Pre-Registration

Pre-registration (also called preorder on Apple) is a pre-launch mechanism where users sign up to install your app before it's actually launched. When the app goes live, registered users get a notification and the install proceeds automatically. The mechanism concentrates a chunk of your launch-week install volume into Day 0, which lifts your chart positionGlossaryApp Store RankA numeric position (1 = top) that an app holds in a specific store chart (Free, Paid, or Grossing) for a specific country and category — usually updated hourly. and gives you a stronger Day-1 organic-discovery flywheel.

Platform support

• Apple App Store: "Pre-Orders" since 2016. Set up via App Store ConnectGlossaryApp Store ConnectApple's web portal where developers submit, configure, and manage their iOS apps — metadata, builds, pricing, TestFlight, in-app purchases, and App Analytics all liv...; users can register up to 90 days before launch. Conversion rates 60-90% (most users who pre-register do install).
• Google Play Pre-Registration: since 2017. Set up via Play Console; users register and can sometimes earn rewards (per-app discretion). Conversion rates 50-80%.

Both platforms allow rewards / incentives for pre-registration — exclusive content, in-game currencyGlossaryIn-Game CurrencyVirtual currencies used within mobile games — typically a dual system with soft currency (earned through play) and hard currency (purchased with real money)., early-access perks. Common in mobile games to drive higher pre-reg volume.

Why pre-registration matters for launch strategy

• Concentrated Day-0 volume — installs that would have spread across launch week land all on Day 0. Lifts chart rank, which lifts organic discovery, which compounds.
• Marketing amplification — pre-launch marketing builds an audience that converts on launch day rather than dissipating. Especially valuable for marketing campaigns with finite reach windows (TV spots, influencer drops, PR cycles).
• Algorithm signal — Apple and Google both treat strong launch-day install volume as a quality signal, boosting featuring and editorial visibility.
• Notification-driven re-engagementGlossaryRe-EngagementMarketing activity aimed at bringing lapsed users back to the app — through push, email, retargeting ads, deep-linked notifications. — pre-reg users get a launch-day notification from the store, which is high-quality (system-level, not marketing pushGlossaryPush NotificationA message delivered to a user's device from your app's server — the single biggest re-engagement lever in mobile, when done well, and a fast path to uninstall when d...).

Setting up pre-registration well

1. 01Start 4-12 weeks before launch — too short and you don't accumulate volume; too long and pre-reg-to-install conversion drops as users forget.
2. 02Drive pre-reg via your marketing — campaign creatives should route to pre-reg signup rather than App Store install (which can't happen yet).
3. 03Offer incentives where possible — in-app rewards for pre-registered users (common in mobile games). Lifts pre-reg volume 2-3×.
4. 04Build a launch-day amplification plan — every pre-reg user gets a launch notification; coordinate with other launch-day marketing for maximum chart impact.
5. 05Coordinate with App Store featuring teams — Apple and Google often feature high-pre-reg-volume apps on launch day for additional organic boost.