App Launch & Go-To-Market by a Studio with 30M+ Downloads

Ideally 6–8 weeks before launch. The work that compounds — waitlist building, beta cohorts, store-listing and ASO foundations, creator and community seeding — all need lead time so that install velocity starts steep on day one rather than from zero. Our full approach is detailed in our guide to pre-launch app marketing.

Both the App Store and Google Play weight install velocity heavily — a concentrated surge of quality installs signals "this app is interesting right now" and earns discovery-surface impressions a slow trickle never will. The catch is those installs must retain; a burst of low-quality installs ranks you for 48 hours and then crashes you below your starting point. We coordinate demand into a tight window with quality sources only.

It depends on your market and monetisation. Premium, Western-market, subscription-led apps usually justify iOS-first; scale-first and India / emerging-market apps usually go Android-first given Android dominates and acquisition is cheaper. We help you sequence the launch by audience and unit economics rather than defaulting to both at once.

A soft launch releases the app to a limited market or cohort before the full launch so you can validate onboarding, retention and creatives against real data — and fix the leaks before you spend on the main push. For most apps with meaningful budget behind the launch, a soft launch pays for itself by ensuring the velocity window lands on a product that actually retains.

Apple featuring is a manual editorial decision — you pitch via App Store Connect on design, uniqueness, localisation and timing, ideally weeks ahead. Google Play featuring is largely algorithmic, driven by retention and engagement signals. We prepare the store presence, pitch Apple editorial, and engineer the engagement signals Google rewards.

Launch budgets vary widely by category and ambition, but the principle is constant: the budget should be concentrated into the launch window to drive velocity, not spread thin over months. We size the paid ignition against your retention and LTV so the launch spend is recoverable, and we never recommend buying low-quality installs to inflate the curve.

The launch is only valuable if the spike becomes a curve. We hand off cleanly into ongoing growth: scale the channels that proved efficient, tune onboarding and Day-1 / Day-7 retention, keep review velocity high, and iterate creatives. A launch with no retention plan is the most expensive mistake in app growth.

Yes. India launches have their own playbook — Android-first, vernacular store listings, Tier-2/3 audience targeting, alternative app stores (Indus Appstore, Xiaomi GetApps) alongside Google Play, and UPI-ready monetisation. As a studio with 30M+ downloads on our own India-built apps, this is our home turf.

We are an operator-led studio, not just an agency — we have launched and scaled our own apps to 30M+ downloads over 13+ years, and delivered 100M+ installs for clients. That means our launch plan is built from running the playbook ourselves, end to end, across store readiness, demand, and the retention handoff that makes a launch stick.