# ASO Monthly 113: SAP Fluctuations, New ‘Game Profile’ in Play Store, App Strings Translations, 70 CPPs and More!

- Link: https://phiture.com/asostack/aso-monthy-113/
- Published: 2025-10-20T21:41:11+01:00
- Author: Talha Mumtaz

###     Table of Contents

 * [Keyword Visibility Shifts after the New Apple Ads Change](https://phiture.com/asostack/aso-monthy-113/#keyword_visibility_shifts_after_the_new_apple_ads_change)
 * [Game Profile rolls out to Play Store ](https://phiture.com/asostack/aso-monthy-113/#game_profile_rolls_out_to_play_store)
 * [Google adds App Strings Translation using Google Gemini](https://phiture.com/asostack/aso-monthy-113/#google_adds_app_strings_translation_using_google_gemini)
 * [Apple increases the total number of Custom Product Pages](https://phiture.com/asostack/aso-monthy-113/#apple_increases_the_total_number_of_custom_product_pages)

Welcome to this month’s edition of ASO Monthly — your go-to update on what’s moving
the needle in App Store Optimization.

We break down the latest algorithm changes, trends, and experiments across app stores,
alongside CRO insights, tool updates, and developer platform news.

📬 Subscribe to our newsletter to get ASO Monthly in your inbox every month:

 

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## Subscribe to the ASO Monthly Newsletter

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**October 1**

## **Keyword Visibility Shifts after the New Apple Ads Change**

On October 1st, several app intelligence platforms observed sharp fluctuations in
keyword search popularity across multiple categories, with some terms showing sudden
drops while others spiked. Industry discussions indicate this was triggered by an
Apple Search Ads backend change, where Apple stopped displaying search scores below
50. However, Apple now also provides a monthly keyword popularity chart within the
Apple Ads, offering visibility into estimated keyword traffic across categories.
ASO professionals should monitor these metrics closely to understand shifts in keyword
popularity.

**October 2**

## **Game Profile rolls out to Play Store **

Google has introduced a new Game Profile feature in the Play Store, allowing users
to track their achievements, streaks, and gaming statistics in one place. The introduction
of streaks is particularly impactful, as it enables publishers to incentivize consistent
engagement through special rewards or offers. This update reflects Google’s continued
focus on enhancing user retention and in-store engagement, positioning the Play 
Store as not just a distribution platform but an integrated gaming ecosystem that
encourages players to return and stay active.

## **⌊google game profile⌉⌊google game profile⌉ **

**
 October 18

## Google adds App Strings Translation using Google Gemini

Google has integrated Gemini-powered App Strings translation directly in the Play
Console, letting publishers translate strings from their app bundles–in draft releases.
However, early feedback suggests quality can vary (terminology drift, context errors),
so teams should human-review outputs and QA in staging before release. Monitor post-
launch metrics (CVR, retention, reviews mentioning language) to catch issues quickly
and iterate.

**⌊app string translation⌉⌊app string translation⌉
 October 30

## **Apple increases the total number of Custom Product Pages**

Apple has expanded its Custom Product Pages (CPPs) capacity, now allowing developers
to create up to 70 pages, doubling the previous limit of 35. This enhancement provides
publishers and marketers with greater flexibility to target different audience segments
in Apple Ads, associate organic keywords, and test varied creatives or messaging.
It also unlocks broader opportunities for paid and external campaigns, enabling 
teams to align ad visuals and metadata with user intent more precisely.

Source: [Here](https://developer.apple.com/app-store/custom-product-pages/)

 

**Interesting Reads/Listens/Watches**

[App store seasonality: Trends, strategies, and holiday optimization tips](https://www.apptweak.com/en/aso-blog/app-store-seasonality)
| AppTweak

[How Mobile Apps Can Win Halloween: Strategies That Actually Move KPIs](https://appsamurai.com/blog/how-mobile-apps-can-win-halloween/)
| AppSamurai

 

**ASO with Phiture Experts:**

With the holiday season approaching, ASO practitioners should proactively plan to
maximize visibility and conversion opportunities. Begin by analyzing historical 
performance to identify trends in traffic, conversion, and user behavior between
evergreen and seasonal activites. Use these insights to determine which store assets
and creatives drive the strongest results, and align them with upcoming in-store
events, keyword updates, and paid campaigns. Strategic timing, consistent creative
refreshes, and targeted keyword bidding will ensure your app stays relevant, competitive,
and resonates with festive user intent throughout the season.

 

 **_Talha Mumtaz, Growth Manager_**

Table of Contents

 * [Keyword Visibility Shifts after the New Apple Ads Change](https://phiture.com/asostack/aso-monthy-113/#keyword_visibility_shifts_after_the_new_apple_ads_change)
 * [Game Profile rolls out to Play Store ](https://phiture.com/asostack/aso-monthy-113/#game_profile_rolls_out_to_play_store)
 * [Google adds App Strings Translation using Google Gemini](https://phiture.com/asostack/aso-monthy-113/#google_adds_app_strings_translation_using_google_gemini)
 * [Apple increases the total number of Custom Product Pages](https://phiture.com/asostack/aso-monthy-113/#apple_increases_the_total_number_of_custom_product_pages)