I've had to do this recently on the API 23 emulator, and followed this guide. It works for API 23 emulator, so you shouldn't have a problem.
Note: All credit goes to the author of the linked blog post (pyoor). I'm just posting it here in case the link breaks for any reason.
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Download the GAPPS Package
Next we need to pull down the appropriate Google Apps package that matches our Android AVD version. In this case we’ll be using the 'gapps-lp-20141109-signed.zip' package. You can download that file from BasketBuild here.
[pyoor@localhost]$ md5sum gapps-lp-20141109-signed.zip
367ce76d6b7772c92810720b8b0c931e gapps-lp-20141109-signed.zip
In order to install Google Play, we’ll need to push the following 4 APKs to our AVD (located in ./system/priv-app/):
GmsCore.apk, GoogleServicesFramework.apk, GoogleLoginService.apk, Phonesky.apk
[pyoor@localhost]$ unzip -j gapps-lp-20141109-signed.zip \
system/priv-app/GoogleServicesFramework/GoogleServicesFramework.apk \
system/priv-app/GoogleLoginService/GoogleLoginService.apk \
system/priv-app/Phonesky/Phonesky.apk \
system/priv-app/GmsCore/GmsCore.apk -d ./
Push APKs to the Emulator
With our APKs extracted, let’s launch our AVD using the following command.
[pyoor@localhost tools]$ ./emulator @<YOUR_DEVICE_NAME> -no-boot-anim
This may take several minutes the first time as the AVD is created. Once started, we need to remount the AVDs system partition as read/write so that we can push our packages onto the device.
[pyoor@localhost]$ cd ~/android-sdk/platform-tools/
[pyoor@localhost platform-tools]$ ./adb remount
Next, push the APKs to our AVD:
[pyoor@localhost platform-tools]$ ./adb push GmsCore.apk /system/priv-app/
[pyoor@localhost platform-tools]$ ./adb push GoogleServicesFramework.apk /system/priv-app/
[pyoor@localhost platform-tools]$ ./adb push GoogleLoginService.apk /system/priv-app/
[pyoor@localhost platform-tools]$ ./adb push Phonesky.apk /system/priv-app
Profit!
And finally, reboot the emualator using the following commands:
[pyoor@localhost platform-tools]$ ./adb shell stop && ./adb shell start
Once the emulator restarts, we should see the Google Play package appear within the menu launcher. After associating a Google account with this AVD we now have a fully working version of Google Play running under our emulator.