Endcard store screenshot freshness checklist for live F2P titles
Keep endcards aligned with live store screenshots after live-ops UI changes. Grounded in Apple CPP/PPO and Google Play preview-asset rules.
Live-ops ships new HUD art, soft-currency icons and event chrome weekly. Paid endcards often still show last season’s board. This checklist is an operator gate before you scale a creative that ends on a store-style screenshot.
Why freshness is a store problem, not only a creative one
Apple documents that Custom Product Pages can vary screenshots, promotional text and app previews, including seasonal content, and that those pages can be used inside Apple Ads. Product page optimization separately lets you test alternate icons, screenshots and previews. Google Play’s preview assets guidance requires screenshots that showcase the in-app experience and sets device-type upload rules. None of those pages invent your endcard workflow; they establish that store surfaces are versioned assets under review.
Operator checklist
| Step | Pass criterion | Fail / hold |
|---|---|---|
| 1. Capture date | Endcard frame and live store screenshot both stamped with capture date and build/version | Undated “current UI” claim |
| 2. First-screen match | First endcard store-style frame matches the first phone screenshot currently live on the destination listing or CPP | Retired seasonal board or old soft-currency icon |
| 3. CPP / custom listing ID | If traffic uses a Custom Product Page or Play custom store listing, record the page ID next to the creative ID | Default listing assumed while ads deep-link a seasonal CPP |
| 4. Live-ops freeze window | Creative freeze calendar lists the next UI-changing event that would obsolete the screenshot | Always-on set with no event kill date |
| 5. Review resubmit | Store asset change that alters the promised first screen triggers endcard retirement or reshoot before spend scale | Spend continues on mismatched endcard |
| 6. Observation vs inference | Log only what appears on opened store URLs and the exported endcard frame | Performance KPI invented from the mismatch |
Facts versus limits
| Field | Evidence |
|---|---|
| Apple CPP screenshot variance | Documented on Apple Custom Product Pages (accessed 2026-09-20) |
| Apple PPO treatments | Up to three alternate treatments vs original |
| Play screenshot role | Preview assets showcase in-app experience (answer/9866151) |
| Endcard performance lift | Not claimed |
| Specific live title mismatch | Not observed here |
Download the checklist CSV. Re-open the live store URL and the creative export on the same day before treating a row as current.
No campaign result is asserted.
