Promote in-app and in-game events, offers, and sales with LiveOps

The features described on this page are currently only available to select Play partners.

You can use LiveOps to create real-time events, offers and updates that will be displayed on the Google Play Store in the form of LiveOps cards. LiveOps cards help you to promote your app or game on Google Play and increase engagement, interactions, and purchases from your users.

Note: LiveOps is only available to a limited set of developers. If you are interested in participating, please contact your Google Play business development manager.

Understanding LiveOps cards

LiveOps cards are self-serve merchandising units on Google Play that surface special offers, and limited-time events and major updates to users. There are different kinds of LiveOps cards available, all of which help you to engage with your users outside of your app and drive users to open or reinstall your app, or partake in an offer such as a discount on an item, a store-wide sale, or a first-time special deal.

LiveOps cards appear across the Google Play Store. This includes the Apps or Games tab, the Events tab under the Games tab, and the store listing page, and in the case of offers in special ‘Offers’ collections. Most surfaces are available globally, except for the Events tab which is only available for games in Australia, Brazil, Canada, Germany, France, Hong Kong, Indonesia, India, Italy, Japan, Korea, Mexico, Russia, Turkey, Taiwan, the UK, and the US.

Types of LiveOps cards

  • Offers: Discounts or free items that your users might be interested in. These can be digital goods administered through Google Play's billing system, fully free digital items administered through your own systems, or physical goods and services. If you’re running an event, such as a competition or holiday-themed take-over that includes high-value deals such as discounts or exclusive free items, you should select Offer as your LiveOps type.
    • Examples include give-aways for joining an event (“Free costume playing”), item or store-wide percent or real-value discounts (“20% off your first order” or “$5 discount on all shoes”), value-adds and bundles (“50 gems for the price of 20,” “5 free lives with any purchase,” or starter packs). Offers can be time-limited up to 28 days, or run indefinitely if targeting specific types of users.
  • Events: Time-limited player versus environment events, player versus player events or co-operative/alliance events. 
    • Note: Events that offer a reward/discount should be submitted under Offers, not Events.
  • Major update: Significant updates with large new gameplay features or a large new content drop. Note the following:
    • Major updates have a display limit of one week.
    • The release of new in-app purchases (without a discount) should be submitted under Major update, not Offers.

  • Cross-over: A cross-over between games or IP collaboration event.
  • Pre-registration announcements: Updates for pre-registered users informing them of new content, instant app demos, milestone rewards progress, or global release announcements.

Additional types of LiveOps cards for games 

  • Cross-over: A cross-over between games or IP collaboration event. If your cross-over offers a reward or discount, you should select Offer as your LiveOps type.
  • Pre-registration announcements: Updates for pre-registered users informing them of new content, instant app demos, milestone rewards progress, or global release announcements

Create an event or offer

Events can be created at any time but must be submitted within 14 days of the event start date. It can take up to four days to approve your event; submit your event at least four days prior to the start date to ensure it goes live in time.

To create a LiveOps event or offer:

