Google has released today on its Android Developers blog information about localizing graphics for Play Store listings. It's no secret that Google Play is quickly expanding its reach to many new countries. Part of making the expansion to new markets successful is targeting promotional materials to specific countries. Along with offering localized translations of apps and descriptions, developers can now use different graphics and promotional materials depending on the country the user is accessing the Play Store from as well. Developers could now, for example, offer a different splash page for a country or region's holiday during a certain period, or offer language-specific graphics in each region which the app supports the language.
Google notes in its blog post that a full 2/3 of app revenue in Google Play now comes from outside of the United States, making it clear to developers that this is something important to pay attention to.
Source: Android Developers Blog