Welcome to the March 2025 edition of ASO Monthly — your go-to summary of the most impactful updates in App Store Optimization. From platform changes and emerging trends to tool updates and CRO insights, here’s what you need to know to stay ahead in the mobile growth space.
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March 03
Google Play: Widgets Get a Discovery Boost
Google Play introduced a dedicated search filter for apps with widgets, visual indicators on app pages, and a new editorial hub showcasing top widget experiences. These updates are aimed at boosting widget adoption and helping users more easily find utility-rich apps.
March 03
Gemini-Powered App Insights on Google Play
A new feature in testing allows users to ask Google Play about an app directly via Gemini-powered prompts. This AI-driven tool surfaces real-time insights about functionality, privacy, and reviews — all within the Play Store interface.
March 13
Mobile Games Available on PC by Default
All mobile games listed on Google Play will now be playable on PC by default (unless opted out). Google also introduced badges: Optimized for games meeting quality benchmarks, and Playable for those that meet the minimum requirements. Developers also benefit from new custom control-mapping tools.
📌 ASO Tip: Check your game’s badge status and consider optimizing PC playability to unlock a broader audience segment.
March 13
Google Play Protect Loosens Sideloading Restrictions
Google Play Protect now gives users the option to pause (rather than completely disable) app scanning. While not yet fully rolled out, this change reflects a shift toward giving users more control over device security settings.
March 24
Play Store Now Shows Subscription Nudges
Google Play now shows targeted subscription offers for apps users previously browsed or interacted with — nudging them toward conversion. While this is still rolling out, it could influence your retention and subscription conversion rates.
📌 ASO Tip: This feature reinforces the need for compelling subscription plans and in-app messaging strategies that align with Play Store behavior.
March 31
iOS 18.4 Introduces AI Review Summaries
iOS 18.4 brings two key App Store updates:
- AI-generated summaries now appear above the reviews section, offering users a quick snapshot of sentiment.
- Search has been improved to handle more natural language queries and descriptive tags.
📌 ASO Tip: Consider how this new summary layer reflects your app’s core strengths. Keep review prompts focused and high quality.
Interesting Reads/Listens/Watches
Automating ASO: Building a No-code Keyword Research System with AI | Phiture
Connected TV (CTV) A New Frontier for Mobile App User Acquisition | AppSamurai
The 2025 Marketing Playbook | SEM Nexus
Tool Updates
AppFollow adds custom instructions for manual AI replies
ASO With Phiture’s Experts
If you’re starting or planning to start culturalization for APAC markets, it’s essential to approach each country individually. A common mistake is using the same cultural codes, themes, or creatives across countries that are culturally distinct. For example, some apps use identical visuals and messaging for South Korea and Japan—despite clear differences in user preferences. Extensive testing has shown that users in these markets respond differently to design elements and language. One key insight: the busy, vibrant visuals that often perform well in Japan may not resonate as strongly in South Korea, Hong Kong, or Taiwan. Taking the time to understand and respect each country’s cultural norms and sensitivities can significantly improve user connection and drive stronger results.
— Talha Mumtaz, Growth Manager
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