from those deep links. Learn more.

Next, provide the following text and graphical assets event:

• Tagline (required): Make sure that your tagline is descriptive and specific to your event. Don’t use a generic tagline that could be reused for other events or by other titles. If you're configuring an offer, include the items that are being discounted, and by how much. For example: "Holiday sale! 25% off when you spend over $50," "New course: try Prince’s Highway this weekend and unlock your exclusive legendary car," or "Buy any 4 books for the price of 3."
• Description (required): Don't duplicate your tagline text in your event’s description; it will be shown alongside the tagline in Google Play. Make sure that your description is relevant to the event. If you're configuring an offer, include any relevant limitations or conditions, such as eligibility, total number available, number per user, or how to claim. The description should be as expressive as possible so that even users who may not know your app or game would understand it. See description requirements.
• Animated image (optional): Aim for animations that clearly and concisely communicate the core message of your event, update, or offer. A great animation is both informative and engaging. Ensure the animation is smooth, does not have cutoff zone issues, and does not contain text such as brand logos, slogans or app/game names. See animation requirements.
• Primary image (required): Make sure your image is relevant to the event and helps users to visualize the event. Don't include any text on images (including brand logos, slogans, or app/game names), and don't include critical visual elements into cutoff zones. See image requirements.
• Square image (required): Required to be shown on various Google Play surfaces and lists. See image requirements.
• Video (highly recommended): This must be a public YouTube video with monetization turned off. See video requirements.

We recommend that you localize your event into different languages so you can reach users in different countries, similar to custom store listings. Select Manage translations > Manage your own translations and select the additional languages you’d like to provide for your event.

Note: Other languages will use the graphic assets you uploaded in step 3 by default. You can manually provide locale-specific assets by selecting a language and uploading the required graphic assets for each locale.

Click Submit event to publish it on Google Play. You can click Save as draft to save your work without submitting it to Google Play.

Important: You can’t edit your event after you submit it, so double-check your work before submitting it.