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Discover the May 2025 Google Play Store system updates, including the Travel tab and improved Play Search, along with ASO guidance to enhance your app’s visibility and user engagement.
Google Play's May 2025 system updates introduce new features such as the Travel tab and enhanced Play Search with video support, providing developers with fresh opportunities to enhance application discoverability.
As an Android developer, leveraging these updates can elevate your app visibility and user engagement in a competitive market!
In this blog, we outline the key Google Play Store updates this month in chronological order, analysing their impact on developers, Google's stance, and app market trends from an ASO perspective:
[Phone] With this update, you can now search content in videos, animations, and other formats on Play Search.
💡 Expert Insights:
Developers should integrate high-quality videos and animations into Play Store listings to optimise for Play Search, as Google's emphasis on rich media enhances visibility in a market increasingly focused on visual application discovery.
Compelling previews are now essential to capture user interest and drive installs.
[Phone] This new feature allows users to opt in to promotional notifications and emails for offers, deals, and more.
💡 Expert Insights:
From an ASO standpoint, developers should craft targeted, non-intrusive promotional notifications to boost engagement and retention, in line with Google's user-consent focus within a market prioritising personalised, opt-in marketing.
A/B testing notifications can improve user response without risking negative reviews.
[Phone] This update allows users to discover relevant content from their travel and event applications under the "Travel" tab in Play Collections.
💡 Expert Insights:
Travel and event application developers should optimise Play Store listings with keywords such as 'travel' and 'events', paired with engaging visuals and accurate metadata, to stand out in the new curated tab and increase organic installs in a niche-driven market.
[PC, Phone] Users can receive more relevant application recommendations when additional web and app activity settings are enabled.
💡 Expert Insights:
From an ASO perspective, precise Play Console metadata is crucial to maximise visibility in Google's data-driven recommendations, catering to a market demanding personalised application discovery.
Accurate categorisation and keyword optimisation drive better targeting and higher rankings.
[Phone] With the update to Google Play Inline Installs, applications can now be opened from other applications with minimal disruption.
💡 Expert Insights:
Integrating Inline Installs with optimised deep links can streamline cross-application promotions, enhancing conversion rates and user acquisition metrics, as Google's emphasis on seamless onboarding aligns with a market favouring frictionless application adoption.
[Phone] This update allows users to resize panes on the search results page using a draggable divider on large-screen devices.
💡 Expert Insights:
Developers must optimise applications for adaptive layouts on foldables and tablets to comply with Android 16 large-screen standards, as non-compliance may reduce Play Store visibility in a market increasingly dominated by diverse device formats.
Responsive design is vital for maintaining search rankings.
Rich Media Optimisation: Incorporate high-quality videos and animations in Play Store listings, embedding keywords such as "travel" or "events" to align with Play Search and the Travel tab for maximum organic reach.
Promotional Strategy: A/B test promotional notifications to optimise engagement whilst adhering to Google's Spam and User Experience policies, ensuring positive user feedback and retention to enhance ASO performance.
Metadata Accuracy: Fine-tune Play Console metadata for precise categorisation to capitalise on enhanced recommendations, boosting visibility in personalised search results and improving application rankings.
Large-Screen Support: Ensure applications support resizable layouts on large-screen devices to comply with Android 16 requirements, preventing visibility or functionality issues that could negatively affect Play Store rankings.
Inline Installs: Implement and test Inline Installs to enhance cross-application promotion flows, improving conversion rates and strengthening ASO metrics such as install velocity and user acquisition.
The May 2025 Google Play Store updates equip developers with tools such as curated tabs, rich media search, and seamless install flows to amplify application visibility.
By adopting strategic ASO—leveraging vibrant visuals, precise metadata, and optimised user acquisition—you can propel your application to the forefront of a dynamic, user-centric market.
Recommended Reading:
A beginner's guide for application developers and marketers to learn App Store Optimisation (ASO).
Learn the fundamental rules and best practices for effectively working with textual metadata to boost application rankings and visibility.
Get the latest insights from Google I/O 2025 for improved engagement and monetisation.
Google Play Store Ranking Algorithm,
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