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Time To Play: How Apple’s New Games App Could Shake Up ASO

June 6th, 2025

Time To Play: How Apple’s New Games App Could Shake Up ASO
Anh Nguyen

by Anh Nguyen

COO & Co-Founder at Gummicube, Inc

This fall, Apple will launch a dedicated Games app across iOS 26, iPadOS 26, macOS 26, and tvOS 26. This new app is expected to serve as a centralized destination for all games on a user’s device, consolidating titles downloaded from the App Store, Apple Arcade, and even those acquired outside the store on macOS. While much of the early conversation has focused on the streamlined user experience, the strategic implications for App Store Optimization (ASO) are already coming into focus.

For mobile game developers, this change introduces new questions about how Apple plans to surface and promote games moving forward. It remains unclear whether games will continue to appear in the App Store as they do today or if all titles will be redirected to live exclusively within the new Games app. This uncertainty highlights the need for developers to pay close attention to evolving user flows and shifts in editorial priorities.

What is clear is that this update could alter how visibility is achieved in Apple’s ecosystem. Developers must be prepared for a potential realignment in discovery and ranking. A proactive, data-driven ASO strategy will be essential to maintain and grow visibility in what may soon be a newly segmented experience.

In this week’s ASO News, we unpack what the new Games app might mean for discovery, explore how it could reshape user engagement, and outline key best practices to future-proof your mobile game’s presence.

Apple App Store New Games App Functions

POTENTIAL FUNCTIONS FOR APPLE’S NEW GAMES APP

Apple’s new Games app is designed to unify the gaming experience across multiple Apple platforms by consolidating all installed games into one accessible location. This strategic move could simplify how users manage and launch games, and it could also introduce new editorial and social dimensions.

Three core functions we could expect from this new gaming space:

  • Unified Access Point: The Games app could list every game installed on a device, regardless of whether it was downloaded from the App Store, Apple Arcade, or sourced independently on macOS. This consolidation could shift user habits toward using the Games app as the primary interface for gaming.
  • Curated Editorial Content: Apple’s editorial teams could feature stories, recommendations, and game spotlights within the app. This curated content could drive significant user engagement and influence discovery patterns.
  • Reinforced Social Features: The app could expect to reintegrate Game Center’s social components, including leaderboards, achievements, and player activity tracking. These elements could boost user engagement through competition and community.

One important unknown is whether games will still appear prominently within the main App Store or if the Games app will become the default discovery and launchpad for mobile games. If the latter occurs, Apple could effectively be segmenting its ecosystem by creating a separate, standalone gaming marketplace. This could redefine the channels through which app developers acquire users and measure success.

HOW THE NEW GAMES APP RESHAPES DISCOVERY

This dedicated Games app could represent a new discovery surface that is explicitly for gaming experiences. This new gaming space seems like it is aiming to prioritize play intent, editorial storytelling, and social engagement. 

Developers should anticipate the following changes:

  • Increased Competition for Editorial Placements: Apple’s editorial curation could become an even more prominent gateway to game discovery. Securing a featured spot will require polished creative assets, clear positioning, and proactive engagement with Apple’s editorial teams.
  • Fragmented Attribution and Tracking: Traffic could potentially be split between the traditional App Store and the new Games app. This would attribute installs and user activity to become more complex if this traffic shift happens. App developers would need to implement data-driven tracking solutions within ASO tools to understand their performance better across both environments.
  • Emphasis on Game Center Activity: User engagement within Game Center, including leaderboards and achievements, could likely become a key signal for ranking and editorial consideration. Games that encourage social play and frequent re-engagement may gain an advantage.

Early app preparation, focusing on compelling app creatives, strong metadata, and performance tracking, will be essential to compete effectively in this new gaming space.

ASO STRATEGY IN A POST-GAMES APP ERA

With this shift in the gaming space for Apple, app developers could plan to anticipate changes in the app store listing guidelines, editorial curation criteria, and the competitive landscape for placements. It is currently unclear how exactly these changes will affect ASO fully, but what we do know is that the app standards for what performs well will evolve with this gaming update.

