Moritz leads the ASO Agency Phiture, the authors behind the book on Advanced ASO. In 2023 Moritz reissued the ASO Stack to account for technological advancements, shifting user behaviors, policy changes across app stores, and new methodologies. Our redux here summarizes and explains the main changes to the ASO Stack that ASO practitioners should be aware of. 

Enhance Your Google Play Store Description With Rich Formatting & Emojis

The Google Play Store lets you be pretty creative when it comes to the text assets you provide for your Play Store Listing. You can use rich formatting (HTML) and emojis to make your Google Play app description stand out of the crowd in searches and in your page view. The effect of this was reiterated in a recent post by Boomerang app, who saw a 16% conversion uplift when they formatted their Google Play Store description. Whilst we haven’t seen this high conversion uplifts on the description before, we did see conversion increases by making clever use of emojis or rich formatting.

You can use rich formatting to bring out the structure in your play store description, for example by creating chapter headings. But you can also use rich text and emoji’s to stand out of the crowd. Even in your Google Play Title (see Wattpad 📖 Free Books) and developer name you can use emojis to increase conversion, although you won’t be able to run A/B tests on these two assets.

emojis & rich formatting in play stores assets

How do you format text in Google Play?

Because there’s a pretty big difference between how your assets are rendered in the Play Store App on an Android device and on we’ve create a little cheat sheet which shows you what you can do with each of the five text assets in Google Play:

Google Play Rich Formatting: Title, Short description & Developer Name

Google Play Rich Formatting- Title, Short description & Developer Name

Rich Formatting of your Description & What’s New-field

Rich Formatting of your Description & What’s New-field

(*) HTML in your “What’s New”-section will be stripped entirely on

If you want to format your Play Store Description with Emoji’s, just copy-paste Emoji’s from Another good resource is Graphemica.