Non-core markets grow 3x faster. Most publishers copy-paste and hope.
Brazil, India, Indonesia, Mexico. These markets have hundreds of millions of Google Play and App Store users. They are not niche. They are the next wave of mobile growth. And the bar for optimisation in them is still remarkably low. The publishers who localise and test first will own these markets before the rest even start.
Entering a market without testing it isn't a strategy. It's a guess.
The opportunity is obvious. The problem is justification. You cannot hire an ASO specialist per market before you have proven the potential, but you cannot prove the potential without running experiments first.
Most teams resolve this tension by doing nothing, copying their English-language listing into new markets and moving on.
Your team tests in EN-US. Running experiments in Portuguese, Hindi, or Bahasa requires resources, context, and time you do not have.
Hiring an ASO specialist per market makes no financial sense until you have proven the opportunity. But proving it requires someone to run the tests.
The risk of damaging conversion in your primary markets is real. Most teams avoid new-market testing entirely because isolation is too hard to guarantee manually.
Validate new markets in weeks. Not quarters. Not headcount.
PressPlay runs the full testing loop for new markets autonomously. Localised hypotheses, localised assets, real Google Play and App Store experiments, all isolated from your core markets. Your team sets the parameters. The agent does the rest.
What changes when you test before you commit.
Built for low-risk market expansion.
Publishers testing in new markets see 2 to 3x higher ROI on expansion spend. Most never test at all.
This works best when you have already nailed your core markets.
Your next market is already growing. The question is whether you are testing in it.
Book a demo and see how PressPlay runs localised experiments across new markets autonomously.