+225% Organic Installs iOS (US)
+215% Ranked Keywords iOS (US)
+185% Organic Installs GP (UK)
+160% Organic Installs iOS (CA)
+155% Organic Installs GP (IN)
+145% Ranked Keywords iOS (BR)
+135% Ranked Keywords GP (ID)
+110% Ranked Keywords GP (US)
Organic Installs GP (US)
Organic Installs iOS (US)
Organic Installs iOS (CA)
Genre: Puzzle
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2021 – December 202
Our partner is a well-known gaming firm in France, 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 client had already transitioned their game from a soft launch to a hard launch. While paid user acquisition was performing well, organic installs were not increasing. Every time the client ran a campaign, installs would spike, but organic growth remained stagnant. The game belonged to the Puzzle category, and the primary goals of this promotional campaign were to:
We leveraged various industry-standard tools to optimize our approach:
The original title was performing well but was limited to the brand name. To improve discoverability, we integrated category-specific keywords into the title. The results:
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.
For the long description, we followed a structured process:
This approach resulted in a 45% average conversion increase in Tier-1 countries.
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:
Any newly added promotional content was implemented in the game first.
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 45% 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:
Through a structured A/B testing approach and continuous ASO improvements, we successfully:
This case study demonstrates the power of data-driven ASO strategies and iterative testing in achieving sustainable growth in the competitive mobile gaming industry.
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