Netflix isn't just a streaming service anymore. According to the company, it was time for Netflix to become known for its library of mobile games. So, on November 3, the first five handheld games were released, but only for Android. Later, Netflix announced that their service would also be available on iOS.
As Netflix promised, mobile games will be available to all streaming service subscribers. In addition, Netflix CEO Mike Verdu shared that whether subscribers are looking for casual games or deep immersive experiences, Netflix's goal is to make all of these games available.
Being in the Netflix game catalog allows them to promote the games they see fit and there is less competition, which means games that appear in Netflix for all users can receive more traffic landing on their product pages than any other source. In addition, the quality of these subscribers can be very high. We'll break down a few of these games below to see what needs to be improved on ASO aspect.
ASO case study: find out the well-known Netflix Games growth opportunities in the game categories?
Stranger Things: needs more keyword coverage
The most anticipated Netflix games are probably Stranger Things 3 The Game and Stranger Things: 1984. Both of these games are rated 4 stars with less than 100 reviews.
Stranger Things 3 Game has little room to include title tags, but the subtitle "Relive Stranger Things 3" is rather repetitive. This is bad for the keyword footprint, as repetition does not drive rankings. It only covers 382 keywords, but it ranks in the top 3 for 39 keywords and in the top 10 for 82 keywords.
It has screenshots showing scenes of battles and game characters with relatively nice graphics. However, it does not contain any text to further promote conversion.
Stranger Things: 1984 has many of the same missed keyword opportunities as Netflix's other games. stranger things: 1984 ranks #171 in the adventure games category and #443 in the action category. it's down a lot from where it ranked when it was first released. It has 430 keywords covered, with only 32 top 3s and 63 top 10s.
What they did right was to add "adventure" to the subtitle "An 80's inspired adventure", which helps with the phrasing around adventure games. The description is a single feature list of over 700 characters, just like Netflix's other Stranger Things titles. The screenshots are beautiful game art with no descriptive text.
Asphalt Xtreme: needs more subtitle optimization for better conversion
Asphalt Xtreme is one of the highest rated games released by Netflix with a rating of 4.8 stars. Although it has not achieved any significant ranking in its category, this off-road racing game has been well received by most users.
The title "Asphalt Xtreme" has only 14 characters out of 30, while the subtitle "Off-road Racing" has only 15 characters out of 30, and the application description has only 4,000 The application description is only 1,149 characters out of 4,000 available characters. This leaves more than half of the available characters unused, so there is plenty of untapped keyword potential to help more users discover the game.
Netflix has 662 keywords covered for the game, with the top 3 covering 30 keywords and 123 keywords ranking in the top 10. While Asphalt Xtreme has been highly rated by users who have discovered it, the lack of a keyword footprint may prevent the game from finding happier players.
To learn more about mobile racing games, you can check "
Case study: How to Promote a Mobile Racing Game" of our previous articles.
Bowling Ballers: best performer so far but need some improvement
Also ranking 4.8 out of 5 stars is Netflix's endless runner-up game: Bowling Ballers. it has 1,929 reviews. In this game, you play as a bowling ball, and instead of avoiding obstacles like most runners, your goal is to knock down as many people as possible. bowling ballers covers 589 keywords, 26 in the top 3 and 106 in the top 10. The title of the game does not contain any title tags, and the subtitle "Attention all pinheads" is catchy but does not contain any prominent keywords.
To learn more about casual game marketing, you can check "
How Can Hyper Casual Game Stay Popular And Profitable" of our previous articles.
Card Blast! : needs more ratings and reviews for conversion
Card Blast! is a Netflix puzzle card game in which users must combine problem-solving skills with luck. It is ranked #227 in the Solitaire category and has only a 3.2 rating and 26 reviews, with 8 one-star ratings making its overall rating quite low. The game's conversion rate is also reduced by the low rating.
The title doesn't contain any title tags, which makes it only 11 characters out of 30, and could be improved by the 16-character subtitle "Fast-paced Cards" with the right keywords. Accordingly it covers only 309 keywords, only one keyword in the top 3 and 4 in the top 10. It was difficult for users to discover the game through natural searches.
Similar to other Netflix titles, the description is rather lacking, with only a few sentences vaguely describing the gameplay. Screenshots show gameplay, but without any copy, it's hard to discern how the game actually works.
To learn more about card game promotion, you can check "
Case Study: How To Promote Card Games" of our previous articles.
Click "Learn More" to drive your apps & games business with ASO World app promotion service now.
Shooting Hoops: needs creative optimization
Netflix's ultra-casual physics game was a big hit with users, earning 4.4 stars and 164th place in the Sports Games category.
The title and subtitle don't have many relevant keywords, there is no title tag after the brand "Shooting Hoops" and the keyword bare subtitle "Nothing but net". The screenshots are vague and do not convey the gameplay well, highlighting the need for screenshot text to explain the game mechanics. Unfortunately, no further information can be found in the description, only a short list of features followed by a short sentence. It covers 446 keywords, with the first 3 covering 21.
Among the Netflix games we haven't introduced, we have talked about some of the game categories in our previous articles. You can take a look at "
How to Promote Your Puzzle Game to Next Level" and "
How to Win at Match 3 Game Category in App Store?".
Think of the lucrative subscriber funnel Netflix will create for these mobile games. These people are in the perfect mindset to discover new games ("Uh, there's nothing to watch on Netflix, what do I do?") Netflix itself is huge, with their DAUs alone on their 90 million or so apps. The entire App Store has about 500 million users per week, which means Netflix is probably not far from getting that type of traffic every week.
Netflix wants to be at the top of the charts with games. At first glance, that's not too surprising. Netflix is new to the mobile gaming space, but between recruiting industry veterans and in-demand assets, there's little reason to believe they won't be able to make it as far as the lightning. We can also see that Netflix didn't do the best job with app store optimization, which cost them a lot of organic download and ranking opportunities.
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