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final 608adf64fcb43900c44d511c 561299


Posted by Bert de Weerd and Tingmui Li, Google Play

When Google Play launched in 2008, it was easy for developers to get noticed live on the Play Store with just a few hundred apps and games. To date, millions of apps and games are available to audiences in over 190 countries. The unique resources you make available to the store – images, videos, descriptions, and even the name of your app itself – are vital for users in deciding what to download.

Google Play is increasingly showing more of your assets in front and in the middle, displaying graphical assets and descriptions right on the home page of apps and games. To ensure that your shop listing assets can help users anticipate your in-app or in-game experience and enable meaningful downloads, we are:

  1. Advance policy change for app metadata
  2. Introduced new guidelines for preview assets in the store

1. Announce policy change for app metadata in advance

Since your app title, icon and developer name are the most important identifying elements on your shop listing page, we are preparing to introduce new guidelines to keep these elements recognizable and unique, focusing on:

  • Limit the length of app titles to 30 characters
  • Prohibit keywords that imply memory performance, advertising in the icon, title, and developer name
  • Eliminate graphic elements that can mislead users in the app icon

App title, icon, and developer name that do not meet the upcoming guidelines are not allowed on Google Play. More details on this policy change, including the start dates for enforcement, are expected later this year.

We recommend reading the following Do and Don’t examples and thinking about how these changes could affect you so you can prepare for the upcoming policy changes.

Storage performance or rank:

Price and advertising information:

Play programs and graphical elements that mislead users:

Emoticons & repeated or consecutive special characters and / or punctuation:

2. New guidelines for previewing assets in the store

We’re also announcing new preview assets guidelines for the feature graphics, screenshots, videos, and brief descriptions that you provide to showcase your app’s features and functionality. Assets that do not meet our guidelines may not be promoted and recommended for key Google Play interfaces such as Apps and Games Home.

The new guideline for developer-provided assets focuses on the following principles:

  • Do the preview assets accurately represent the app or game?
  • Do the preview assets provide enough information to help users decide whether to install them?
  • Are the preview assets devoid of buzzwords like “free” or “best” and instead focus on providing meaningful information about the unique aspects of your app or game?
  • Are the preview assets properly located and easy to read?

Read our new store listing guidelines to ensure your apps and games are eligible for recommendations across all of Google Play’s interfaces. We will use these guidelines from the second half of 2021 to share our recommendations.

We hope you found both the Policy Advance Announcement and the Asset Policy Preview announcement helpful in planning your roadmap for the year, and we hope you share our enthusiasm for a more useful and engaging Play Store.

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