Launch-day war room checklist: store, MMP, creative, live-ops, support

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

1. Store. Binary approved; listing screenshots/localisations live; managed publishing armed if used; pre-reg/pre-order countries confirmed.
2. MMP. Campaigns unpaused with correct geotargets; CPP/CSL parameters present; SKAN/conversion mappings frozen.
3. Creative. Launch creatives match the live store promise; pre-order badges swapped to download badges on Apple.
4. Live-ops. Day-0 calendar (login reward, first-purchase, event) live in the build players will receive.
5. Support. Macros for install failures, missing pre-reg rewards, payment errors; store reply owners on shift.
6. Kill switches. Ad pause rights, staged rollout halt owner, feature flag owner named in the room.
7. 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.

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Research checked 20 September 2026. Local draft; human editorial review pending.