No Google Play in China: the distribution list a UA plan needs
Mainland China UA cannot assume Play Console links. MFAT states Google Play is unavailable; plan Apple China plus domestic Android stores and mini-game surfaces after ISBN.
Western Android creatives that deep-link to Google Play do not constitute a mainland China distribution plan. NZ MFAT’s September 2026 guide states plainly that Google Play is not available in mainland China and that games must use China-specific platforms and app stores; it names Apple’s App Store (with ISBN), Huawei AppGallery and Tencent Appstore as examples. Commercial operation still depends on an NPPA publication number visible on the 国产网络游戏审批信息 (and import) indexes.
Distribution list a UA owner should fill before spend
| Channel class | On the checklist? | Primary cue |
|---|---|---|
| Google Play (mainland users) | **No — unavailable** | MFAT §5 |
| Apple App Store China | Yes, if iOS | MFAT: available; ISBN required for Chinese users |
| Huawei AppGallery | Yes, if Huawei / HarmonyOS | MFAT named store; separate HarmonyOS package proof |
| Other OEM Android stores (e.g. Xiaomi / OPPO / vivo / Tencent MyApp) | Yes, as contracted | China-specific platforms per MFAT; each has its own filing/ISBN checks |
| WeChat / Douyin mini-game | Yes, if that SKU is the product | Separate platform资质; not a Play substitute |
| NPPA ISBN on the named work | Mandatory for commercial op | NPPA monthly domestic/import lists |
Operator checklist
- Strike Play Console campaign links from any mainland geo target.
- Name the live China store(s) and the legal operator on each listing.
- Attach the ISBN row (文号 + ISBN + publisher + operator) from the current NPPA index for the marketed title.
- Confirm MIIT Mobile App Filing for each app distribution path (filing is separate from ISBN).
- For mini-game UA, treat WeChat/Douyin as their own products with their own payment资质—not as “Android install proxies” for a missing Play build.
- Keep creative end-cards aligned to the store or mini-game that actually opens in mainland networks.
Limits
MFAT does not publish a ranked OEM market-share table. This checklist does not invent CPI by store. OEM review guides change; re-read the live store developer docs before submission.
