Apple’s New Games App: Key Features & Insights for Developers

With the introduction of iOS 26, Apple launched the standalone Games app, a significant move that separates gaming from the rest of the App Store experience. But what does this mean for developers and users alike?

Let's explore the unique features of this new app and how it's reshaping the way games are discovered and engaged with on Apple devices.

What Makes the New Games App Stand Out?

The Games app is designed to act as a dedicated space for all things gaming, spanning iPhone, iPad, Mac, and Apple TV. Unlike the traditional App Store where games are just one of many categories, the Games app offers an exclusive, immersive experience focused entirely on games. This separation allows Apple to cater to the increasing demand for gaming content in a more streamlined and personalized way.

Source: Apple Store

Automatically Installed and Seamless Integration

The new Apple Games app is automatically downloaded when users update to iOS 26. Games from the App Store are automatically placed in the Games app without requiring any new assets. This smooth transition reduces the friction of moving between platforms, making it easier for players to discover and enjoy their games.

Algorithm-Driven Recommendations

The discovery and categorization mechanism in the New Games App is designed to provide users with a personalized and efficient game exploration experience, combining familiar elements from the App Store with algorithm optimizations tailored for gaming.

This mechanism divides content into personalized recommendations and general highlights:

The personalized section generates user-specific rows based on play history, downloads, and interests, such as “Continue Playing” and "Friends Suggestions" helping users quickly resume played games.

The general highlights include chart-style collections like “Top Free Games,” “Top Paid Games,” and “Game Center – Top Played Games,” mirroring the App Store's editorial selections and category rankings but centered exclusively on games, avoiding mixing with other app categories.

Expert Tips: To leverage this, developers should prioritize metadata and Apple Tags for better algorithmic visibility. If you need help, ASOWorld's ASO services can assist with metadata optimization, improving titles, descriptions, and keywords for better visibility.

How Does Search Work in the Games App?

Search in the Games app operates differently than the App Store. There are no ads, and when a game has an active event, it can appear twice in the search results. These two organic results are presented side-by-side when the iPhone is tilted to the side. This increased visibility provides more chances for players to discover games.

Search results are also personalized. The library search is based on a player’s previous play history, making it easy to resurface games that have already been played. Portrait preview tiles render smaller and don’t autoplay videos, ensuring a quicker, quieter scroll.

For new games, the CTA is “Get” redirecting to the App Store for download, while for played games, it's a direct “Play” entry, improving discovery flow.

However, creative assets need to be optimized for the new layout. Portrait screenshots are displayed smaller than in the App Store, and landscape assets are elongated. Most notably, videos now require 5.5-inch formats instead of the previous 6.5-inch assets, potentially affecting how some creatives are presented.

Notes: The background color in the Apple Games app is automatically generated by Apple AI based on the primary colors of the game’s icon, chosen from a limited color palette. Developers can reach out to the Apple Editorial team if they wish to customize this color to better align with their brand identity.

Key Changes to Product Pages

Unlike the App Store, product pages in the Games app are more minimalistic. Several elements, such as featured reviews, "What’s New," and "More by Developer," are omitted to create a more focused experience. This leads to a shorter funnel, but with fewer distractions, offering a direct path to discovery and download.

However, the Games app has a notable downside: it does not support Product Page Optimization (PPO) experiments. Additionally, downloads can only be initiated from the product page, rather than directly from search results.

Expert Tip: Given the lack of PPO experiments in the Games app, it is crucial for developers to prioritize high-quality creatives on their product page. A clean, appealing page will play a vital role in conversion optimization.

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What Analytics and Measurement Are Coming?

In November 2025, Apple will introduce Games-specific metrics in App Store Connect, including impressions, page views, downloads, and conversion rates. These metrics will allow publishers to track the performance of games within the new app and measure if the Games app is generating incremental reach or cannibalizing App Store traffic.

Developers will also be able to track new source types such as Games Search and Games Browse, providing deeper insights into the performance of their games on this new platform.

Expert Tips: Once live, build a workflow to monitor subcategory rankings, competitor in-app events, and creative choices.Use ASOWorld's Free ASO Tools for event inspiration, and cross-reference with metrics to refine strategies. Avoid over-reliance on old App Store data; treat Games as a parallel channel.

Will the Games App Change Game Discovery?

While the Games app may not completely replace the App Store for game discovery, it is undoubtedly a new, powerful distribution channel. The App Store will likely remain the go-to source for casual users, but the Games app is set to capture more dedicated gamers’ attention and time. Games publishers who embrace the new discovery model, focusing on algorithm-driven feeds and social engagement, will find success in this new gaming ecosystem.

Treat the Games app as a parallel funnel to the App Store. Developers should not view it as an afterthought but as a distinct channel for discovery, marketing, and conversion.