Over 2 million mobile games compete for attention on app stores worldwide, yet only a fraction make it past the publication guidelines on their first submission. The difference between success and rejection often comes down to understanding what app stores actually want—and what they absolutely won't tolerate.
Getting your mobile game published isn't just about having great gameplay or stunning graphics. App stores have strict rules about everything from how your game performs to what content you can include. These publication guidelines exist for good reason; they protect users and maintain quality standards across platforms.
The most common mistake developers make is treating app store submission as an afterthought rather than a fundamental part of the development process
Whether you're launching your first indie game or you're an experienced developer, navigating app store requirements can feel overwhelming. Each platform has its own quirks and specific demands. What works for Google Play might not fly with Apple's App Store, and vice versa.
This guide walks you through everything you need to know about app store requirements for mobile games. We'll cover the technical standards your game must meet, content guidelines you can't ignore, and the common pitfalls that cause rejections. By the end, you'll have a clear roadmap for getting your mobile game approved and published successfully.
Understanding App Store Guidelines for Mobile Games
Getting your mobile game approved on the App Store isn't just about having great gameplay—there's a whole set of rules you need to follow. Both Apple's App Store and Google Play Store have specific guidelines that mobile games must meet, and trust me, they're quite strict about enforcing them.
The guidelines cover everything from how your game looks and behaves to what content you can include. Apple tends to be more restrictive than Google, but both stores want to make sure games are safe for users and won't cause problems on their devices. They check for things like appropriate content, proper functionality, and whether your game description matches what it actually does.
Content and Safety Requirements
Your game can't include anything that promotes violence against real people, illegal activities, or hate speech. This might seem obvious, but you'd be surprised how many games get rejected for pushing these boundaries. The stores also look closely at any social features—if players can chat or share content, you need proper moderation systems in place.
Technical Compliance
Beyond content, your game needs to work properly without crashing or freezing. It should look good on different screen sizes and not drain the battery too quickly. The stores will test your game thoroughly before approval, so make sure it's polished and stable before you submit it.
Technical Requirements and Performance Standards
Getting your mobile game technically right is half the battle when it comes to app store approval. Both Apple and Google have strict performance standards that your game must meet—and trust me, they're not just suggestions. I've seen perfectly good games get rejected simply because they crashed on launch or took too long to load.
Your game needs to be stable across all supported devices. This means no crashes, no freezing, and no unexpected shutdowns. The app store reviewers will test your game on multiple devices, so if it works perfectly on your iPhone but crashes on an iPad, you're in trouble.
Memory and Processing Requirements
Memory management is absolutely critical for mobile games. Your game should use memory efficiently and release it properly when not needed. Games that consume too much RAM will get rejected faster than you can say "out of memory error".
- Apps must launch within 20 seconds on supported devices
- Memory usage should stay within reasonable limits for the target device
- Battery drain should be proportional to the game's complexity
- Network requests must handle poor connectivity gracefully
- Games must support the latest iOS and Android versions
File Size and Download Optimisation
Both app stores have file size limits. iOS apps can't exceed 4GB, whilst Android apps have a 150MB limit for the APK file (though you can use expansion files for larger games). Optimising your assets and code keeps download times reasonable and improves user experience.
Test your game on older devices, not just the latest flagship models. App store reviewers often use devices that are 2-3 years old, so your game needs to perform well on these too.
Content and Age Rating Guidelines
Getting your mobile game's content and age rating right is probably one of the most misunderstood parts of app store submissions—and I've seen plenty of developers get caught out by this! Both Apple and Google have strict rules about what content is acceptable, and they take age ratings very seriously indeed.
The age rating system works differently on each platform, but the basic principle is the same: you need to honestly assess your game's content and assign the appropriate age group. Apple uses their own rating system whilst Google relies on the International Age Rating Coalition (IARC) system. The key thing to remember is that you're essentially telling parents what's suitable for their children.
Common Content Issues to Watch Out For
Violence is the big one that trips people up. Even cartoon violence needs to be declared properly. Sexual content, drug references, gambling mechanics, and strong language all need careful consideration too. I always tell clients to err on the side of caution—it's better to have a slightly higher age rating than to get rejected.
- Realistic violence or blood
- Sexual themes or nudity
- Gambling or simulated gambling
- Drug and alcohol references
- Strong language or crude humour
- Scary or intense themes
The rating you choose affects your game's discoverability and potential audience, so getting it wrong can really hurt your downloads. Be honest about your content—the app stores will find out anyway during their review process!
Monetisation and In-App Purchase Rules
Getting your mobile game's money-making bits approved by the app store can be tricky—I've seen plenty of developers stumble here. Both Apple and Google have strict rules about how you can sell things inside your game, and breaking these rules is a fast track to rejection.
The golden rule is transparency. Players need to know exactly what they're buying before they spend any money. This means clear descriptions, accurate pricing, and no sneaky charges. Free-to-play games need to be genuinely free to download and start playing, though you can offer extras for purchase later.
