App & Game Launch Checklist: Google Play & App Store (2026)

2026-08-22

Whether it is an app or a game, what blocks a launch at the last minute is often a store requirement rather than code. On Google Play, a personal account has to keep a closed test running with 12 testers for 14 days before production opens up, and since August 31, 2026, both new apps and updates must target Android 16 (API 36) or higher. Apple only accepts uploads built with Xcode 26 or later, and both stores require privacy and age rating answers. This post is a checklist split into build, store listing, privacy and compliance, testing, and post-launch. Every hard requirement below reflects what I confirmed directly in Apple's and Google's official documentation, and anything I could not confirm is marked as such. The same rules apply to games and to regular apps, and I call out the spots where games tend to get caught.

Schedule First: The Slowest Items

Working through a checklist from top to bottom misses one thing: the items that take the longest have to start first. The Google Play closed test for personal accounts (at least 14 days) pushes your launch back by exactly as much as you delay it, if you only begin after the code is finished. The table below pulls out only the items that drive your release schedule.

Item	Requirement	Source
Play closed test	Personal accounts created after November 13, 2023 must run a closed test with 12 testers opted in continuously for 14 days, then apply for production access. Until then, production release and pre-registration stay disabled. Internal testing has no such requirement	Play Help
Play target API level	Since August 31, 2026, new apps and updates must target Android 16 (API 36) or higher. You can request an extension to November 1, 2026 in Play Console	Play Help
Apple build SDK	Since April 28, 2026, only builds made with Xcode 26 or later (iOS 26 SDK and so on) can be uploaded	Apple Upcoming Requirements

I could not explicitly confirm on the official pages I read whether organization accounts are exempt from this closed test requirement. It is true that the help page scopes the rule to personal accounts, but I will not claim an exemption as fact.

Phase 1: Build

Check	Requirement	Source
Android target API	targetSdk 36 or higher (Wear OS and Automotive: 35 or higher; TV and XR: 34 or higher). Existing apps need 35 or higher to stay available to new users	Android Developers
Android bundle format	New apps have had to publish as Android App Bundles (AAB), not APKs, since August 2021. The maximum compressed download size of the APKs generated for a single device is 200 MB	App Bundle, Play Help
Package name	Unique and permanent; it cannot be deleted or reused. Lock it in before your first upload	Play Help
Android developer verification	From September 30, 2026, in Brazil, Indonesia, Singapore and Thailand, apps installed on certified Android 7+ devices from participating stores must be registered by verified developers. Play auto-registers most apps (about 99%), and you register the rest manually in Play Console. It expands globally in 2027	Android Developers
iOS SDK	Build with Xcode 26 or later	Apple Upcoming Requirements
iOS minimum deployment target	Since September 9, 2026, iOS and iPadOS uploads must target iOS 13 or later	Apple Upcoming Requirements
Export compliance (encryption)	Apps that use encryption must determine and answer export compliance requirements in App Store Connect. You are responsible for the accuracy of your answers	App Store Connect Help
Build identification	The bundle ID and version associate a build with your app, and the build string uniquely identifies the build. I did not find wording saying it "must increase", but bumping it to a new value for every upload is the safe habit	App Store Connect Help

Games built with engines such as Unity or Godot can get stuck on the API 36 or Xcode 26 requirements if the engine version is old. A few weeks before launch, update the engine and your ad and analytics SDKs to the latest stable versions and run a build through. For Android developer verification, check Play Console Home to see whether your package is registered.

Phase 2: Store Listing

Check	Requirement	Source
Play required assets	App icon, feature graphic, short description and screenshots (at least 2 in total) are all required to publish	Play Help
Play character limits	App title up to 30 characters, short description up to 80 characters	Metadata policy
Apple name and subtitle	Name 2 to 30 characters, subtitle up to 30 characters	App Store Connect Help
Apple description fields	Promotional text 170, description 4000, keywords 100 bytes, What's New 4000 (required for updates only)	App Store Connect Help
Apple screenshots	1 to 10. For iPhone, either the 6.9-inch set or the 6.5-inch set; if you support iPad, the 13-inch set	Screenshot specifications
Support URL	Support URL is a required property. I could not confirm whether the Marketing URL and Copyright fields are required	App Store Connect Help
Honest metadata	No price or ranking claims; screenshots must show the app in use, not just a title or login screen (guideline 2.3.3); in-app purchases must be disclosed in the description and screenshots (2.3.2)	App Review Guidelines

Sizes and specs are covered in this series' posts on app icon sizes, screenshot sizes, and the feature graphic. An app preview video is optional; on Apple it runs 15 to 30 seconds, up to 3 previews, 500 MB per file. For how to make one, see the app preview video guide.

