These guidelines are designed to help you create animated promotional content assets that are effective, engaging, and fully compliant with Google Play policies. Promotional content that meets these requirements will have the best chance of reaching a wide audience.
Important Note: All promotional content, including animated assets, must also adhere to the Google Play Developer Program Policies on Restricted Content and the general Content Quality Guidelines. Review those policies thoroughly.
Creating animated assets
Animated assets can be added to promotional content submissions in the Create event page. Within the submission flow, upload the animated asset within the Animation asset box.
Utilize the Preview module on the right side of the Create event page to review your animated asset before submitting. Please note, static images are always required when submitting an animated asset.
Best practices and recommendations
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Clarity and purpose: 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.
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Specificity: Make sure your animation is directly related to the specific promotional content event. Unique animations are more effective.
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Avoid repetition: Create fresh, original animations for each promotional submission to keep your content engaging.
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Focus on the experience: Showcase the excitement and value of the event, update, or offer, rather than just focusing on branding.
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No generic content: Your animation should highlight the specific promotion, not just the app/game title.
Technical specifications
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File format: Lottie Animation (JSON) is required
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File size: Maximum 200 KB.
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Frame rate: 60 frames per second (FPS).
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Duration: Maximum 6 seconds.
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Aspect ratio: 16: 9 aspect ratio
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Looping: Animations will autoplay and loop continuously, so please create a seamless loop. This means avoiding any visible jumps, glitches, or inconsistencies in the animation, creating a smooth, professional look.
Visual design and content
Visual safe zone
- Purpose: This ensures your key visuals are always visible, regardless of the device's screen size or aspect ratio, even if cropping occurs.
- Definition:
- Top margin: 15%
- Side margin (left and right): 20%
- Bottom margin: 20%
- Requirement: We strongly recommend centering all critical visual elements (like your main characters or key objects) within this safe zone. Keeping the focal point towards the center is a best practice.
Text restrictions
- General rule: To ensure clarity and avoid visual clutter, we ask that you do not include text within the animation itself. You can effectively communicate your message through the separate tagline and description fields.
- Prohibited text:
- Brand logos
- Slogans
- Event or major update names
- Offer-related text (for example, "50% off," "Sale")
- Allowed exceptions:
- Text within third-party logos (for example, when showcasing collaborations).
- Text that is an integral part of the product being shown (like a brand name on a character's clothing).
Prohibited elements
- Google Play or other app store logos
- Elements that resemble UI components (such as fake buttons or toggles – anything that might look like a tap target).
- References to Google Play Store ranking, performance metrics, or awards.
Animation style
- For the best visual experience, we strongly recommend that the dominant colors of your promotional image and animation be similar. This will ensure a cohesive and visually appealing presentation.
- We discourage:
- Flashing colors or objects (which can be distracting or jarring).
- Multidirectional, overly complex movement.
- Inconsistent or rapidly changing speeds.
- Rounded corners (the animation should fill the rectangular area completely).
- Generic in-app or in-game footage taken directly from gameplay. Your animation should be specifically crafted for this promotion to stand out.
- We encourage:
- Simple, well-balanced animations that are easy to understand.
- A single, clear focal point to draw the viewer's eye.
- Animations that effectively convey emotion and key information visually.
Color scheme
- To create visually appealing animations, we suggest avoiding solid white (#FFFFFF) or very dark grey as the dominant background or primary color.
- Brighter, more vibrant colors are generally more effective at capturing attention.
Localization
- Requirement: To reach a global audience effectively, please localize your animation for the target locale(s).
- Considerations:
- Ensure the visuals and any symbolism are culturally relevant and appropriate.
- Adapt any visual elements that might have different interpretations in different cultures.