MOBA Game Case Study: How to Expand Global Market by App Localization?

Have you ever dreamed of having your game played by people from different countries and regions around the world?

It is quite challenging, but not impossible.

This case study is about how a MOBA game go-to-global. Hope it can inspire you!

App Story

 MOBA Game "Project M" 

• Platforms: iOS & Android

• Region: United States

• Size Category: Middle-Sized Game Studio

• Budget: $5,000-1,0000

"Project M" is a mobile Multiplayer Online Battle Arena (MOBA) game developed by a middle-sized game studio in the U.S.

It has around 40,000 to 50,000 MAU (Monthly Active User), mostly from North America.

To expand their player base, this game studio plans to promote their game in more countries.

Their first target comes to Japan, but tons of issues follow up, like culture, language and policies.

So, they are seeking help from app marketing and ASO agencies to consult about app localization.

After choosing ASO World, "Project M" achieved:

• Ranking Top 5 in search result of keyword "MOBA"

• Rank Top 20 in JP Google Play Store; Top 50 in iOS App Store

In this case, we mainly focus on is Metadata localization, including title, subtitle, description, screenshots, app preview and keywords. 

Text Information

Text Information contains app title, subtitle and description.

The localization of text emphasizes accurate semantic translation and refinement according to local expression habits.

Japanese characters are usually full-width characters, which means taking double space in expressing the same information.

For example, the App Store character limit is 30 characters, but for Japanese characters, it equals to a maximum of 15.

💡 Metadata Policy Update on Japan Google Play Store

Visual Design

Keyword Strategy

After addressing metadata, our next focus was on enhancing keyword strategy for "HC".

The goal was to improve visibility in search results by targeting keywords that potential users are likely searching for but aren't overly saturated with competition.

Keyword Research

Firstly, we conducted comprehensive keyword research to identify high-traffic yet low-competition keywords relevant to hyper-casual puzzle games.

We used ASO tools to analyze market trends and competitor keyword strategies. This helped us uncover underutilized keywords that could drive more organic traffic to "HC".



>>> How to Conduct Keyword Research & Increase App Visibility at ASOWorld?

Selecting Keywords

From our research, we selected a mix of short-tail and long-tail keywords:

Short-tail keywords were essential for basic visibility (e.g., "puzzle game", "brain teaser"), while long-tail keywords (e.g., "logic puzzle game free", "casual brain game") targeted specific user queries and intended to capture a more engaged audience.

Implementation in Metadata

We strategically placed these selected keywords across different parts of the app's metadata:

• Title: Incorporated primary keywords directly into the title without making it feel stuffed or unnatural.

• Subtitle: Used effectively to include secondary key phrases which complemented those in the title.

• Description: Integrated both types of keywords throughout the description, especially in the first few lines, ensuring natural readability while maximizing SEO benefits.
  
  

We maintained an optimal keyword density of about 2-5% in the description text to avoid penalties from over-stuffing while ensuring enough frequency for algorithmic recognition.

The placement focused on higher relevance and prominence at the beginning sections of descriptions and subtitles.

By meticulously selecting appropriate keywords and embedding them thoughtfully within HC's app listing, we aimed not only to enhance its discoverability but also attract a more precise audience segment likely interested in hyper-casual puzzle games.

These efforts are expected to lead directly towards increased downloads and improved user engagement levels with regular reviews for ongoing optimization.

Keyword Install & Ranking

Our ASO experts also suggested keyword installs services, which can significantly enhance app's keyword visibility so as to boost organic downloads.

"HC" team lead's initial goal is to reach 1,000 downloads in the second month. However, after experience our keyword services, "HC" appears in App Store Ranking and achieved the goal with in only ONE WEEK!

Key Results

Within one week of implementing these strategic enhancements:

• Get first 1,000 Users in One Week

• Average rating improved from 2.5 stars to 4.1 stars.

• Appear in ranking of casual game category

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