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Google is completely revamping the Play Store with a powerful new AI assistant

The new 'Play Games Sidekick' uses Gemini to give you real-time help, part of a massive overhaul to the Android app experience.

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By Johanna Romero

Published: Sep 23, 2025, 8:01 AM

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Hero image of a woman on top of a mounting surrounded by game icons

Here's a look at the massive AI-powered update coming to the Google Play Store. It features a new "You" tab and a "Sidekick" for gamers that aims to transform the app store into a personalized hub for all your content.

What's new with the Google Play Store?

Some of the new experiences coming to the Play Store. | Images credit — Google

Google is rolling out a huge update that reimagines the Play Store as more than just a place to download apps. The revamp introduces several key features, with a big focus on personalization and gaming, all designed to bring you content without you having to hunt for it.

The main "Apps" tab is getting smarter. You'll see new curated sections dedicated to seasonal topics, visually spotlighting things like the WNBA playoffs or Halloween, with content pulled from multiple apps. For finding what you need, a new "Guided Search" lets you type in a goal like "find a home," and AI will organize relevant apps into helpful categories.

But the biggest changes are for gamers. Google is creating a unified gaming platform right inside Play. This includes a new gamer profile that tracks stats and achievements across all your games (mobile and PC) and can be customized with a Gen AI-created avatar. A new feature called "Play Games Leagues" will let you compete against others in games like Subway Surfers for Play Points rewards.

The most notable addition is the "Play Games Sidekick," an in-game overlay that gives you access to Gemini Live. Using screen sharing, the AI can understand your game context and give you verbal tips and walkthroughs without you ever having to leave the app.

Finally, all of this comes together in a brand new "You" tab. This is your personalized home base, combining your gaming profile, rewards, and subscriptions with tailored recommendations for things like audiobooks and podcasts, letting you jump back into whatever you were enjoying last.

AI has a new role in the Google Play Store. | Images credit — Google

Why this overhaul is a big deal

This overhaul will hopefully bring new, exciting games to the Play Store. | Image credit — Google

Let's be honest and admit that the Google Play Store is not exactly an exciting destination most Android users and gamers flock to. Google's move is a direct attempt to change that by leveraging its biggest strength: AI and personalization. This isn't just a fresh coat of paint; it's a fundamental shift to make the Play Store a place you hopefully want to hang out in, not just a utility you use to find an app and leave.

When you look at the competition, Apple's App Store has always excelled at human curation with its editorial highlights and "Today" tab. Google is taking a different, more tech-forward path. Instead of relying solely on editors, it's using AI to create a deeply personal experience. Features like the in-game Sidekick and competitive Leagues are things Apple simply doesn't offer. While Apple Arcade is a great curated subscription, Google is integrating these advanced tools and community features directly into the core Play experience, building a more comprehensive platform that goes beyond just selling games.

Is the in-game Sidekick a feature you would use as a gamer?

Yes

47.06%

52.94%

Is this the future of app stores?

I think this is absolutely the right direction. Turning a simple digital catalog into a dynamic, personalized hub makes so much sense in 2025. The Gemini-powered Sidekick is easily the most exciting feature here; it feels genuinely useful and a little bit like the future. No more pausing a game to search for a tutorial on YouTube—the help comes right to you. The addition of community Q&A sections on game pages and the Play Leagues are also smart moves to build a sense of community, which is key to making the store a true "destination."

My only hesitation is that Google has a habit of launching ambitious features that can sometimes feel cluttered or get neglected over time. The success of all this will depend on a clean, intuitive execution. That said, I'm optimistic. This is a bold and necessary move to compete with other gaming platforms by playing to Google's strengths.

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Johanna 'Jojo the Techie' is a skilled mobile technology expert with over 15 years of hands-on experience, specializing in the Google ecosystem and Pixel devices. Known for her user-friendly approach, she leverages her vast tech support background to provide accessible and insightful coverage on latest technology trends. As a recognized thought leader and former member of #TeamPixel, Johanna ensures she stays at the forefront of Google services and products, making her a reliable source for all things Pixel and ChromeOS.

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