Hypercasual Game Case Study: +300% App Downloads on iOS App Store with Keyword Strategy

Hyper-casual games have grown in popularity in recent years, accounting for 50% of total game downloads in 2021 and more than a third of the top 100 game downloads globally. While numbers fell slightly in 2022, hyper-casual remained the most popular gaming genre. This market receives billions of installs and billions of dollars in revenue year after year, making it one of the most competitive genres in mobile gaming.

In this case study, we will discuss how a hypercasual game app was able to increase its downloads on iOS App Store by 300% through effective App Store Optimization (ASO) techniques.

App store optimization(ASO) results

• +300% in downloads on iOS App Store within 2 months because of keyword positions;
• 5x app revenue growth based on more users and advertisements;
• Top3 keyword ranking in both US and CA.

App story

Our client is a hypercasual game app looking to increase downloads on iOS App Store. The app has been available on the app store for a few years but has been struggling to gain traction and achieve significant downloads. We suggested implementing ASO (App Store Optimization) as a cost-effective and efficient way to boost app visibility, improve app store ranking, and increase downloads.


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App store optimization(ASO) challenge

Taking into account the limits of team configuration and budget, we recommended a personalized ASO solution based on a practical keywords strategy to improve visibility and drive downloads.

After conducting preliminary market research and competitor analysis about this game, we believe there is still significant room for improvement in terms of search traffic acquisition. Increasing keyword coverage and promoting keyword ranking will be the core focus of our optimization strategy.

Additionally, we have dedicated efforts to improve the game's download conversion rate to increase overall downloads. We believe these two strategies will be crucial in driving growth for the game and maximizing its potential in the market.

Our team is committed to continuously monitoring and refining our approach to ensure the game reaches its full potential and achieves success in the competitive mobile gaming landscape.

App store optimization(ASO) solution

Users struggle to find what they're looking for in the crowded App Store, and app developers struggle to get their apps discovered. App Store Optimization (ASO) is thus critical for gaining new users.

Target the right keywords for your game

Certain keywords are extremely competitive, given the millions of hyper-casual mobile games available on app stores. When conducting keyword research for your mobile game metadata, ensure that you target high-volume, highly relevant keywords that are also high opportunity.

The short-tail words of hypercasual games are almost the same. Once the root of the core keyword is determined, you need to expand more long-tail words. For example, from Appranking, we gathered the top apps related to the keyword for hypercasual games, as shown below.

Then we go through keywords research in the section of ASO, we can search for "hypercasual game" and see similar keywords in App Store so that we can expand more long-tail words. Also in this part, we can see the Top App that is ranking for this keyword. After determining the keywords list, we start Keyword Install for this app.

The following is the whole process of ASOWorld's keyword coverage, hoping to bring you a deeper understanding.

Find proper keywords

Write down all associations that you have with your product. Your keywords should describe your app’s features, mechanics, technical characteristics. Then using ASO tools to get the keywords you are indexed for. When the application is out of the index, you cannot buy installs for these app store keywords. Consider searching keywords from your competitors, because they have a great influence on you.

Run a test campaign to determine the optimal number of installs

Select several keywords you want to promote at this time and make an order of two days with 20-30 installs for each, then check the change of ranking of each keyword. If some keywords' ranking has been in decline, it means that 20-30 installs are not enough and need to add some more.

Create a 7-days campaign to achieve first target

Make appropriate adjustments for the installs numbers of each keyword according to the results of the test order, then place a new 7-days campaign. You will see the ranking of some keywords can achieve your first goal, but some are not and need to adjust again. If you want to a keyword get to top 10 position, it will take longer time.

Create a 5-days campaign for ultimate position

Increase the number of installs by the keyword 1.5-2 times every 2 days til you get your final target.

The main principle is to start with 20-30 installs for the first two days. It gives you the idea whether the keyword can ever draw with the installs. We will continue to promote with this number of installs per day till we get to first target positions. After that, we increase the number of installs by the keyword 1.5-2 times every 2 days till we get the final target.

Make a simple but eye-catching mobile game icon to uplift its conversion rate

We optimized the app icon to attract potential users and convey the game's essence and appeal. We ensured that the app icon was eye-catching, memorable, and clearly conveyed the game's genre and core features.

Consumers want to know exactly what to expect from the app product page when it comes to hyper-casual games. Incorporating key gameplay elements shows the user what kind of content they can expect, which can lead to higher user conversion, experience, and retention.

⚡ Related reading: ASO Creative Strategy: How to Design a Powerful App Icon to Grab Customers' Attention?

Conclusion

By optimizing our client's app store listing with targeted keywords, we were able to significantly increase the app's visibility and drive more downloads. The success of this campaign highlights the importance of keyword coverage in app marketing, and how a well-optimized app store listing can make all the difference in driving downloads and attracting potential users.

⚡ What Is the Keyword Guaranteed Ranking Service? Why Is It so Expensive and What Is the Advantage of It?

Try our Guaranteed Keyword Ranking Service now. We can boost your app ranking to the top 1~5 chart in Android & iOS store with fixed price. It takes about 7~10 days (depending on your app industry, keyword traffic and category competition) to see the result.