Welcome to this month’s edition of ASO Monthly, where we bring you the most crucial developments in App Store Optimization. This regular update covers algorithm changes, emerging trends, insights into conversion rate optimization, essential tool updates, and everything important from the world of the app stores!
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Note From the Editor
Before we get into this month’s content, we would like to extend a huge shoutout to Talha. In case you didn’t know — Talha manages to consistently curate the ASO Monthly every single month, while also driving incredible impact for Phiture’s clients in his role as a Growth Manager. Business of Apps recently interviewed Talha as part of their App Leaders series — a well deserved recognition!
You can read the full interview with Talha on Business of Apps’ website here.
January 16
Apple to Enforce Trader Verification in the EU
Starting February 17, Apple will comply with the European Union’s Digital Services Act (DSA) by removing apps from the EU App Store if developers do not declare their trader status. A trader is defined as any person or entity distributing apps for commercial purposes. Developers classified as traders must provide contact information (address, phone number, and email) on their App Store product pages.
January 23
Epic Games Expands Its Alternative Mobile App Store
Epic Games has announced an expansion of its alternative mobile app store, adding 19 new third-party games for Android globally and 16 for iOS in the EU. This initiative, part of Epic’s broader effort to challenge the dominance of Apple and Google app stores, aims to provide developers and users with more competitive options. Notable new additions include free games like Bloons TD 6 and Dungeon of the Endless: Apogee.
January 28
Google Play Store: Temporary Bug Disrupts Promotional Content Submissions
A glitch reported on January 28 temporarily caused promotional content slots to disappear when developers were setting up new events. Multiple accounts were affected, but the issue was resolved within 24 hours.
January 29
VPN Apps Receive Verification Badges on Google Play
Google Play has introduced verification badges for VPN apps to enhance transparency and trust. To earn this badge, VPN apps must:
- Complete the Mobile Application Security Assessment (MASA) Level 2 validation.
- Have at least 10,000 installs and 250 user reviews.
- Be available on Google Play for at least 90 days.
- Provide clear information on data collection practices and participate in independent security reviews.
This initiative aims to help users identify secure and trustworthy VPN services.
January 30
Google Play Store Enhances Store Listing UI For Games
Google Play has revamped its store listing UI, putting more emphasis on app titles over icons and incorporating auto-playing videos in the header. These changes, currently limited to gaming apps, are expected to improve user engagement and conversion rates. This update was announced during the Google Playtime event, where Phiture was among the first to learn about the change and proactively prepared clients to optimize their app titles and listings in advance.
Interesting Reads/Listens/Watches
Top ASO Tips & Best Practices for 2025, brought to you by ASO Experts | AppTweak
What are Custom Store Listings in Google Play and How Do They Work? | AppRadar
Your Comprehensive Guide to Ratings & Reviews in 2025 | AppFollow
App Uninstall Report – 2025 edition | AppsFlyer
Tool Updates
AppTweak is now an Apple Search Ads Partner
ASO With Phiture’s Experts
If you’re planning your ASO strategy for 2025, beyond keyword planning, in-app events, and conversion optimization, make sure to focus on often-overlooked areas such as ratings prompts, responding to reviews, leveraging Search Custom Store Listings, using Apple Search Ads to support ASO, optimizing app size, testing Google Play Instant, cultural localization (culturalization), App Packs, and using “What’s New” updates to engage users.
— Talha Mumtaz, Growth Manager
Table of Contents