Now more than ever, your ASO strategy needs to be forward-thinking and adaptable. Apps must be ready to meet higher expectations in creative quality, keyword precision, and audience engagement, all while navigating a more dynamic and potentially segmented discovery experience.

To position your app title effectively within this new environment, your ASO approach should be rooted in performance data, creative experimentation, and platform awareness. In the next section, we’ll break down the most impactful ASO best practices to implement now to stay competitive once the Games app is live.

ASO BEST PRACTICES TO PREPARE FOR THE GAMES APP SHIFT

Now that we've outlined the broader strategic considerations, it's time to focus on the tactical side of ASO. The following best practices will help developers strengthen their listings and adapt to new user behavior patterns introduced by the Games app.

The upcoming Games app could fundamentally alter the landscape of mobile game discovery. Apps that wait until after launch to adjust their ASO strategies will already be too late. To secure a competitive position within this new gaming space, these ASO best practices should be implemented immediately:

Mobile App A/B Testing: Test What Works Fast

A/B testing is not optional if you plan on succeeding in the App Store. In the face of a new app discovery platform, regular experimentation is critical.

  • A/B test variations in screenshot order, content, and design.
  • Compare gameplay-driven videos against feature-focused previews.
  • Evaluate alternative icon designs that capture seasonal trends or genre characteristics.

Using ASO tools such as SplitCube allows mobile app A/B testing at scale. This capability provides fast, actionable insights so you can prioritize the creatives that deliver the best results and quickly pivot from those that do not.

Creative App Assets: Focus on the First Three Screenshots

Your first three screenshots are your digital storefront. They must immediately capture attention and communicate value.

  • Highlight top gameplay features in the opening screenshots.
  • Use large, bold text overlays that remain legible on all device sizes.
  • Utilize engaging, visually appealing designs that avoid clutter and distraction.
  • Update creative assets regularly to reflect new content, app features, events, or player feedback.

Well-crafted creative assets can drive higher conversion rates and improve your chances of editorial featuring.

High-Volume Keyword Optimization: Visibility Starts with the Right Keywords

Despite a shift toward curated discovery, metadata remains foundational to ASO.

  • Target relevant, high-volume keywords with manageable competition.
  • Incorporate those high-volume, relevant keywords strategically into titles, subtitles, and your creatives.
  • Localize your keywords and messaging for international markets.

ASO tools like DATACUBE can provide real-time, ongoing keyword research and ranking insights to keep your metadata aligned with evolving search behavior.

CONCLUSION

Apple’s launch of a standalone Games app signals a new chapter for the mobile gaming industry. This update will reshape discovery, engagement, and competition across Apple’s platforms. For developers and ASO professionals, this evolution demands immediate and thoughtful action.

The Games app emphasizes editorial curation, social integration, and an enriched user experience that challenges traditional search-based discovery. Developers who proactively optimize their metadata, creative assets, and engagement strategies will be positioned to capitalize on the opportunities this new platform offers. Those who delay risk losing valuable visibility and falling behind in a rapidly changing market.

ASO is a dynamic, ongoing process requiring regular A/B testing, data analysis, and a deep understanding of platform shifts. Leveraging advanced ASO services and adopting a forward-thinking mindset is essential to not only survive but also lead in the post-Games app landscape.

By preparing now, your game will be ready to succeed in Apple’s new gaming environment.

LET’S CHAT!

If you are preparing for the iOS 26 launch cycle or want to discuss how to position your app listing effectively within the new Games app ecosystem, our ASO experts at Gummicube are here to help. For over a decade, we have specialized in data-driven ASO strategies that evolve alongside platform changes.

Reach out today to discuss how a data-driven ASO strategy can get your game noticed and elevate your app store presence in an ever-evolving market.

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