Ranked Keywords iOS (UK)
Organic Installs GP (US)
Organic Installs iOS (US)
Genre: HyperCasual
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2021 – December 2024
Our partner is a well-known gaming firm, ranked among the world’s top publishing companies. They specialize in Hypercasual, Hybrid Casual, and Midcore game categories, making them an expert in the industry.
The game had moved from soft launch to hard launch, but organic installs in the Hypercasual category were not improving. This directly impacted bCPI, increasing overall costs. Upon analysis, we discovered that the game required store optimization at the initial stage to enhance visibility and performance.
Additionally, downloads from key markets like USA, Canada, UK, and France were lower than expected. After conducting a thorough audit, we identified the following essential steps to improve performance:
This strategic approach aimed to increase organic growth, reduce acquisition costs, and improve overall game performance.
We leveraged various industry-standard tools to optimize our approach:
The original game title was unique, but its Total Market Segments (TMS) were quite low, around 8K. To improve visibility while ensuring compliance with Google Play policies, we carefully optimized and updated the title.
As a result:
This strategic update played a crucial role in enhancing the game’s discoverability and overall market performance.
The short description plays a crucial role in Conversion Rate (CVR). Based on our observations, an optimized short description can boost CVR by up to 35%. We conducted multiple A/B testing iterations and replaced the short description across all localizations, significantly improving the game’s visibility.
A/B testing for icons is an ongoing and crucial process. We analyzed category trends using AppTweak to identify effective color schemes and styles. By implementing structured A/B testing, the game’s conversion rate improved from 12% to 35%.
We applied a data-driven approach similar to icon testing. However, we ensured that screenshots accurately represented the gameplay and did not mislead users. If a high-performing screenshot depicted a non-existent level, we ensured that the level was implemented first before using the image. Our LiveOps team was actively involved in this process.
Our video A/B testing approach followed the same principles as icons and screenshots. We ensured that:
The impact of this structured testing led to a significant boost in conversion rates.
The impact of this structured testing led to a significant boost in conversion rates.
For localization, we followed a multi-step process:
This resulted in an average 40% conversion increase in Tier-1 countries.
In regions where conversion rates were low, we created regional Custom Product Pages (CPPs). By properly implementing localized CPPs, conversion rates saw a substantial boost.
We leveraged seasonal and global events to drive additional installs. Key events included:
By running promotional campaigns around these events, we consistently achieved a 25% increase in extra installs.
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