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If you want to use the beta release features, it is quite a pain.
a. Requires you to setup a Google community.
b. People have to request to join the community.
c. Then they have to opt-in as a tester.
d. Then they can go to the link.
If any of the steps fail, they get a 404. If they are logged into the wrong Gmail account, they will also see 404.
There does not appear to be a matrix of tester groups and geography. You cannot for instance limit someone in Hong Kong as being a beta tester but not for prod.
Once you name an application name, it can't be changed. You can tell Google support to delete it only if there have been no installs to it.
There are multiple tabs for uploading APK. Make sure to choose the alpha/beta tab if you don't want to accidentally publish to the store.
Rope in your design team for the feature graphic requirements.
Document the checklist of items to take into account before releasing an app to the play store. See checklist for publishing applications to the play.
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