Mobile game publishing is the process of taking a finished game to market and keeping it live: build review, store setup, soft launch, user acquisition, and live operations. A publisher usually takes on marketing and operations while the developer keeps building the game.
What publishing is
A developer builds the game. A publisher helps it reach players. Depending on the deal, publishers handle store presence, marketing budget, user acquisition, analytics, localisation, and ongoing operations.
The five stages
1. Build review
The publisher plays the build and reports on stability, onboarding, retention hooks and store compliance. This sets what needs fixing before launch.
2. Polish and store setup
The team prepares the listing: name, subtitle, keywords, icon, screenshots and video. See metadata limits and ASO.
3. Soft launch
A limited release in a few markets to read retention and revenue before a wide launch. See soft launch.
4. Global launch and user acquisition
Once numbers hold up, paid campaigns scale. Costs are tracked by eCPI and compared with LTV. See Ads.
5. Live operations
Updates, events and fixes keep players returning. See LiveOps.
Legal and compliance
Both stores require a privacy policy link and an accurate data disclosure. Terms and a support page are standard, and each should live at a permanent address.
The numbers to watch
- Retention by day after install.
- eCPI, the effective cost per install.
- ARPDAU, average revenue per daily active user. See ARPDAU.
- LTV, lifetime value of a player.
Choosing a publisher
- Ask what they will do and what you keep, in writing.
- Ask how marketing spend is decided and reported.
- Ask who owns the game, the data and the store accounts.
- Speak to other developers they have worked with.
If you have a finished build, see our publishing service or contact us.
Sources
- Apple Developer: App Store product page (Apple Developer)
- Google Play Console Help