  1. Go to the LiveOps page (Grow > Store presence > LiveOps).
  2. Click Create Event.
  3. Add the following information:
    • Event name: An internal event name that is only displayed in the Play Console
    • Event type: Choose an event types (see Types of LiveOps cards above)
    • Offer type: If your event is an offer, specify what type of offer it is. This allows Google Play to display offers correctly, helps our review team to quickly evaluate them, and enables users to see offers of similar types.
      • Note: It’s important to choose the offer type that matches what users will see and get in your app. The available types are:
        • Discount: Offers that give users a discount on one or more items, or for performing an action. For example, "10% off gems," "$5 off when you spend $25," or "15% sale across the store."
        • Value add: Offers that give items away for free with other things, or increase overall value. For example, "Buy 1 get 1 free," "Get 60 coins for the price of 40," "Free muffin with a latte," or "Starter pack bundle for $4.99, normally worth $20."
        • Free reward: Offers that give users an item for free for performing an action. For example, "Race in this week's tournament and get 100 gems for free," "Free shipping," "Bonus item if you open the game today."
        • Subscription trial: Free or discounted trials for a subscription. For example, "50% off first 2 months."
        • Other: Any other type of offer that is not listed here.
    • Countries/regions: One or more countries/regions where this event will be displayed
    • Start date and and time and End date and and time: The start and end dates and times for your event, which can have a maximum duration of four weeks. Note the following:
      • Offers can be set to have no end time. This is useful for 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 last engagement, and churned users in the future.
      • Major updates 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 date and time. Note the following:
      • Preview event is selected by default. Make sure you change the selection if you do not want to show your event before the start date.
      • You cannot preview offers.
    • Priority: If you have multiple events for your app or game, this selection determines which event will be shown first. You can choose Normal (selected by default), High, or Very high. Note the following:
      • This selection does not impact how your event is shown in relation to other apps or games.
      • Important: You can submit one Very high priority event, sale, or major update per quarter. Very high priority events must be saved as a draft at least 30 days before the start date, and submitted within one week of the start date.
    • User eligibility: If your event is an offer, you can select which users are eligible to see it. This ensures that Google Play only suggests offers to users who can actually benefit from them, and limits the possibility of your users getting an offer that wasn't intended for them. For example, special offers for new users such as heavily discounted starter-packs, a discount on the first three meal delivery kits, or new trial subscriptions should only be seen by users who have not used your app or game before. Currently, you can select:
      • Everyone: For offers which are applicable to anyone in your selected countries or regions
      • New users: For offers that can only be redeemed by users who have never used or purchased in your app before
  4. Provide your event’s text and graphical assets:
    • Tagline (required): Make sure 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: free driver if you race on Prince’s Highway,” 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 with the tagline in Google Play. Make sure 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.
    • Primary Image (required): Make sure your image is relevant to the event and helps users to visualize the event. Read the image requirements below.
    • Square Image (required): Required to be shown in various Google Play surfaces and lists.
    • Video (highly recommended): This must be a public YouTube video with monetization turned off. Read the video requirements below.
      A common reason for events and offers being rejected by our review team is that they have been entered in the wrong language. Make sure that you enter your tagline and description in the correct language(s).
       
      Note: The default language is EN-US.
  5. Optional: You can also 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 this event.
    • Note: Other languages will use the graphic assets you uploaded in step 6 by default. You can manually provide locale-specific assets by selecting a language and uploading the required graphic assets for each locale.
  6. Click Submit event to publish it on Google Play. You can click Save as draft to save your work without submitting to Google Play.
    • Important: You can’t edit your event after you submit it, so make sure you’re happy with your work.

View your events

The LiveOps page has several tables that provide an overview of all your events, so you can quickly see event statuses and key information such as countries, start/end date and priority level: 

  • LiveOps events: Contains draft and published events
  • Rejected events table: Contains events that have been reviewed and rejected
    • If your event is rejected, you’ll receive a rejection notice and a reason for rejection in Play Console.
  • Previous events: Contains expired or cancelled events

Copy an event

To make it easier to create similar events, you can copy information from previous events.

Prerequisite: Review the content quality guidelines to ensure that this event is sufficiently different to the original. You cannot have events that are identical or very similar to each other live at the same time.

To copy a LiveOps event:

  1. Go to the LiveOps page (Grow > Store presence > LiveOps).
  2. On the main page, click Copy to new event
  3. A copy of the event will be created. You can edit the details you want to change (these details are described in the Create an event section above).

Import events

You can bulk-upload events using a CSV template.

To import events:

  1. Go to the LiveOps page (Grow > Store presence > LiveOps).
  2. Click Import events.
  3. On the Import events page, click Download CSV template.
  4. Complete the template using the tips below.
  5. When you have the completed template, drop your .csv file in the upload box or click Upload event.

