New ASO guidelines coming to the Play Retailer – Apptamin

Modifications are coming to the Google Play Retailer! Whereas Apple made some big announcements for its App Store coming within the second a part of 2021, Google’s been leaving clues and updates in its wake. Google Play Retailer’s adjustments vary from new metadata guidelines to up to date tips for preview belongings and even a brand new necessary security part.

New guidelines to your app’s title!

Earlier this yr Google introduced a coverage change for app metadata. Efficient on September 29, 2021, this replace (tips accessible on Android Developers Blog) will convey fairly the adjustment to apps’ titles and logos:

  • The primary massive shift is the variety of characters allowed within the app title. At present, the app identify on the Play Retailer will be as much as 50 characters. Quickly, will probably be shortened to solely 30 characters (identical to on the App Retailer). 
  • Key phrases that counsel retailer efficiency (similar to “high”, “greatest” or “#1” for instance) won’t be allowed anymore within the title, icon, and developer identify
  • Deceptive graphic parts (parts indicating rating or Play program, selling deal) will likely be forbidden
  • Emojis and particular characters will even be banned
supply: Google

App titles, icons, and developer names that don’t meet the brand new tips gained’t be allowed on the Play Retailer. Some key phrases like high, #1, greatest, free, no adverts, ad-free, replace now and obtain now gained’t be usable within the metadata both. Even using caps will likely be monitored: you possibly can’t use caps except your model is capitalized.

Builders should be extra cautious in selecting the key phrases that make it within the closing title. Be certain that these you select are probably the most related to your app.

The character restrict would be the identical for each language however it can significantly have an effect on languages that require more room (like Arabic, German or French for instance). These languages could even lose extra key phrase alternatives.

With these new tips, the Play Retailer goals to match the consumer expertise of the App Retailer: the title size would be the identical, and so will likely be their place on deceptive key phrases.

Up to date tips for retailer itemizing preview belongings

Along with their coverage change for app metadata, Google can be introducing new tips on Retailer itemizing preview belongings. Throughout their Google for Video games Developer Summit that befell on July twelfth/thirteenth, the Mountain View agency revealed an official video to share the information.

Following the launch of a Discovery expertise on Video games House, Google determined to replace the rules for preview belongings. Apps whose belongings don’t meet the brand new tips could also be ineligible for promotion and suggestion on Google Play.

When these adjustments have been first pre-announced in April, the primary focus was to make sure belongings present an correct illustration of the app or sport, freed from buzzwords (similar to “free” or “greatest), and intention to showcase related details about the app as a substitute whereas being straightforward to learn.

supply: Google

In line with these new tips, preview movies needs to be optimized for the 30 seconds autoplay (solely the primary 30 seconds of movies play robotically on the Play Retailer). It’s best to restrict title screens, logos, cutscenes, and pre-rendered promotional content material to spotlight precise in-game footage. Different “highly recommended” guidelines (which means they gained’t impression your retailer itemizing web page however could change how your preview belongings seem on Google Play or restrict promotional alternatives) embrace:

  • Don’t embrace folks interacting with the system (like fingers/palms) except the core gameplay is off-device (which means that the center of your sport is to make your consumer work together with its environment like Pokemon Go for instance)
  • Be certain that your preview video is in panorama format
  • Make sure that your video is of top quality, correctly localized and that the textual content is legible
  • Don’t embrace vocabulary suggesting rating like “Greatest”, “#1”, “Prime”, “Low cost”, “Sale”, “Million Downloads” (Awards from Google Play are allowed to be displayed) or call-to-actions like “Obtain now”, “Set up now”, “Play now” or “Attempt now”.
supply: Google

Identical to preview movies, screenshots should exhibit precise in-game expertise. Google Play recommends the utilization of large-format fusing screenshots for video games which suggests offering not less than 3 (for video games) or 4 (for apps) screenshots, both in 16:9 panorama (min. 1920x1080px) or 9:16 portrait (minimal 1080x1920px). Right here, the brand new tips embrace: 

  • Don’t embrace vocabulary suggesting rating like “Greatest”, “#1”, “Prime”, “Low cost”, “Sale”, “Million Downloads” (Awards from Google Play are allowed to be displayed) and keep away from call-to-actions like “Obtain now”, “Set up now”, “Play now” or “Attempt now”
  • Use high-quality pictures, correct localization, keep away from time-sensitive tagline and don’t present extra parts within the notification bar (no service suppliers or notifications, and the battery, WiFi and cell service logos needs to be full)
  • Deal with the core options and the sport expertise and keep away from together with folks interacting with the system (like fingers/palms) except the core gameplay is off-device
  • Keep away from inappropriate or repetitive picture parts
supply: Google

