Getting featured on App Store and Google Play

Featuring exposes your app to a broad audience for free, increasing visibility and potential downloads. It functions like placing a product on a store’s main shelf, directly in the traffic flow. In this guide, we break down what it takes to get your app featured.

What featuring is

37% of users discover apps through App Store and Google Play recommendations. Featuring means being placed in editor-curated lists such as the Today tab or themed collections. These selections are manual and highly visible; appearing there can significantly boost installs—Google Play banners often double downloads.

Google Play Collections organizes apps automatically, personalizes recommendations, and will eventually let users create custom groups. App Store Collections highlights themed selections tied to trends or events, improving discoverability and visibility.

How to get featured

Apple and Google provide submission forms that allow developers to formally apply for a feature.

Prepare creatives in advance, as editors may request banners and CTAs. Strong visuals and clear messaging increase your chances.

What to include in a submission

Provide developer info, app details, inclusion and diversity notes, key features, links to high-quality videos (up to 15 seconds), business model, marketing plans, and a compelling story explaining your app’s purpose and value.

Additional steps

Get in touch with platform representatives and present strong KPIs. Run beta tests to eliminate bugs. Encourage positive reviews to improve store credibility.

To improve your chances of getting featured, consider partnering with a Mobile Marketing Agency. Experienced specialists can handle the preparation, positioning, and communication with the stores, ensuring your app meets editorial expectations and stands out in a crowded marketplace.

Platform expectations

Apps must be polished, stable, regularly updated, and aligned with Apple’s or Google’s new features. A strong store page with good ratings improves selection chances. Participation in platform events or contests can help.

Timing

Notify editorial teams six to eight weeks before launch or a major update to increase your chances of being reviewed.

Pitfalls of featuring

Large exposure may attract irrelevant users, lowering engagement and ratings. Featuring also puts your app under intense scrutiny—any UX or code flaw harms retention. Spikes from featuring distort analytics, making metrics harder to interpret.

Ultimately, featuring is only one part of sustainable growth. Keep refining your product and stay consistent with updates. When your app delivers real value, it has a far better chance of catching the editors’ attention — and keeping users engaged