Tip: If you want to make edits, there’s an option to download drafts only. Click the Download events drop-down, select whether your event has images or not, and select Draft apps. You can then make your edits and re-upload the changes. When making changes using the CSV, remember to provide the event_ID.

Tips for completing the CSV template
  • event_ID: Leave this blank for new events
  • Event_type: Must be one of: OFFER, EVENT, MAJOR_UPDATE, CROSSOVER, or PRE_REG_UPDATE
  • Priority: Must be one of: NORMAL, HIGH, VERY_HIGH
  • submission_state: Must be one of: DRAFT, SUBMITTED
  • start_time_utc and end_time_utc: Times are in UTC and must follow the format YYYY-MM-DD HH:MM
  • default_language_code: Enter language code separated by “;”
  • countries: Enter country codes separated by “;”
  • taglines and long_description: Should use the format: language code=tagline and separated by “;” for each language. 
    • For example: en-US=testUS;en-GB=testGB
  • images/video_ids: Similar to taglines, you can target graphic assets by language. If you don’t have localized assets, just use the default_language_code and we will use that same asset for all other languages you are targeting. For example:
    • en-US=testus.jpg;en-GB=testgb.jpg
    • en-US=YeT0t1C_y20;en-GB=r-ERajkMXw0
  • user_eligibility: for offers, one of EVERYONE, NEW_USERS_ONLY (empty if event_type is something other than OFFER)
  • preview_opt_in: Is one of: OPT_IN, OPT_OUT
  • preview_time_utc: Follows the format: YYYY-MM-DD HH:MM 

Measure your events performance

You can use reports in Play Console to evaluate how your LiveOps offers and events have performed with different types of users on Google Play. This data can help you to report on the impact of your events, learn what works well with your audience and inform your future plans.

Learn more about evaluating your LiveOps events and offers performance.

Content guidelines: Requirements and recommendations

Read the following guidelines before creating your LiveOps event. Google has the right to reject submissions that fail to comply with the requirements and recommendations described below, and has the right to not show submissions to users.

General requirements
  • LiveOps events must be applicable to all users. If an event is only available to users who meet a minimum level requirement, you must clearly describe this requirement. The one exception to this rule is “new user” Offers, which can be targeted at new users using the eligibility criteria provided.
  • LiveOps events and offers must run in-app at the same time as the LiveOps cards are scheduled. Failure to comply may result in a warning or in the removal of LiveOps cards in the Play Console for a 30-day period after which you can request to be re-enrolled in the program. You can edit or cancel LiveOps events in Play Console if necessary.
  • Your submission cannot contain inappropriate text, images or videos.
Overall requirements for text

The following requirements apply to all text elements of your LiveOps event (tagline, long description and any text contained in graphic assets). All text must comply with our store listing and promotion policies.

Special characters and punctuation

  • Do not use more than one exclamation mark (!) or question mark (?) sequentially
    • Example: You can’t use the following: ??, !!, ?!, !?!
  • Do not use any sequential special characters or punctuation
    • Example: You can’t use the following: <>, \\, :), ***, +_+, ((, !!, $%^, ~&~, ~~~, %%
  • You can use the ellipsis (...) as an exception to the previous requirement, but only when adhering to the following:
    • It’s not used in "Tagline" field
    • It’s followed by a space (so not 'x...y' but 'x… y')
    • It’s used a maximum of two times per LiveOps card
  • Use an Em dash (–), not a hyphen (-), double hyphen (--) or En dash (–)
  • Do not use line breaks in taglines
  • Do not use 'special characters' (for example: ★,☆)
  • Use only standard characters in the spelling, grammar and idiom of your language (for example, don’t use the following: ¿, æ, Ø, ¡)
  • When applicable, special character exceptions are allowed for Copyright (©), Registered Trademark (®) and Trademark (™) symbols
  • We encourage the use of percentage discounts in your tagline, long description, image or video to communicate an offer (for example, 'X% off' or 'Up to X% off') and summarize the overall sale. Do not use incorrect spacing (for example, ‘2xReward’)
  • Do not use HTML tags

