+400% Organic Installs GP (CA)
+375% Organic Installs iOS (UK)
+350% Ranked Keywords GP (US)
+330% Organic Installs GP (DE)
+310% Ranked Keywords iOS (FR)
+295% Organic Installs GP (BR)
+280% Ranked Keywords GP (AU)
+265% Organic Installs iOS (CA)
+250% Ranked Keywords GP (UK)
+235% Organic Installs GP (IN)
+220% Ranked Keywords iOS (BR)
+205% Organic Installs GP (FR)
+190% Ranked Keywords GP (IN)
Ranked Keywords iOS (US)
Organic Installs GP (UK)
Ranked Keywords GP (US)
Genre: Role-Playing Game (RPG)
Author: S. M. Mehdi Rizvi
Case Study Duration: March 2021 – December 2024
Our partner is a globally acclaimed gaming studio based in Japan, renowned 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 Casual, Puzzle, 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.
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, increase organic installs, boost conversion rates, enhance user retention, and leverage seasonal events to drive additional installs and engagement.
We leveraged a suite of industry-leading ASO tools, including AppTweak, Data.ai, Sensor Tower, and LocalizeDirect, to gather insights on keyword performance, competitor strategies, and creative optimization. These tools enabled us to make data-driven decisions and optimize every aspect of the app store presence.
The original title was performing well but was limited to the brand name, restricting its discoverability. We integrated category-specific keywords like “RPG,” “Epic Quests,” and “Fantasy Adventure” into the title. This optimization led to an 85% increase in overall visibility and a 140% improvement in keyword visibility, helping the game rank for both its brand name and high-value keywords.
The short description was optimized to highlight the game’s unique features, such as “immersive storytelling,” “customizable characters,” and “epic battles.” By conducting A/B testing and refining the messaging, we achieved a 50% boost in CVR and a significant increase in organic installs.
For the long description, we conducted keyword research tailored to each target country and crafted the content in proper US English. Using DeepL for initial localization and refining it through a third-party service, we achieved a 70% average conversion increase in Tier-1 countries. The optimized description improved keyword rankings and user engagement.
Icons were tested across multiple variations, focusing on elements like color palettes, character focus, and typography. The highest-performing icon design led to a conversion rate improvement from 15% to 55%, along with a 40% increase in CTR and enhanced brand recognition.
Screenshots were optimized to showcase the game’s immersive world, character customization options, and epic battles. By ensuring the visuals accurately represented gameplay, we achieved a 45% increase in store performance and higher user retention rates.
The video was tested across multiple designs, focusing on elements like hero characters, epic battle scenes, and gameplay highlights. The best-performing feature graphic led to a 50% increase in CTR and improved conversion rates as users were more drawn to the store listing.
Localization efforts included target-country-specific keyword research and the use of DeepL for translation. By localizing not just text but also visuals, we achieved a 60% average conversion increase in Tier-1 countries and improved user engagement in non-English-speaking markets.
We created regional Custom Product Pages (CPPs) for markets with low conversion rates, incorporating localized keywords, visuals, and messaging. This approach led to a substantial boost in conversion rates, with some markets seeing a 50% increase in downloads.
Promotional campaigns were designed around key events like Christmas, Halloween, New Year, and regional festivals. By creating event-specific creatives and aligning in-game events with these campaigns, we consistently achieved a 45% increase in extra installs during promotional periods.
Through a structured and data-driven approach, we achieved remarkable results:
Consistently drove 45% extra installs during seasonal events.
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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