This month’s ASO Monthly edition outlines the most relevant App Store Optimization developments from December. We shed light on trends in ASO, algorithm changes, insights into conversion rate optimization, and tool updates to keep you ahead of the curve.
December 03
Apple Search Ads Expands to 21 New Countries
Apple Search Ads are now available in 21 new markets, including Türkiye, Cyprus, Morocco, Slovakia, and more. This expansion presents new opportunities to refine your ASA strategy. Early adoption is key—these regions often feature lower competition initially, giving brands a strong advantage. Target markets like Türkiye hold particularly high potential for gaming apps.
The full list of new countries includes: Türkiye, Cyprus, Morocco, Slovakia, Bulgaria, Estonia, Uzbekistan, Ghana, Kyrgyzstan, Latvia, Kenya, Iraq, Nepal, Luxembourg, Bahrain, Sri Lanka, Iceland, Armenia, Slovenia, Mongolia, and Algeria.
December 09
Google May Be Widely Rolling Out “Trending Searches”
The Google Play Store now seems to be rolling out the new “Trending Searches” feature more widely, which highlights popular search terms directly in the app’s search bar. This addition aims to help users discover trending apps, games, and content more easily. It enhances discoverability while providing insight into current user interests. For more details, visit the original article: Android Police.
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December 09
Google’s Next Chapter for Google Play
Google Play is evolving to become more than just a storefront. The platform is introducing updates designed to amplify app discovery, gaming experiences, and user engagement. In 2024, key features released included:
- AI-powered discovery tools.
- Pre-launch quality testing.
- Enhanced custom store listings for targeted campaigns.
- New subscription models and flexible payment options.
- Upgraded trust and safety measures, including enhancements to the Play Integrity API.
This year, Google Play even more sees itself as a “dynamic platform that connects users with your amazing content, wherever they are”, and has bold plans for:
- Leaning into content-rich and interactive experiences for apps both within and beyond the Play store,
- Building out features focused on gaming to make Google Play even more personalized, engaging, and part of daily routines, and,
- Simplifying the payment and checkout experience for apps and content.
We’re looking forward to seeing what Google Play has in store for 2025!
December 11
Apple Honors 2024 App Store Award Winners
Apple’s 2024 App Store Awards celebrated 17 standout apps and games that showcased innovation, exceptional design, and creative utility. Highlights included:
- Apps: Kino, Moises, and Lightroom stood out as creative tools.
- Games: Titles like AFK Journey and Squad Busters offered immersive, engaging gameplay.
- Apple Vision Pro Category: Featured What If…?, An immersive story showing the power of immersive technology like Vision Pro.
December 16
Most Downloaded Apps & Games of 2024
Apple has released its 2024 year-end charts, spotlighting the most downloaded apps and games across over 30 regions. Curated in the App Store’s Today tab, these lists highlight top-performing apps and games, both free and paid. They’re an essential resource for understanding what resonated with global audiences this year.
December 25
Google Play Introduces Achievement Highlights on Store Listings
Google Play now showcases in-game achievements directly within the store listing of installed games. This update aims to enhance personalization and engagement for returning users by highlighting their in-app progress. Developers can leverage this feature to re-engage users and foster loyalty.
Interesting Reads/Listens/Watches
Year in Review: AppTweak’s 2024 Product Highlights | AppTweak
The State of App Marketing in Asia | AppsFlyer
An Ultimate Guide to Growing Google Play Store Rating of Your App in 2025 | AppFollow
Why You Should Explore OEMs in 2025 | AppSamurai
Phiture’s ASO Tip of the Month
With Apple Search Ads expanding to new markets, early adoption is critical. Competitive pressure is lower in these markets initially, allowing brands to establish a strong foothold. For instance, markets like Türkiye offer promising opportunities, particularly for gaming apps.
To succeed:
- Focus on brand defense campaigns to protect your market share.
- Use competitor targeting to attract users from rival apps.
- Invest in generic campaigns to increase overall visibility.
When combined with a robust ASO strategy, these efforts can maximize visibility and ROI as competition increases.
— Talha Mumtaz, Growth Manager
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