Now you can do "timed publishing" in the Google Play Store when sending updates and when "releasing a new APK" (which, apparently, does not coincide with the publication of your application for the first time). I think you can do timed publishing on the first release of the application for alpha / beta users, although I have not personally tried it.
Go to this link and read in the section "Updating applications using standard or timed publication" for details.
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