UK Marketing ASO Focus: Metadata Updates on Japan Google Play Store

Recently, the Google Play Store in Japan made a significant adjustment to its metadata policy, specifically the title character limit.

Metadata, which includes elements like app titles, descriptions, and keywords, significantly influences an app's visibility and downloads. As an essential element in the realm of app marketing, this change significantly influenced App Store Optimization (ASO).

Meta Data Updates: A New Character Limit for App Titles

A recent update on Japan Google Play Store specified the app title limit to a mere 30 half-width characters. Instead of in-same counting on both half-width and  full-width characters, the new policy reduced the full-width character limit to 15.

When dealing with Japanese text, the formatting is different from many other languages – half-width and full-width characters. Half-width and full-width characters may appear slightly different, but they are recognized as completely distinct characters in the computer system. 



Half-width characters, also known as 1-byte characters, are characters that occupy half the width of full-width characters. Their width is essentially similar to Latin characters and is commonly used for alphanumeric characters, punctuation, and some katakana characters.

Full-width characters occupy the same space as two half-width characters, called 2-byte characters. They are typically used for more complex characters in the Japanese writing system, such as kanji, hiragana, and certain katakana characters.

Adapting to this change requires a strategic approach. Developers and marketers need to use Keywords that resonate with their target audience and accurately represent the app's core functionality. It's also important to prioritize the most significant features or aspects of the app in the title, given the reduced character limit.

>>> How to Make a Good App Title?


(Free ASO Tool: App Intelligent Diagnosis from ASOWorld)