Case Study: How A Mid-level Casual Game Increased Its Rank To Top and Visibility on App Store Within ASO?

We'll continue to share one of our users' app growth story, the growth of a mid-level casual game, to help app marketers get to know how a smart ASO strategy worked to boost the casual game rankings and increase its visibility on the US App Store.

How to drive a mid-level casual game boost its ranking & visibility with ASO?

Before we start, let's look at some data. According to the latest report on the app market in 2021:

• App users spend $116 billion on mobile games, accounting for two-thirds of total app store spending;

• Mobile gaming spending increased by 35% or $30.2 billion from 2019 to 2021;

• Game downloads increased 22%, up 14.9 billion to 83 billion;

• Gamers have downloaded nearly 13 billion hyper-casual games across genres such as action, puzzle, simulation, and .io;

• On the monetization list, the strategy game (4X March-Battle) grossed $9.7 billion, an increase of nearly $2 billion in player spend over the previous year.
  
  
  
  

  From the data above, you can perceive the value and growth opportunity of casual games in the app markets. Below, we have selected a casual game of our users from the many sucessful cases of ASOWorld. How to quickly increase the game ranking and visibility of the game in the app store from a medium game within our promotion during 1~2 months, and get 5X user base grows.

   

  The story

  Also, the game name remains anonymous here to protect the privacy of our customers. But to give you a better idea of ​​the casual game's story we're sharing, we found one of its competitors' game from the Google Play Store below.
  
  
  
  

  About this casual game, a bubble game:

  The bubble shooter game be launched in August 2021, available for Android and iOS. Match and pop colorful bubbles in over 2000 captivating levels, and participate in special events for awesome rewards.

   

  The casual game joins the swarming bubble shooting adventure of Angry Birds, full of endless challenges. Players can pick up slingshots, shoot bubbles, drop piglets, rescue cute cubs, and enjoy pleasure. Players can earn special rewards by completing daily challenges, and can also send gifts to friends by sharing.

   

  Since the game with a basic ASO and several monthes promotion, we found that some covered keywords, such as "snoopy pop free" "aim bubble shooter", low search volume, ranked very well with ASOWorld smart analytics tool. About 20 related keywords which with low searching volume and most of them ranks around the 100 ~ 200 position on the google play store, the organic traffic looked very poor on our data reports.

   

  A good beginning: The game of our user already has a certain promotion basis instead of a new application that has just been launched.

  • A certain amount of downloads, reviews and ratings on the app product page.

  • The app product page has done preliminary ASO optimization. Some bubble shooting and bubble-related long-tail keywords have been distributed in the app name, subtitle, description and other positions on the product page.

  • Creative Icons and screenshots design which attracts visitors.

  • "Social features", "Interactive & Reward features", and "Challenge &Flow" design may boost its game stickness.

  
  
  Click "Learn More" to drive your apps & games business with ASO World app promotion service now.
  
  

  Challenge

  Our user want make its casual game growth with these goals:

  • To reach the top 5 when its main potential players searching the industry keywords on the App Store;

  • Boost its visibility and organic traffic;

  • Optimize its app stickness and user acquirement system.

   

  Solution

  First of all, we conducted in-depth research on the bubble game market in the casual game category, and selected 5 top competitors for market research. Comprehensive analysis and intelligent keyword research strategies helped us quickly select 3 popular industry keywords and several related long-tail keywords.

   

  Next, we started updating the keywords in the app's metadata (including app name, description, etc.) every 2-3 weeks. As a result of these changes, keyword rankings have improved by 20%.

   

  Users choose our guaranteed keyword ranking service for these three popular keywords, and choose the "Keyword Installs + App Reviews and Ratings" service for many other related long-tail keywords. In one month, there are 1 industry keyword jumped from ranking 100 to the top 5, and the other 2 keywords have a very good ranking improvement.

   

  For 3 popular industry keywords, our user also added advertisements in the app markets, allowing the application to introduce more diversity traffic at the same time, and ensure the security of growth while growing rapidly.

   

  After in-depth research on the target user habits of users' game category, our expert team introduced the "motivation system" to put forward a series of optimization suggestions on the player experience and user stickiness of the game, and we also experienced the growth of user retention.

   

  With the help of ASOWorld's keyword recommendations, an overview of competitors' application-related comprehensive data, and effective strategy by our experienced experts, users found that after more than a month, the ranking and app visibility score of this bubble casual game increased rapidly, from the overall game downloads seen on the app store console also hit an exciting growth curve.

   

  Result

  Before starting these ASO work, the user's bubble casual game ranked very low in the app store searching results. After more than a month of app store optimization and app promotion work, the ranking of 3 industry keywords was improved to the top 5, bringing 5X user base growth. Our continuous and responsive promotion work has ensured that our user's game ranking at the top 5 has been maintained for more than 2 months, and the original goal has been achieved.