Capitalization

  • Capitalize as standard for the language that you’re writing in
  • Acronyms can be written in all capitals
  • You can capitalize the first letter after a colon (:)
  • Avoid all capitals unless needed for an acronym, coupon code, or brand name that is normally stylized in capitals
  • If the game title in the Google Play store listing is in all capitals, you can use all capitals for the game title
Overall recommendations for text
  • Write taglines and long descriptions that all users can understand for that given locale
    • Although your Offer/LiveOp will be shown primarily to users who may know about your title (i.e. existing users who actively play/use or lapsed users who have played/used your title), they can also be shown to users who are not knowledgeable about your title (i.e. users who have never played/used your title or only played/used for short periods of time). 
    • To ensure the best discovery experience, try to create copy that existing or lapsed users can understand or incites enough curiosity for a new user to download your title
  • Avoid duplicate messages across text (tagline, long description) and images. 
    • Each element should add value to the Offer/LiveOp by providing context, flavor, or information.
  • Provide high-quality translated text in all elements for each country you are targeting
    • Offer/LiveOp cards are only displayed to users that match the user countries and languages with localised descriptions you have provided. For example, if you target Japan, France and the United States but only provide English and Japanese descriptions, users in France will only see the event if their device language is set to Japanese or English. 
  • Do not request the user to press any button, take an action, or otherwise assume the positioning of an element in the Offer/LiveOp itself.  Examples:
    • “Press the button below to install!”
    • “Update the game now to get the latest offers”
    • “Check out the screenshots above for more details”
  • Do not mention the word “LiveOps” in your text or image elements. This nomenclature is not understood by users. Use general terms or flavor text to describe your Offer/LiveOp. 
  • Use of ‘Flavor Text’
    • ‘Flavor text’ is defined as editorial flair meant for creative or entertaining user-value. It's essentially fluff but it can add context, enhance the tone, include extra background information or add narrative.
    • If it is beneficial for the user to understand the LiveOp offer we encourage inclusion of additional context such as flavor text, theme, and setting or story in support of the required tagline.

Tagline guidelines

Requirements
  • For offers, the tagline must clearly state the value of the offer.
    • Values in taglines must reflect the specific offer that is redeemed or applied at checkout 
    • If stating currency amount, monetary discount must be reflected in the specified area’s currency symbol (for example: £10, €5, etc.)
    • Taglines must have specific offer value and/or discount, and cannot be generic promotional text (for example, “New gifts and rewards”)
      • If the sale is offering a discount or reward on a specific SKU, it should state the name of the specific SKU and offer value and/or discount for the SKU.
    • If there are multiple offers for your app/game title, provide a summary of what’s on sale and the value that the user would receive (for example, “X% off all starter packs” or “Up to X% off starter packs”) to summarize the overall sale. If applicable, include relevant specificity about the sale such as one-time offer, window of exclusivity, or limited time
      • If the sale is a branded event offering a discount or reward store-wide or across multiple categories, the tagline does not need to include a specific percent discount; however, it should call out the branded name and specify what is on sale (for example, call out brand names, categories, and so on).
    • Clearly state any minimum thresholds/items needed for the offer. If a combination of products must be added to qualify for the promotion, the tagline should clearly state all items that must be added.
  • Offer taglines must be broadly applicable but any eligibility requirements (for example, offer applies for swimwear only) must be in the tagline.
  • Offer taglines should include billing expectations, additional charges, minimum purchase limits (for example, $5 off purchases over $20).
Recommendations
  • Make sure the tagline is specific and includes key element(s) of the Offer/LiveOp for your title.
    • Avoid a tagline that can be reused for any other LiveOps for your title or by any other title (for example, "Weekly event", “Holiday sale”, and similar).
    • Do not reuse the same tagline across multiple LiveOps.
  • Taglines should be concise (80-character limit), easy to understand, accurate, and only represent the value of the specific Offer/LiveOp being promoted. 
  • Mention the value the user gets in the first 40 characters (such as “50% off artifacts this weekend!” instead of “This weekend: get artifacts 50% off!”).
  • For value-add Offers over 100%, recommend stating 2x vs. 100%. For example, “2x more gems”.

