This Play Store update marks the addition of a brand-new Material Design layout for app and other content pages, and the rollout has just begun, according to Googler Kirill Grouchnikov.

Listings are now more immersive and colorful, using hero images where appropriate. Apps and games use the hero image or promo video developers have already uploaded to the Play Store, while movies use their respective trailers, and books and magazines use an expanded header, since their covers are usually portrait rectangles which wouldn’t translate well to an immersive hero image.