Google I/O 2025 brought a wave of announcements that signal big changes ahead, especially for those in the app marketing world. From AI-fuelled creative tools to new ways for users to discover apps on the Play Store, the updates unveiled this year could redefine how we approach everything from user acquisition to retention.
Here’s a breakdown of the most important updates for app marketers and what you should be thinking about as you refine your strategy.
Bigger discoverability & conversion opportunities
The Google Play Store is becoming smarter and more supportive of app growth. One of the most exciting updates is the introduction of topic browse pages, curated, content-themed collections that allow users to explore apps based on specific interests, such as TV shows, movies or hobbies. This creates new pathways for discovery, especially for apps in the entertainment, lifestyle or educational sectors. Marketers should consider how their app can align with trending themes or seasonal content to make the most of this opportunity.
Improving downloads with audio previews
Another fresh feature is audio previews for apps, which allow developers to upload short audio clips to showcase their app’s content. This is particularly relevant for audio-first apps like guided meditation platforms, language tools or music apps.
Incorporating high-quality audio previews could improve store listing conversion by offering users a more immersive experience before download. This gives users more context before they download, helping improve conversion rates with richer, sensory-first storytelling.
Smarter subscription opportunities
Google has also expanded its subscription capabilities. With multi-product checkout and the ability to offer subscription add-ons, developers now have greater flexibility in how they package and sell recurring services. This opens the door to more creative pricing strategies. App marketers should consider whether introducing bundled services or tiered subscriptions could help drive higher customer lifetime value (LTV). More customisation means more opportunity to increase average revenue per user (ARPU) and better match offers to user needs.
Yodel Mobile insights
“Currently, audio previews are only being rolled out to health and wellness apps in the U.S., but the potential is significant. Users who interact with the audio previews are three times more likely to download. For audio-based apps, this is a game-changer. If you give people a taste, they’re way more likely to install it, it’s like ‘try before you buy’ for apps.” – Stephen Cooper, Senior ASO Executive
AI-powered creative tools
Generative AI continues to transform how we create and test marketing assets. Google introduced Veo 3, its next-generation video generation model, which can now create full video sequences complete with background audio, dialogue and realistic visuals. This is a huge advantage for marketers looking to scale user acquisition videos or produce explainer content without the cost of traditional production. This means you can scale high-quality video content at a fraction of the time and cost, making it easier to test what resonates with users.
Imagen 4, Google’s new image generation model, also makes a splash with hyper-realistic rendering, faster output and support for multiple styles and resolutions. Whether you’re creating lifestyle visuals or concept art, Imagen 4 allows for rapid content production that’s perfect for A/B testing or store listing refreshes. Faster visual iterations will lead to quicker creative wins and better performance insights from your experiments.
Tying everything together is Flow, an AI-powered video editor that integrates the capabilities of both Veo and Imagen into one seamless platform. For marketers, this means shorter creative production cycles, more efficient localisation workflows and greater capacity for creative experimentation across markets. With centralised AI tools, you can streamline creative processes and respond faster to market shifts or seasonal campaigns.
App Store Optimisation (ASO) gets an upgrade
ASO is evolving alongside user behaviour. Google’s updates suggest that discovery is becoming more context-rich and conversational, especially with new features like “AI Mode” in Search and “Search Live,” which uses real-time camera-based queries. Users are no longer just searching with keywords; they’re interacting with content in new, more dynamic ways.
Marketers will need to move beyond basic keyword targeting and start thinking about broader search intent, themes and semantic relevance. Optimising for real-world context and conversational search increases your chance of being found by high-intent users.
Another noteworthy update is Stitch, Google’s new AI UI generator, which can turn a simple prompt into front-end code for mobile and web. This is a great tool for rapidly prototyping new features or building A/B testable experiences, such as onboarding flows or promotional microsites. It significantly lowers the development barrier, allowing marketers to experiment and iterate faster than ever. Being able to conduct faster testing means that learning will also be faster.
Retain users through more insights
This year, Google introduced enhanced rollout management tools, including the ability to pause live releases if issues arise. This is a welcome change that gives teams more control over version updates and protects against bugs impacting users or harming your app’s rating. You can safeguard user experience and brand reputation by stopping buggy updates before they spread too far.
On the technical side, Android Studio now includes Gemini-powered crash insights, which use AI to diagnose the root cause of app crashes. For marketing teams, this translates to a smoother user experience, faster bug fixes and ultimately higher retention and store ratings. Ensuring the app runs smoothly isn’t just a developer’s concern; it directly impacts how your app performs in the store and how users perceive it. Stable apps keep users loyal, boost reviews, and enhance store rankings, all of which are crucial for long-term growth.
Yodel Mobile insights
“This change is a positive step. Google’s taking pretty ‘harsh’ measures by flagging apps that crash more than their peers, but at least now they’re giving us the tools to actually do something about it. With Gemini breaking things down in more accessible language, it’s much easier to understand what’s going wrong, even if you’re not a developer.” – Megan Dean, Strategy Director
What to start thinking about now
You should be adjusting your strategies to align with these new developments:
- Discovery is evolving:
AI-powered recommendations and topic-based browsing mean store listings need to tell a richer, more context-aware story. Think beyond keywords, what themes and use cases does your app serve?
- Creative production is accelerating:
Tools like Veo, Imagen and Flow will allow for faster, more experimental visual and video content, making it easier to A/B test at scale.
- App stability will affect visibility:
With Google highlighting crash-prone apps in the Play Store, stability is now part of your marketing funnel. Use Gemini-powered diagnostics to stay ahead of issues.
- AI-powered testing and diagnostics:
Android Studio’s new AI features can help surface bugs and performance issues before they impact user reviews, protecting your brand and retention rates.
- Smarter rollout control:
Developers can now pause live rollouts if a bug slips through, helping you avoid damage to your listing and review scores.
- New UX innovation tools:
Stitch and generative UI features let teams test new designs quickly, reducing dev time and encouraging experimentation with flows and layouts.
- Personalisation across platforms:
With AI integrations into Gmail, Google Calendar, and Tasks, expect user expectations around personalisation to rise. Apps that meet users where they are, with the right message at the right time, will have an edge.
- Content-first positioning:
Audio samples, video previews, and topic browse pages are becoming key decision-making touchpoints. Lean into high-quality previews that reflect real use.
- Plan for AI-mode Search:
As conversational search grows, expect shifts in how users discover apps. Even if it’s early days, staying informed helps future-proof your strategy.
- Build for long-term retention:
With new insight tools and user signals being prioritised by Google, a focus on retention and long-term engagement is essential to stay visible in-store.
Final thought
Whether you’re managing ASO, running performance campaigns or shaping long-term product growth, Google’s 2025 roadmap signals one clear direction: personalised, multimodal and AI-driven app experiences.
Staying ahead means adopting these new tools not just for efficiency, but for creating smarter, more intuitive journeys for your users. Start experimenting early, monitor Play Store developments closely, and be ready to evolve how you create, market and monetise your app.