Long description

Recommendations

When writing your long description:

  • Use line breaks if necessary to improve the legibility of your description
  • Avoid using bullet points to summarise and opt for a short, sharp paragraph instead

Image

Requirements

Primary image:

  • JPG and 24-bit PNG supported
  • 1,920 px by 1,080 px, 16:9 aspect ratio
  • An image is required if you’re including a video

Square image:

  • JPG and 24-bit PNG supported
  • 1,080 x 1,080 px, 1:1 aspect ratio

 

Do not use the Google Play logo in your image.

Recommendations

The goal of the added visual element is to help users understand what the offer/LiveOp is at a glance. Failure to comply with these quality guidelines may result in limited exposure of LiveOps on Google Play.

  • Please keep in mind that your artwork will be viewed on many product surfaces, including small mobile screens. Therefore less is more when it comes to making your message clear and effective. The more visual information, the harder the messaging will come across.
  • Make sure the image is specific to the offer/LiveOp and help users visualize the LiveOp.
    • Avoid using the same image for different LiveOps
    • Avoid using the same or similar image as detail page (store listing page)
    • Avoid using generic image that only describes the title but not the offer/LiveOp
    • Avoid inappropriate or repetitive image elements, such as third-party trademarked characters or logos used without proper permission.
  • Adding your branding or logo to your image is allowed to help users understand that the event is for your title but do not make your artwork the exact same as your app icon.
  • Make sure the image does not have round corners. 
  • Keep prominent visuals and the focal point towards the center of the graphic.
  • It is ok to embed text on the image, and we encourage embedding branding, however when you do, please follow the guidelines below: 
    • Avoid duplication with tagline; branding or text on the image must provide additional context beyond what is already mentioned in the tagline.
    • Avoid prominent branding that is similar to your app icon. This prevents duplication when shown in context with your app icon. Optimize for branding elements that serve as an extension of your app icon.
    • Avoid running into cutoff zones in the rectangular image (20% on the bottom, 10% on the sides) as it may be cut off depending on the UI format. Key elements include brand logo, game title, primary slogan, and main character.
    • Use of all caps in the image is allowed if the image meets the other mandatory specifications and quality guidelines.
  • Avoid using pure white or dark grey as your colour scheme as these colours can blend in with the Play Store background. Consider using more vibrant colours in your graphics to build interest and excitement.
  • Avoid any content that reflects or suggests Play Store performance, ranking, accolades or awards, or user testimonials.
  • Localize your image and text as appropriate for different markets and languages.

Video

Requirements
  • You must disable ads for your video to be featured. To disable ads, you’ll need to:
    • Turn off monetization in your video, or
    • Upload a different video without monetization claims and update the URL in the Google Play Console.
      Important: If your video uses copyrighted content, turning off monetization for your video may not be enough to prevent ads. In that case you will need to use a different video (without copyrighted content that has monetization claims).
  • Set your video’s privacy setting to public or unlisted. Do not set it to private.
  • Make sure your video is embeddable.
Recommendations
  • Make sure the video is specific to the offer/LiveOp and helps users visualize the LiveOp:
    • Avoid using the same video for different offers/LiveOps.
    • Avoid using the same or similar video/image as detail page (store listing page).
    • Avoid using generic video that only describes the title but not the offer/LiveOp.
  • Video should set the right expectations and get the user excited about the actual LiveOp experience:
    • We understand that branding and storytelling can be important but we highly recommend minimizing these elements and focus instead on showing the actual LiveOp experience.
    • Use captured footage of the app or game itself. Do not include people interacting with the device (for example, fingers tapping on the device), unless the core LiveOp experience is off-device.
  • Create a video in landscape orientation rather than a portrait orientation, as your video will show in the landscape video player.
  • Keep your videos short and concise because only the first 30 seconds autoplay. Users can still continue watching the full video by tapping it.
  • Since videos may inline autoplay with the sound muted by default, consider using copy to give the user more context. However:
    • Do not include any content that reflects or suggests Play Store performance or ranking
    • Make sure that the text is legible by using readable fonts, proper font size, and displaying the text long enough for the user to read it.
  • Properly localize the video including UI visuals, text, and audio.

