Welcome to this month’s edition of ASO Monthly — your go-to update for the most impactful developments in App Store Optimization. Each month, we cover algorithm changes, emerging trends, conversion rate optimization insights, tool updates, and everything that matters in the world of app stores.
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September 12
September 12 – AppTweak reported a massive algorithm change for the Play Store
On September 12, 2025, Google rolled out a significant algorithm update to the Play Store across multiple major markets (US, UK, Spain, Germany, Canada, and more). In the next few days, we observed notable rebounds in rankings for select keywords, while others experienced sharper drops (for a limited number of apps under observation). For ASO teams, this serves as a strong reminder; continuously monitor your keyword performance, traffic sources, and ranking shifts.
Source: AppTweak Algorithm Change Detector
September 15 – Apple launches iOS 26
Apple’s iOS 26 brings several ASO-relevant updates. The new Liquid Glass design refreshes app icons with dynamic, translucent layers that require developers to update creatives via Icon Composer for optimal visibility and App Store featuring eligibility. The Apple Games app acts as a unified hub for all gaming activity, driving discovery & engagement through curated collections, user profiles and double organic placements for active events. Lastly, App Tags introduce a new discovery layer powered by Apple’s metadata and AI, allowing developers to manage tag visibility in App Store Connect without new builds—offering a lightweight yet powerful new ASO lever for browse and search traffic optimization.
You can read a detailed overview of the changes in our blog here.
September 23 – Google Play’s latest update adds Personalized Tab, AI Search
Google Play’s latest update introduces the “You” tab, a personalized discovery hub that curates apps, games, and seasonal content based on user interests. The platform also adds enhanced gaming profiles and improved event visibility, highlighting live updates, achievements, and community activity. Alongside a refreshed app listing design and AI-powered guided search.
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Image Credits & Source: 9to5Google
September 27 – Google rolls out the Play Level Up Program
Google has launched the Play Level Up Program, automatically enrolling most games to reward high-quality titles with greater visibility, tools, and retention support. The program offers benefits like improved re-engagement via the new You tab (where updates and events resurface), increased discovery through editorial featuring and Play Points promos, and enhanced analytics within Play Console. To remain in the program beyond July 2026, games must consistently meet Google’s updated user experience guidelines — including features like cloud saves, device continuity, and smooth input performance.
Source: Here
Interesting Reads/Listens/Watches
App Store iOS 26 updates: The changes that matter for ASO | Phiture
State of App Marketing in Vietnam – 2025 Edition | AppsFlyer
iOS App Product Page Localization: How to Use it the Right Way to Improve ASO | AppRadar
ASO with Phiture Experts:
With major changes coming to both the Apple App Store and Google Play Store, 2026 is set to reshape the app and gaming landscape.
On Google Play, features like Game Streaks, the Level Up Program, and exclusive content via the You Tab will offer new ways to boost retention and engagement. Meanwhile, Apple’s new dedicated Games app introduces a centralized gaming hub, potentially driving higher than before acquisition and deeper in-app engagement through events and game library.
Additionally, expanded Custom Product Pages (with up to 70 keyword variations → possibly) and App Tags open fresh opportunities to test positioning and influence user behaviour.
In short, stay proactive. Use the remainder of 2025 to experiment, optimize, and prepare a bulletproof ASO strategy that sets you up for success in 2026.
Talha Mumtaz, Growth Manager
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