Google revamps Play Store with AI and fresh gaming tools

Google is giving the Play Store its biggest makeover in years, rolling out updates designed to make the app marketplace more personal, engaging, and powered by artificial intelligence. The changes, announced Tuesday, include a redesigned Apps tab, a new You tab for personalized content, upgraded gaming features, and the integration of Gemini AI across the platform.
“For over 4 billion users, Google Play is an important gateway to discovering apps, games, books, movies, TV, and timely cultural content, and our ambition is to help all users engage with the apps and content that fuel their needs and interests,” said Aurash Mahbood, VP and General Manager of Google Play Games, during a press briefing.
AI Search and the Redesigned Apps Tab
One of the most notable additions is Guided Search, which allows users to search for apps and games by describing a goal instead of knowing the app’s exact name. For example, a user might type “find a home” and be directed to real estate apps.
The Apps tab is also being overhauled to include curated spaces centered on seasonal or personalized themes. In the U.S., users will see WNBA-related content, while in other markets, themes reflect local interests—like cricket in India, comics in Japan, and video content in Korea. Short-form video, which Google says is the most frequently consumed format on smartphones, will also be emphasized.
A Personalized Home With the “You” Tab
The newly introduced You tab serves as a central hub for users to manage subscriptions, track Play Points, view stats, and get personalized recommendations across apps, movies, TV shows, podcasts, ebooks, and audiobooks.
It also makes it easier to resume content you’ve recently engaged with. Gamers get an added bonus: customizable gamer profiles that showcase achievements and can be personalized with AI-generated avatars.
A New Games Tab and AI Sidekick
Gaming is receiving a major boost with a redesigned Games tab, which consolidates achievements, rewards, and community features. A new Play Games Leagues feature is debuting with the popular title Subway Surfers, running October 10–23, where players can compete with friends for Play Points rewards.
But the headline feature is the AI-powered Play Games Sidekick, an in-game overlay powered by Gemini Live. Players can ask the Sidekick for real-time assistance, tips, or encouragement without leaving the game. The tool uses Gemini’s audio-to-audio model to understand gaming context and provide relevant guidance.
Initially, Sidekick will work with select titles from EA and Netmarble, including Star Wars: Galaxy of Heroes, FC Mobile, and Solo Leveling: Arise.
Additionally, enhanced Game Detail Pages will highlight ongoing events, developer news, and community discussions. Starting next month, players will also be able to ask and answer questions directly on these pages.
Play Games on PC Exits Beta
Finally, Google announced that Google Play Games on PC—which brings access to over 200,000 mobile titles on Windows desktops—is officially exiting beta.
The Bigger Picture
The overhaul builds on Google’s push to make the Play Store a full-fledged content destination, not just a utility for app downloads. Recent additions like Collections and content discovery tools are now being joined by personalized, AI-powered features designed to keep users engaged across devices and formats.
With Gemini at the heart of these changes, the Play Store is evolving from a storefront into an interactive, AI-driven hub for entertainment, gaming, and personalized content discovery.