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Dominating the RPG Arena – How ASO & A/B Testing Drove a 400% Surge in Installs

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +420% Ranked Keywords iOS (US)
  • +390% Organic Installs GP (UK)
  • +365% Organic Installs iOS (CA)
  • +340% Ranked Keywords GP (US)
  • +325% Organic Installs GP (IN)
  • +310% Ranked Keywords iOS (DE)
  • +295% Organic Installs GP (CA)
  • +280% Ranked Keywords GP (FR)
  • +270% Organic Installs iOS (BR)
  • +255% Ranked Keywords GP (BR)
  • +240% Organic Installs GP (AU)
  • +225% Ranked Keywords iOS (AU)
  • +210% Organic Installs GP (US)
  • +195% Ranked Keywords GP (IN)

+420%

Ranked Keywords iOS (US)

+390%

Organic Installs GP (UK)

+340%

Ranked Keywords GP (US)

About Case Study

Genre: Role-Playing Game (RPG)
Author: S. M. Mehdi Rizvi
Case Study Duration: March 2021 – December 2024

Who Is Our Partner?

Our partner is a globally renowned gaming studio based in Germany, celebrated for its immersive and story-driven RPGs. With a strong presence in both mature and emerging markets, they have consistently ranked among the top publishers worldwide. Specializing in Role-Playing, Adventure, and Strategy games, our partner has a proven track record of delivering captivating gaming experiences that resonate with players globally. Their expertise in understanding player behavior and market trends makes them a leader in the mobile gaming industry.

Purpose of the Promotion

The client had successfully transitioned their game to a global launch, achieving initial traction through paid user acquisition campaigns. However, despite strong paid performance, organic installs were not keeping pace. While paid campaigns drove temporary spikes in installs, organic growth remained stagnant, highlighting the need for a more sustainable growth strategy.

The game, belonging to the Role-Playing genre, faced fierce competition in both global and regional markets. The primary goals of this campaign were to:

  • Improve app store rankings and visibility.
  • Increase organic installs through optimized discoverability.
  • Boost conversion rates with compelling creatives and localized content.
  • Enhance user retention by aligning store listings with actual gameplay.
  • Leverage seasonal events to drive additional installs and engagement.

Key Challenges

  1. Highly Competitive Market: The game operated in a saturated niche, with over 400+ direct competitors identified during the initial analysis.
  2. Diverse Target Regions: The campaign focused on key markets, including the United States, Japan, Germany, India, Brazil, and South Korea, each with unique user preferences and competitive landscapes.
  3. Low Organic Growth: Despite strong paid acquisition, organic installs were stagnant, indicating gaps in discoverability and conversion rate optimization (CRO).
  4. Creative Alignment: Ensuring that icons, screenshots, and feature graphics accurately represented the gameplay was critical to avoid misleading users and maintain trust.
  5. Localization Complexity: Adapting the app store listing to suit the linguistic and cultural preferences of each target region was a time-intensive process.

Team Actions

1. Utilizing ASO Tools

To ensure a data-driven approach, we leveraged a suite of industry-leading ASO tools:

  • AppTweak: For keyword research, competitor analysis, and creative optimization.
  • Data.ai: Provided market intelligence and download estimates.
  • Sensor Tower: Used for keyword tracking and ad intelligence.
  • LocalizeDirect: For localization and translation of app store listings.

These tools enabled us to make informed decisions and optimize every aspect of the app store presence.

2. Title Optimization

The original title was performing well but was limited to the brand name, restricting its discoverability.

Approach:

  • Conducted keyword research to identify high-performing terms like “RPG,” “Epic Quests,” and “Fantasy World.”
  • Balanced brand recognition with keyword optimization to create a search-friendly title.

Results:

  • 90% increase in overall visibility.
  • The game ranked for both its brand name and category-specific keywords, achieving a 140% improvement in keyword visibility.

3. Short Description Optimization

The short description plays a crucial role in driving Conversion Rate (CVR).