Quality guidelines for offers

When you use the Offer LiveOps type, many in-app and in-game offers are supported by Google, but there are some restrictions. Google has the right to reject submissions that fail to comply with the requirements and recommendations described below and has the right to not show submissions to users.

General requirements for in-app and in-game offers
  • Offer must be redeemable in your Android app.
  • Offer should not impose offer-specific costs upon redemption if costs don’t apply to non-offer purchases (for example, extra fees).
  • Users must readily find the offer upon opening the app or game.
  • Offer terms must also comply with any applicable local and national laws.
Requirements for each offer type
  • Discount
    • Discounts must be a minimum of 10% and/or reflect an equivalent monetary value.
    • In case of a maximum discount (for example, 20% off everything with a maximum discount of $50) the maximum discount must be clearly stated.
    • Promo codes are permitted (for example, 15% off with code SUMMER21).
    • In case of tiers (for example, “20% off when you spend $100 or more, 30% off when you spend $200 or more"), the tiers must be clearly stated in the offer tagline or long description.
    • Cash back offers must be reflected at cart or at checkout.
  • Value add
    • Bonus offers (for example, "Get four times the value on gems, or get 20% more coins for the same price") must provide a minimum of 10% value add.
    • In case of a free reward offer (for example, "Free character, free tote bag with $50 purchase"):
      • The reward must have value and be clearly communicated.
      • In-app loyalty points (must be for your own app) are allowed as a reward.
      • Purchase requirements for redemption of reward must be clearly stated.
      • For physical goods, free items can't be samples or trials.
      • For games, required action to redeem the reward must be for a limited time, should have a minimum reward guarantee for participating, and must be outside of the core game loop. Core game loop examples (not allowed): view an ad, complete a regular challenge/level.
    • For gift card rewards, the gift card value must be clearly stated and be from your own store.
  • Subscription trial
    • Minimum 10% discount for subscription introductory pricing.
Offer restrictions

To be eligible for promotion on Google Play, your offer should not:

  • Be restricted to a small subset of users (for example: only available to users in one city, military discounts, birthdays, teachers and students). New user-only offers are supported through the new user targeting option in the LiveOps form.
  • Be an “every day low price” discount. For example, if a $5 item is always $1 off, that’s not a genuine discount — the true price is just $4.
  • Be only available in a limited quantity (for example, first 500 buyers only).
  • Be limited to items or services that are usually free.
  • Involve a sweepstakes, tournament, or other contest.
    • Note: In-app/in-game tournaments and contests should be submitted as LiveOp Events, not Offers.
  • Require mail-in or email rebates.
  • Include tax/value added tax (VAT) discounts.
  • Be used to advertise an item without a discount.
  • Total less than 10% for discount and value-add offers.
  • Advertise an offer for a different app (for example, App A can’t submit a deal that promises 5% cash back on App B).
    • Note: In-app purchase offers for third-party apps are allowed if users can redeem the in-app purchase offer via Google Play's billing system and without leaving the app where the deal is advertised.
  • Be for a special interest rate, annual percentage rate (APR), or credit/debit cash-back product.
  • Be for paid apps or games (title-level discounts). Discounts for paid apps or games should be submitted via “Paid app sales” in Play Console. Learn more about creating sales for paid apps.
  • Be a “reward with action”-style offer in a game where the required action is part of the core game loop. Core game loop examples (not allowed): view an ad, complete a regular challenge/level.
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