The short answer
Store reviewers check that a game works, matches its store listing, respects privacy and payment rules, and has the correct age rating. The most common rejections are crashes or unfinished features, misleading screenshots or descriptions, missing privacy disclosures, purchase problems, and technical requirements such as Google Play's target API level. A focused QA pass against each store's current rules before submission avoids most of them.
What each store reviews
| Store | What is reviewed | 2026 requirements to note |
|---|---|---|
| Apple App Store | Every build and update, plus metadata | New 13+, 16+ and 18+ age ratings; the updated age rating questionnaire had to be answered by 31 January 2026 |
| Google Play | Builds and policy compliance, often with automated checks | From 31 August 2026, new apps and updates must target Android 16 (API level 36), with extensions to 1 November 2026 |
| Steam | The store page and the build before release | Allow several days for each review |
| Consoles | Certification against the platform's technical requirements | Plan for resubmissions in the schedule |
The most common rejection reasons
1. Crashes and unfinished features
Apple's guideline 2.1 asks for complete, tested builds. Crashes on launch, placeholder content, broken links and features that do nothing are the classic rejections. Test on real devices, including older ones.
2. Metadata that does not match the game
Screenshots, videos and descriptions must show the actual game. Promising features that are not there, or using another company's brand, leads to rejection.
3. Privacy
Stores require accurate privacy disclosures: Apple's privacy labels and Google Play's Data safety form must match what the game and its SDKs actually collect. Permission prompts must explain why access is needed. Third-party SDKs, especially ads and analytics, are the usual source of surprises.
4. Purchases
Digital items must follow each store's payment rules for the storefront, purchases must work in review, and non-consumables need a restore option. Loot boxes must show odds where required.
5. Technical requirements
Google Play rejects updates that do not meet the current target API level; Apple requires builds made with recent SDKs. These requirements change every year, so check them at the start of each release cycle, not the day before submission.
6. Age ratings and kids rules
Ratings questionnaires must be answered honestly; games aimed at children have stricter rules on ads, data and links. See our kids game rules guide.
What QA checks before submission
| Area | What to test |
|---|---|
| Stability | Launch, play and quit on low-end and high-end target devices; no crashes |
| Performance | Frame rate, load times, heat and battery on the minimum device |
| Saves | Progress survives quitting, updating, and moving to a new device if supported |
| Purchases | Every product buys, delivers and restores; failed purchases handled |
| Permissions and privacy | Prompts appear with clear reasons; disclosures match SDK behaviour |
| Network | Offline, slow and interrupted connections handled gracefully |
| Interruptions | Calls, notifications, backgrounding and returning to the game |
| Localisation | No missing or overflowing text in every language |
| Store assets | Screenshots, video, descriptions and ratings match the build |
Our guide to game QA testing explains how this fits into a full test plan.
Pre-submission checklist
- Built with the current required SDKs and target API level.
- Tested on real devices, including the minimum supported device.
- Privacy labels and Data safety form updated for every SDK.
- Age rating questionnaire answered for the current version of the rules.
- All purchases tested with sandbox or licence-tester accounts; restore works.
- Store screenshots and videos show the current build.
- A demo account and review notes provided if the game needs login.
- Support URL and privacy policy URL live and correct.
Timing the release
Review times vary and can be longer around holidays and major platform launches. Submit well before your planned date, and use each store's option to release manually after approval so marketing and launch timing stay in your control. On Google Play, staged rollouts let you release an update to a small percentage of users first and halt it if crash rates rise. On the App Store, phased release for automatic updates spreads an update over several days. Both are cheap insurance against a bad build reaching everyone at once.
Keep a release log for every submission: build number, what changed, review notes sent, and the reviewer's response. When a rejection repeats months later, the log saves hours of guessing.
If you are rejected
Read the cited guideline carefully, fix the issue, and reply with a short, clear explanation of what changed. If you believe the reviewer misunderstood, explain politely with steps or a video; both Apple and Google provide ways to respond or appeal. Build time for one resubmission into every launch plan.
Platform-specific guides
For Android specifics, see publishing on Google Play. For PC, see Steam Next Fest and Steam Deck Verified.
Getting help
We handle QA, store submission and resubmissions for clients on iOS, Android and Steam. See mobile game development or request a quote.
Sources: Apple: App Store Review Guidelines · 9to5Mac: Apple's new age rating system · Google Play: target API level requirements · Google Play: Data safety section · Steamworks: review process. Checked October 20, 2026.
Related: Mobile game development · PC game development · Get a quote
Quick answers ❓
Why do games get rejected by the App Store?
The most common reasons are crashes or unfinished features, screenshots or descriptions that do not match the game, missing or inaccurate privacy disclosures, purchase problems and incorrect age ratings.
What is Google Play's target API level requirement in 2026?
From 31 August 2026, new apps and app updates must target Android 16 (API level 36) or higher, with extensions available to 1 November 2026 for eligible developers.
What are Apple's new age ratings?
Apple added 13+, 16+ and 18+ age ratings alongside 4+ and 9+, and required developers to answer an updated age rating questionnaire in App Store Connect by 31 January 2026.
Does Steam review games before release?
Yes. Valve reviews the store page and the build before a game can be released, so allow several days for each review in the launch plan.
What should QA check before submitting a game?
Stability on target devices, performance, saving, purchases and restore, permissions and privacy disclosures, network interruptions, localisation, and that store assets and ratings match the build.
Related guides
Game QA testing → Publishing on Google Play →Getting ready to submit? ✅
We run pre-submission QA and handle store review for iOS, Android and Steam. Quote within 48 hours.