The itemizing web page’s brief description ought to give attention to conveying the core expertise of your app and offering info on key facets (gameplay, social options, connectivity, and many others.). The brand new and improved suggestions embrace:

  • Don’t embrace vocabulary suggesting rating like “Greatest”, “#1”, “Prime”, “Low cost”, “Sale”, “Million Downloads” (Awards from Google Play are allowed to be displayed) and keep away from call-to-actions like “Obtain now”, “Set up now”, “Play now” or “Attempt now”
  • Keep away from using all caps and don’t use particular characters, emojis, and emoticons
  • Be certain that your brief description is correctly localized

These new belongings tips solely impression the eligibility of apps and video games for promotion and suggestion inside Google Play and can come into impact within the second half of 2021. In case your belongings don’t adjust to these, your app can nonetheless be revealed on the Play Retailer and your retailer itemizing web page gained’t be impacted.

The Play Retailer’s new security part

Unsurprisingly, security is the massive speak of the yr. After the launch of iOS 14.5 and Apple’s announcement at WWDC, Google is becoming a member of the battle. Whereas the Mountain View agency is already engaged on its Privateness Sandbox, they not too long ago introduced that their give attention to customers’ privateness will even convey adjustments to the Play Retailer.

Certainly, with the intention to “give customers extra transparency into knowledge privateness and safety” they are going to add a security part in Google Play (alongside further info like knowledge definitions).

The brand new security part will assist builders show their privateness and safety practices proper on the app itemizing web page. Because of that new software, customers can perceive what knowledge will likely be collected and why. It’ll be necessary for all Play Retailer apps.

It’ll seem on the itemizing web page as a abstract highlighting security particulars similar to:

  • if the app complies with Google’s households coverage
  • if it makes use of practices like knowledge encryption

For extra info, customers can click on on any subsection to entry extra detailed info.


With the arrival of the security part, all builders should present a privateness coverage. Beforehand, solely the apps that collected private and delicate consumer knowledge wanted one. In line with Google, builders will even be held answerable for offering correct and full info of their security part (together with SDKs and knowledge utilized by the app’s third-party libraries).

These adjustments will happen over the following few months, to assist everybody prepare for it Google shared their official timeline (topic to future adjustments).

supply: Google

Beginning in October, builders can begin submitting info within the Google Play Console for overview. They’ll have till April 2022 to get this part permitted for his or her apps, with out it, new app submission or replace will be rejected. Accepted security sections ought to begin showing in apps’ itemizing pages of the Play Retailer in Q1 2022.

Google is massive on making privateness a central theme in its new insurance policies, the brand new security part is only one software within the midst of different adjustments:

  • the disappearance of the promoting ID when customers opt-out of interest-based promoting or adverts personalization (efficient October 4, 2021)
  • a brand new characteristic that notifies builders of customers’ opt-out preferences, for instance, they are going to obtain a notification when a consumer deletes their promoting ID to allow them to erase IDs which are now not in use
  • the interdiction of linking persistent system identifiers to private consumer knowledge or resettable system identifiers (efficient October 28, 2021)
  • a developer preview of app set ID (for analytics and fraud prevention), app set ID can’t be used for adverts personalization or adverts measurement (efficient September 1, 2021)

Furthermore, apps primarily directed to children can’t transmit identifiers. If an app’s viewers is each adults and children, it should do its greatest to not transmit the identifiers of its underaged customers. 

Google additionally introduced they might shut dormant accounts (accounts which were inactive or deserted for not less than a yr) together with developer accounts that haven’t uploaded an app or accessed Google Play Console in a yr. Nonetheless, the accounts whose apps have 1000+ installs or in-app purchases within the final 90 days gained’t be closed. As soon as a developer account is closed, you possibly can create a brand new one however you gained’t be capable of reactivate previous accounts, apps, or knowledge.

Each these adjustments will take impact on September 1st, 2021.

Let’s recap!

Beginning in September 2021, builders should replace their app’s title and subtitle to adjust to the brand new metadata rules. And in October, will probably be time to begin submitting info for the brand new privateness part. 

The revealed tips are much like what’s already in place within the App Retailer (particularly on titles and belongings tips), to not point out Apple arrange privateness labels on the App Retailer in December 2020. The 2 app shops are already two sides of the identical coin, it seems to be prefer it’s going to change into more durable to tell apart them from one another as time goes by. 

What do you concentrate on all these adjustments? Feeling overwhelmed with these adjustments? We can assist you streamline the artistic course of!

Marine Nozerand

Hello there, I am Marine (she/her), I am a Content material Supervisor at Apptamin. Apptamin is a artistic company specialised in app movies (video adverts, app retailer movies, and many others.).

Marine Nozerand

Newest posts by Marine Nozerand (see all)

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