Draft press releases for each product launch. Each release will be distributed via Business Wire and other free services for exposure/SEO purposes. The press release often supports a targeted email pitch.
Announce each upcoming title with an initial press release containing screenshots and a teaser trailer —followed by the official trailer/more screens and/or a beta program. Most mobile titles are not previewed, unlike console and PC games, but pre-launch announcements are still relevant for bigger games (larger-than-average budget, licensed IP, large in scope, innovative gameplay) or sequels.
Distribute each press release with a fresh set of screens and the final trailer with the goal of securing news items and reviews.
Pitch major code updates and content to the press. Extend coverage following alternative avenues. More often than not, the review is the last piece of info published/posted about a mobile game. Additional possibilities include anniversaries, giveaways (rare in-game objects, swag, concept art), contests, and round-ups (seasonal/genre-based; e.g., horror-themed games for Halloween, best free-to-play games). Anniversaries and round-ups can be tricky, but giveaways and contests are easily doable; both can attract a huge amount of attention, leading to an increase in sales in the long-term.