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 pointers for preview property and even a brand new necessary security part.

New guidelines in your app’s title!

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

  • The primary large shift is the variety of characters allowed within the app title. At present, the app title on the Play Retailer will be as much as 50 characters. Quickly, it will likely be shortened to solely 30 characters (similar to on the App Retailer). 
  • Key phrases that recommend retailer efficiency (resembling “high”, “finest” or “#1” for instance) is not going to be allowed anymore within the title, icon, and developer title
  • Deceptive graphic parts (parts indicating rating or Play program, selling deal) might be forbidden
  • Emojis and particular characters may even be banned
supply: Google

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

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

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

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

Up to date pointers for retailer itemizing preview property

Along with their coverage change for app metadata, Google can also be introducing new pointers on Retailer itemizing preview property. Throughout their Google for Video games Developer Summit that occurred 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 Residence, Google determined to replace the rules for preview property. Apps whose property don’t meet the brand new pointers could also be ineligible for promotion and advice on Google Play.

When these adjustments had been first pre-announced in April, the principle focus was to make sure property present an correct illustration of the app or sport, freed from buzzwords (resembling “free” or “finest), and intention to showcase related details about the app as an alternative whereas being simple to learn.

supply: Google

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

  • Don’t embrace folks interacting with the system (like fingers/arms) except the core gameplay is off-device (that means that the guts of your sport is to make your person work together with its environment like Pokemon Go for instance)
  • Be certain 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

Similar to preview movies, screenshots should show precise in-game expertise. Google Play recommends the utilization of large-format fusing screenshots for video games which suggests offering at the least 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 pointers 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 photos, 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 must be full)
  • Concentrate on the core options and the sport expertise and keep away from together with folks interacting with the system (like fingers/arms) 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 concentrate on conveying the core expertise of your app and offering data on key points (gameplay, social options, connectivity, and so forth.). 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 your brief description is correctly localized

These new property pointers solely influence the eligibility of apps and video games for promotion and advice inside Google Play and can come into impact within the second half of 2021. In case your property 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 large discuss of the yr. After the launch of iOS 14.5 and Apple’s announcement at WWDC, Google is becoming a member of the struggle. Whereas the Mountain View agency is already engaged on its Privateness Sandbox, they not too long ago introduced that their concentrate on customers’ privateness may even deliver adjustments to the Play Retailer.

Certainly, so as to “give customers extra transparency into information privateness and safety” they’ll add a security part in Google Play (alongside further data like information 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 information might 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 resembling:

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

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


With the arrival of the protection part, all builders should present a privateness coverage. Beforehand, solely the apps that collected private and delicate person information wanted one. In keeping with Google, builders may even be held accountable for offering correct and full data of their security part (together with SDKs and information utilized by the app’s third-party libraries).

These adjustments will happen over the subsequent 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 data within the Google Play Console for overview. They’ll have till April 2022 to get this part authorized for his or her apps, with out it, new app submission or replace will be rejected. Authorised security sections ought to begin showing in apps’ itemizing pages of the Play Retailer in Q1 2022.

Google is large 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’ll obtain a notification when a person deletes their promoting ID to allow them to erase IDs which can be not in use
  • the interdiction of linking persistent system identifiers to private person information 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 finest to not transmit the identifiers of its underaged customers. 

Google additionally introduced they’d shut dormant accounts (accounts which were inactive or deserted for at the least 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’ll be able to create a brand new one however you gained’t be capable to reactivate previous accounts, apps, or information.

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, it will likely be time to start out submitting data for the brand new privateness part. 

The revealed pointers are just like what’s already in place within the App Retailer (particularly on titles and property pointers), 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 prefer it’s going to grow to be tougher to differentiate them from one another as time goes by. 

What do you consider all these adjustments? Feeling overwhelmed with these adjustments? We may help you streamline the inventive course of!

Marine Nozerand

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

Marine Nozerand

Newest posts by Marine Nozerand (see all)

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