Approach:

  • Conducted A/B testing to identify the most effective messaging.
  • Highlighted the game’s unique features, such as “immersive storytelling,” “customizable characters,” and “epic battles.”
  • Included a strong call-to-action (CTA) like “Download Now and Embark on Your Adventure!” to encourage immediate downloads.

Results:

  • Achieved a 50% boost in CVR across all target regions.
  • Significant improvement in organic installs due to the enhanced appeal of the short description.

4. Long Description Optimization

The long description serves as a detailed pitch to potential users.

Approach:

  • Conducted keyword research tailored to each target country, focusing on high-volume, low-competition terms.
  • Crafted the content in proper US English, ensuring clarity and professionalism.
  • Used DeepL for initial localization and refined the content through a third-party paid service to ensure cultural and linguistic accuracy.
  • Included bullet points to highlight key features like “150+ levels,” “daily quests,” and “global leaderboards.”

Results:

  • Achieved a 70% average conversion increase in Tier-1 countries.
  • Improved keyword rankings and user engagement due to the optimized and localized content.

5. Icon A/B Testing

Icons are the first visual element users notice, making them a critical factor in driving Conversion Rate (CVR).

Approach:

  • Analyzed category trends to identify effective color schemes, styles, and design elements.
  • Conducted A/B testing to compare multiple icon variations, testing elements such as:
    • Color palettes: Bright, vibrant colors vs. softer, pastel tones.
    • Character focus: Icons featuring game characters vs. abstract designs.
    • Typography: Icons with text vs. text-free designs.

Results:

  • The game’s conversion rate improved from 15% to 55%, driven by the highest-performing icon variation.
  • Increased CTR by 40%, as the new icon design captured user attention more effectively.

6. Screenshot A/B Testing

Screenshots play a vital role in showcasing the game’s features and gameplay.

Approach:

  • Tested over 300 levels across multiple screenshot variations.
  • Ensured screenshots accurately represented gameplay to avoid misleading users and maintain trust.
  • Focused on action-packed visuals and reward moments to highlight the game’s excitement and progression.

Results:

  • Store performance increased by 45%.
  • Higher user retention rates due to the alignment between screenshots and actual gameplay.

7. Video A/B Testing

The feature graphic is a key visual element that grabs user attention on the app store.

Approach:

  • Tested multiple feature graphic designs, focusing on elements like hero characters, epic battle scenes, and gameplay highlights.
  • Evaluated the impact of different color schemes, layouts, and text overlays.

Results:

  • The best-performing feature graphic led to a 50% increase in CTR.

Improved conversion rates as users were more drawn to the store listing.

8. Localization Updates

Localization is essential for resonating with users in different regions.

Approach:

  • Conducted target-country-specific keyword research to identify culturally relevant terms and phrases.
  • Used DeepL for initial localization and refined content through a third-party service.

Results:

  • Achieved a 60% average conversion increase in Tier-1 countries.
  • Improved user engagement in non-English-speaking markets.

9. Custom Store Listings

Custom Product Pages (CPPs) allow for tailored messaging and creatives.

Approach:

  • Created regional CPPs for markets with low conversion rates.
  • Tested multiple variations to identify the most effective combinations.

Results:

  • Substantial boost in conversion rates across targeted regions.
  • Enhanced user relevance and engagement.

10. Targeted Events & Promotional Content

Leveraging seasonal events drove additional installs.

Approach:

  • Designed promotional campaigns around events like Christmas, Halloween, New Year, and regional festivals.
  • Created event-specific creatives to capitalize on trending themes.

Results:

  • Consistently achieved a 45% increase in extra installs during promotional periods.
  • Improved user retention and engagement.

Results:

Through a structured and data-driven approach, we achieved remarkable results:

  • 400% increase in organic installs.
  • Improved keyword rankings and visibility across target regions.
  • Enhanced conversion rates through optimized creatives and localized content.
  • Consistently drove 45% extra installs during seasonal events.

Conclusion

This case study highlights the power of data-driven ASO strategies and iterative testing in achieving sustainable growth. By focusing on both organic and paid channels, we created a balanced approach that not only increased installs but also strengthened the game’s long-term performance in the competitive mobile gaming industry.

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