Phase 3: Privacy and Compliance

Check	Requirement	Source
Privacy policy URL	Required by Apple for all iOS apps. Guideline 5.1.1(i) says the link must be easy to reach both in App Store Connect metadata and inside the app, and the policy must state what data is collected, how third-party sharing is protected, retention and deletion, and how to revoke consent	App Privacy, Guidelines
Apple app privacy label	App Privacy responses are required and include data collected by third-party SDKs. Keep them accurate	App Privacy
Play Data safety form	Required for every app on closed, open or production tracks (internal-only testing is exempt). You must complete it even if you collect no data, include third-party SDK data, and provide a privacy policy link. Google reviews it during app review	Play Help
Play App content	Privacy policy, ads declaration ("Contains ads" label), target audience and content, content rating questionnaire, news app declaration	Play Help
Play content rating	The questionnaire is required for new apps, existing unrated apps, and updates that change your answers. Ratings from multiple authorities are assigned	Play Help
Play Families policy	If your target audience includes children, the Families policy applies and only Families Self-Certified Ads SDKs are allowed	Play Help
Apple age rating	Required app information, answered through a new questionnaire. Existing apps needed updated answers by January 31, 2026. Values are 4+, 9+, 13+, 16+, 18+. The "Made for Kids" choice is available only for 4+ and 9+ ratings and cannot be changed after approval	Set an age rating, Definitions
EU DSA trader status	You must declare trader status when submitting a new app, and a trader's address, phone and email are published on the EU product page	App Store Connect Help

The place where games most often drift out of sync is ads and SDKs. Data collected by ad SDKs, analytics SDKs and login SDKs must all be reflected in both the Data safety form and Apple's privacy label. If you show ads, do not forget Play's "Contains ads" declaration. Misrepresenting whether your app has ads can get it suspended, and Data safety answers that differ from actual behavior can lead to enforcement action.

Phase 4: Testing

Check	Requirement	Source
Start the Play closed test	On a personal account, begin recruiting 12 testers and the 14-day run at least 2 to 3 weeks before your target launch date. After the 14 days, apply for production access and answer questions about your testing, your app, and readiness (the 2 to 3 weeks is my recommended buffer, not an official number)	Play Help
Play pre-launch report	Generated automatically when you upload a bundle or APK (capacity permitting). It checks stability, compatibility, performance and accessibility	Play Help
TestFlight	Builds are testable for up to 90 days. Up to 10,000 external testers and 100 internal. The first build in an external group goes through App Review	TestFlight overview
Review readiness	Final version, working URLs, no placeholder content, tested on device, and if there is a login, a demo account with the backend running. A crash is grounds for rejection (guideline 2.1(a))	App Review Guidelines
Permission strings	The explanations shown for camera, location and other permissions must clearly and completely describe your use of the data (5.1.1(ii))	App Review Guidelines

A simulator cannot replace real-device testing. For games in particular, check frame rate and memory on low-end devices and try launching with the network disconnected. The pre-launch report automatically catches crashes and accessibility issues, so reading its results during the closed test period kills two birds with one stone.

Phase 5: Post-Launch

Check	Requirement	Source
Android vitals	The "bad behavior" thresholds are a user-perceived crash rate of 1.09% overall and 8% per phone model, and an ANR rate of 0.47% overall and 8% per model. Exceeding them can reduce your store visibility	Android Developers
Phased release (Apple)	You can use an optional 7-day phased release for automatic updates (updates only)	App Store Connect Help
Refresh privacy answers	If you add an SDK or your collected data changes, update your privacy label and Data safety form together	App Privacy

In the first week, reply to reviews and watch the crash rate daily. Store page optimization continues after launch as well. For search terms and copy, see Indie ASO Starter and the store description writing post.

Typical Causes of Rejection and Policy Violations

Crashes, placeholders, empty URLs, no demo account (Apple 2.1(a)). Even a single empty URL can get you rejected.
Inaccurate metadata (Apple 2.3 in general, and 2.3.6 in particular when the age rating answers are dishonest).
Missing privacy policy, collection without consent, excessive collection (Apple 5.1.1).
Data safety answers that don't match actual behavior. Google takes enforcement action when a discrepancy is found.
Misrepresenting whether the app has ads. This can lead to suspension on Play.
A children's app breaking the Families policy. Using a non-certified ads SDK is the classic case.

Frequently Asked Questions

Do I really need 12 testers on Google Play?

The requirement applies only to personal accounts created after November 13, 2023. 12 testers must stay opted in to a closed test for 14 continuous days before you can apply for production access.

What API level do I have to target now?

Since August 31, 2026, new apps and updates need API 36. You can request an extension to November 1, 2026 in Play Console.

Should I upload an APK or an AAB?

New apps must be published as an AAB.

Do I need a Data safety form if I collect nothing?

Yes. Even with no collection you must complete the form and provide a privacy policy link.

Which Xcode version do I need?

Since April 28, 2026, only apps built with Xcode 26 or later can be uploaded.

Is a privacy policy required for iOS apps?

Yes. The URL is required for every app, and under guideline 5.1.1(i) you must also link to it inside the app.

How long can I use a TestFlight build?

Up to 90 days per build.

Does Apple review need a demo account?

If your app has a login, yes. Guideline 2.1(a) says to provide a demo account with your backend turned on.

Sources

Last verified: 2026-09-26. Requirements and deadlines change often, so re-check each original page before you submit.