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Conquering the RPG Realm – How ASO & A/B Testing Fueled a 350% Surge in Installs

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +390% Organic Installs iOS (US)

  • +350% Ranked Keywords GP (UK)

  • +325% Organic Installs GP (US)

  • +310% Ranked Keywords iOS (CA)

  • +295% Organic Installs GP (UK)

  • +280% Ranked Keywords GP (FR)

  • +265% Organic Installs iOS (CA)

  • +255% Ranked Keywords GP (DE)

  • +245% Organic Installs GP (IN)

  • +230% Ranked Keywords iOS (BR)

  • +220% Organic Installs GP (BR)

  • +210% Ranked Keywords GP (AU)

  • +200% Organic Installs iOS (AU)

  • +185% Ranked Keywords GP (US)

     

+390%

Organic Installs GP (US)

+350%

Ranked Keywords iOS (US)

+325%

Organic Installs iOS (US)

About Case Study

Service: App Store Optimization
Genre: Role-Playing Game (RPG)
Case Study Duration: January 2022 – December 2024

Who Is Our Partner?

Our partner is a well-established game development studio based in Japan, renowned for creating immersive and story-driven Role-Playing Games (RPGs). With a rich portfolio of successful titles, they are known for their deep lore, captivating visuals, and strategic gameplay. Their audience spans across North America, Europe, and Asia, where RPGs enjoy a loyal and passionate fanbase.

Purpose of the Promotion

The game had successfully launched in key markets and initially gained traction through paid user acquisition. However, organic installs were lagging, leading to unsustainable growth. The RPG genre is known for its dedicated player base, but standing out in a highly competitive landscape required a robust ASO strategy.

The primary objectives of this campaign were to:

  • Improve the game’s store visibility and keyword rankings.
  • Drive organic installs through strategic ASO improvements.
  • Enhance conversion rates with optimized creatives and localized store pages.
  • Increase player retention by aligning store visuals with in-game experience.
  • Leverage special events and seasonal content to boost engagement.

Key Challenges

  1. Intense Competition: The RPG market is saturated, with thousands of games vying for attention.
  2. Diverse Audience Preferences: RPG fans in different regions have varied tastes in themes, aesthetics, and narratives.
  3. Low Organic Growth: Despite strong paid user acquisition, organic downloads remained stagnant.
  4. Creative Cohesion: Ensuring icons, screenshots, and videos accurately represented gameplay to build trust.
  5. Localization Complexity: RPGs feature extensive storytelling, making localization crucial for immersion and engagement.

Team Actions

1. Utilizing ASO Tools

To implement a data-driven strategy, we used a range of industry-leading ASO tools:

  • AppTweak: For in-depth keyword research and competitive analysis.
  • Data.ai: To gather market insights and monitor global trends.
  • Sensor Tower: Used for keyword tracking and user acquisition intelligence.
  • LocalizeDirect: To ensure culturally appropriate localization of store listings.

These tools helped us optimize store performance and make data-backed decisions.

2. Title Optimization

Approach:

  • Conducted keyword research to find high-impact terms like “Fantasy RPG,” “Epic Battles,” and “Tactical Adventure.”
  • Balanced brand recognition with discoverability by integrating these keywords into the title.

Results:

  • 90% improvement in visibility.
  • A 150% increase in category-specific keyword rankings.

3. Short Description Optimization

Approach:

  • A/B tested multiple short descriptions to identify the most engaging messaging.
  • Emphasized core game features such as “Strategic Combat,” “Customizable Heroes,” and “Expansive Open World.”
  • Added strong CTAs like “Join the Adventure Now!”

Results:

  • Boosted conversion rates by 50% across all target regions.
  • Increased organic installs due to clearer and more enticing messaging.

4. Long Description Optimization

Approach:

  • Conducted country-specific keyword research for more relevant search visibility.
  • Structured the description with bullet points highlighting key features like “Real-time PvP Battles,” “500+ Quests,” and “Guild Wars.”
  • Used professional localization services to refine translations and ensure cultural relevance.

Results:

  • 70% improvement in keyword rankings.
  • 65% higher conversion rates in Tier-1 markets.

5. Icon A/B Testing

Approach:

  • Tested multiple icon variations, including different character designs and color schemes.
  • Evaluated whether action-based imagery (battle scenes) or character portraits performed better.

Results:

  • The best-performing icon led to a 40% increase in click-through rate (CTR).
  • Conversion rate jumped from 15% to 55%.

6. Screenshot A/B Testing

Approach:

  • Showcased key in-game moments such as boss battles, character customization, and world exploration.
  • Included visually engaging callouts to highlight unique selling points.

Results:

  • Store performance increased by 45%.
  • Higher user retention as players had accurate expectations of gameplay.

7. Video A/B Testing

Approach:

  • Created short gameplay trailers highlighting dynamic combat, story-driven elements, and multiplayer features.
  • A/B tested different video lengths and thumbnail styles.

Results:

  • A 60% boost in conversion rates.
  • Increased engagement with store listings.

8. Localization Updates

Approach:

  • Conducted keyword and language localization for key markets.
  • Used region-specific cultural references to make the game more relatable.

Results:

  • A 60% increase in installs from non-English-speaking markets.
  • Higher player retention due to better language and cultural adaptation.

9. Custom Store Listings

Approach:

  • Created region-specific store pages tailored to cultural preferences.
  • Optimized listings based on user behavior trends in different countries.

Results:

  • Increased conversion rates by 50% in targeted regions.
  • Enhanced user engagement and satisfaction.

10. Targeted Events & Promotional Content

Approach:

  • Designed promotions around events such as Halloween, Christmas, and regional festivals.
  • Released special event characters, skins, and in-game challenges to attract new users.

Results:

  • A 45% increase in installs during promotional periods.
  • Boosted in-game engagement and purchases.

Results:

With a structured ASO and A/B testing approach, the campaign delivered remarkable results:

  • 350% increase in organic installs.
  • Higher keyword rankings and store visibility across multiple regions.
  • Increased conversion rates through optimized visuals and localized content.
  • Consistently achieved a 45% surge in installs during seasonal promotions.

Conclusion

This case study showcases the power of ASO and A/B testing in driving sustainable organic growth for an RPG. By implementing strategic keyword optimization, creative testing, and localized content, we achieved a significant surge in installs and engagement. These insights highlight the importance of continuously refining app store strategies to remain competitive in the ever-evolving mobile gaming market.

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