In-App Purchase Guidelines
All purchases must go through the platform's payment system—no sneaky redirects to external websites. Virtual currency is allowed, but you can't let players cash it out for real money. That's gambling territory, and the app stores don't like that.
The app store review process becomes much smoother when developers are upfront about their monetisation strategy from the start
Subscription services need clear terms about what users get and when they'll be charged. Auto-renewal subscriptions must be easy to cancel, and you need to remind users before charging them again. Kids' games have extra restrictions—you can't target children with advertisements or make purchases too tempting for young players.
User Interface and Accessibility Standards
After years of watching apps get rejected for interface issues, I can tell you that both Apple and Google take UI and accessibility seriously—and rightly so. Your mobile game needs to work for everyone, not just people with perfect vision and hearing. The app stores have strict rules about this stuff, and ignoring them is a fast track to rejection.
Let's start with the basics: your game must support different screen sizes and orientations. This means testing on tablets, phones, and everything in between. Text needs to be readable without squinting, buttons should be big enough to tap easily, and your game shouldn't break when someone rotates their device.
Core Accessibility Requirements
The app stores require specific accessibility features that many developers overlook. VoiceOver support on iOS and TalkBack on Android aren't optional—they're mandatory. Your game needs to work with screen readers, which means adding proper labels to buttons and interface elements.
- Text must scale properly when users increase font sizes
- Colour contrast ratios must meet WCAG guidelines
- All interactive elements need accessible labels
- Sound cues shouldn't be the only way to convey information
- Controls must work with assistive technologies
Interface Design Standards
Your game's interface should follow platform conventions. iOS games need to respect safe areas and use appropriate navigation patterns; Android games should follow Material Design principles where relevant. Don't reinvent the wheel—users expect certain behaviours, and breaking those expectations frustrates people and annoys reviewers.
Testing and Quality Assurance Requirements
Testing your mobile game before submitting it to the app store isn't just a good idea—it's absolutely necessary if you want to avoid rejection. I've seen too many developers skip proper testing only to have their games bounced back with a list of bugs that could have been caught early on.
Both Apple and Google have strict requirements about game stability and performance. Your game needs to work properly on different devices, handle interruptions like phone calls gracefully, and not crash when users switch between apps. The stores test for these things automatically during their review process.
Key Testing Areas
Focus your testing efforts on these critical areas that app store reviewers pay close attention to:
- Game launches and loads without crashing
- All buttons and controls respond correctly
- In-app purchases work as described
- Game handles low battery and network interruptions
- Performance remains smooth across different device types
- Audio and visual elements display properly
Test your game on the oldest device you plan to support, not just the latest models. Performance issues often show up on older hardware first.
Don't forget to test edge cases like what happens when someone gets a phone call mid-game or when the device runs out of storage space. These scenarios might seem unlikely, but they're exactly the kind of thing that can trigger an app store rejection if not handled properly.
Common Rejection Reasons and How to Avoid Them
After years of submitting games to app stores, I can tell you that getting rejected is part of the process—but it doesn't have to be! Most rejections happen for the same handful of reasons, and once you know what they are, you can avoid them completely.
Technical Issues That Kill Your Chances
The most common reason games get rejected is crashes. If your game crashes during Apple or Google's review process, you're getting an instant rejection. Test your game thoroughly on different devices before submission; don't assume it works everywhere just because it works on your phone.
Poor performance is another killer. Games that take forever to load, drain battery like crazy, or run slower than a snail won't make it through review. The reviewers have limited time and patience.
Content Problems You Can Fix
Age rating mismatches cause loads of rejections. If your game has violence but you've marked it as suitable for ages 4+, that's a problem. Be honest about your content when filling out the rating questionnaire.
Missing privacy policies, broken links, and incomplete app descriptions also trigger rejections. These are easy fixes that take minutes to sort out.
- Test on multiple devices before submitting
- Check all links work properly
- Match your age rating to actual content
- Include a proper privacy policy
- Write clear, complete app descriptions
The good news? Most rejections can be fixed and resubmitted within days. Learn from the feedback and you'll get through next time.
Conclusion
Getting your mobile game approved by the app store doesn't have to be a nightmare—though I'll admit, it can feel that way when you're staring at your third rejection email! The truth is, most rejections happen because developers skip the basics or rush through the submission process. Take your time with each requirement we've covered and you'll save yourself weeks of back-and-forth with the review teams.
The app store publication guidelines exist for good reasons. They protect users from dodgy apps, keep the platform running smoothly, and make sure everyone plays by the same rules. When you follow these guidelines properly, you're not just ticking boxes—you're building trust with players who'll actually want to download and play your game.
Here's what I tell every client: start thinking about app store requirements from day one of development, not the day before you submit. Build your monetisation strategy around the rules, design your UI with accessibility in mind, and test everything multiple times. The mobile game market is competitive enough without giving yourself extra hurdles to jump over.
Remember, getting approved is just the beginning. The real work starts when players discover your game and decide whether it's worth their time. Make sure it is!
