Launch-day war room checklist: store, MMP, creative, live-ops, support
Cross-functional launch-day checklist grounded in Play managed publishing, pre-registration and Apple featuring/pre-order constraints.
Launch failures are coordination failures. Google managed publishing can hold releases and store-listing changes until you publish — useful when ads, listing and binary must land together. Play pre-registration and Apple pre-orders both create release-day notification/auto-download behaviour that UA must be ready for.
War-room checklist
- Store. Binary approved; listing screenshots/localisations live; managed publishing armed if used; pre-reg/pre-order countries confirmed.
- MMP. Campaigns unpaused with correct geotargets; CPP/CSL parameters present; SKAN/conversion mappings frozen.
- Creative. Launch creatives match the live store promise; pre-order badges swapped to download badges on Apple.
- Live-ops. Day-0 calendar (login reward, first-purchase, event) live in the build players will receive.
- Support. Macros for install failures, missing pre-reg rewards, payment errors; store reply owners on shift.
- Kill switches. Ad pause rights, staged rollout halt owner, feature flag owner named in the room.
- Clock. Agree the publish click time in one timezone; do not let networks ramp before the storefront is actually live.
Limits: this is an operator checklist, not a measured launch postmortem.
