So let me make it clear that you must have following three things in place right when you launch the game. The game must be appealing, well designed, and something that should get people excited about. Well optimized app store listing, with possibly localized content in different demographics. Extremely well designed screenshots & Enticing trailer for your game.
Remember, for you next game, you will have most of the footprint, and email lists already done for you, and you can rinse and repeat the process! I hope, that is helpful and new information to this android promotion thread.
But most of these things, even be prepared before pre-launch, they do not add up any marketing effort during that time. If you could get 5 or 10 media mentions ob big gaming sites, or get reviewed by any popular gaming YouTuber or get some of the live streamers to play your game before launch, it can ensure your early downloads and reviews and a constant stream of players coming to your Android game listing on the play store.
This is called as Game PR, and you should not hire a professional game PR firm or marketers like me, you can do it yourself for free. But for this to work, you need to start making your outreach plan right from the start. Make a list of websites, that post about indie android games like yours. Try to find the contact information and create an excel spreadsheet on Google Docs or One Drive. Write name of the publication/blog/Youtube channels with their email ID or social media information.
If you add like 2–3 such websites in your list every day of your development cycle, you could make at least 100 potential influencers/portals who could cover you. Once you do it, make sure to create few great press releases for important events of your game pre-launch. Like launch of the teaser, release of the game trailer, release of the beta and finally game launch news.
You can start pitching to these portals/bloggers with personalized email templates, which also, you must prepare in advance. Initially you’ll get covered in just 1–2 publications, but you’ll get the exposure and experience. But once they see your game again and again in their emails, more and more people will cover you over the time. So if you plan and do your PR effectively, you can end up with at least 20–30 news about your game, some of them even in big portals, and also in google news.
All of this exposure, pre-launch can really kick start your game on the launch day itself. And once launched, you can do the hard work like Ankit has mentioned in the following answers, and magnify the effects of your PR activity.
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