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Jackpot! Enhancing Discoverability & Organic Downloads for Stardust Puzzle Game with a Powerful Keyword Strategy

Smartest techniques in the business.

Service: App Store Optimization

RESULTS

  • +420% Ranked Keywords iOS (CA)
  • +250% Organic Installs GP (US)

  • +225% Organic Installs iOS (US)

  • +215% Ranked Keywords iOS (US)

  • +200% Ranked Keywords iOS (UK)

  • +185% Organic Installs GP (UK)

  • +175% Ranked Keywords GP (IN)
  • +170% Ranked Keywords GP (CA)

  • +160% Organic Installs iOS (CA)

  • +155% Organic Installs GP (IN)

  • +150% Organic Installs GP (CA)

  • +145% Ranked Keywords iOS (BR)

  • +140% Organic Installs GP (BR)

  • +135% Ranked Keywords GP (ID)

  • +130% Organic Installs iOS (ID)

  • +110% Ranked Keywords GP (US)

+250%

Organic Installs GP (US)

+225%

Organic Installs iOS (US)

+160%

Organic Installs iOS (CA)

About Case Study

Genre: Puzzle
Author: S. M. Mehdi Rizvi
Case Study Duration: January 2021 – December 202

Who Is Our Partner?

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.

Purpose of the Promotion

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:

  • Improve game listing rankings
  • Increase visibility in search results
  • Attract new users to install the game
Years Experience
0 +

Key Challenges

  • Highly Competitive Niche: At the initial stage, we identified approximately 251 competitors.
  • Tough Target Regions: The campaign targeted the United States, United Kingdom, France, Brazil, Canada, and Indonesia, all of which have a highly competitive app store landscape.
  • Keyword Visibility: Improving keyword rankings and discoverability was a major challenge.

Team Actions

1. Utilizing ASO Tools

We leveraged various industry-standard tools to optimize our approach:

  • AppTweak for keyword research and creative guidelines
  • Data.ai, Sensor Tower, and Keyapp for additional keyword insights

2. Title Optimization

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:

  • 25% increase in visibility
  • The game not only ranked for its brand name but also saw a 55% improvement in category keyword visibility

3. Short Description Optimization

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.

4. Long Description Optimization

For the long description, we followed a structured process:

  • Conducted keyword research for the target countries
  • Adjusted the content in proper US English
  • Used Google Translate for localization
  • Further refined the content through a third-party paid service

This approach resulted in a 45% average conversion increase in Tier-1 countries.

5. Icon A/B Testing

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%.

6. Screenshot A/B Testing

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.

  • Over 300 levels were tested in screenshots.
  • The store performance increased by 20%.

7. Video A/B Testing

Our video A/B testing approach followed the same principles as icons and screenshots. We ensured that:

  • The gameplay was authentic and not misleading.

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.

8. Localization Updates

For localization, we followed a multi-step process:

  • Conducted target-country-specific keyword research.
  • Adjusted the text in proper US English.
  • Used Google Translate for initial localization.
  • Finalized and refined the content using a third-party paid service.

This resulted in an average 45% conversion increase in Tier-1 countries.

9. Custom Store Listings

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.

10. Targeted Events & Promotional Content

We leveraged seasonal and global events to drive additional installs. Key events included:

  • Christmas, Halloween, New Year, Eid, Diwali, Soccer World Cup, Cricket, and Valentine’s Day.
  • By running promotional campaigns around these events, we consistently achieved a 25% increase in extra installs.

Results:

Conclusion

Through a structured A/B testing approach and continuous ASO improvements, we successfully:

  • Increased organic installs by 100%
  • Improved keyword rankings and visibility across key markets
  • Enhanced conversion rates through optimized creatives and localized content

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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