This is a story of how the retail environment evolves and progresses, requiring all the involved game development companies to grow along in terms of satisfying the demand in the mobile game development market. Social Quantum hit the point of commercial success with Megapolis – a city-building-based game – in 2011.
The main focus of every other game dev studio in terms of promotion back then was the traffic purchased through various paid services. This method was fast to hit the ceiling, though, and new methods were required to extend the promotional efforts.
The following info is what two game development companies – Social Quantum along with AppFollow – have figured out along the way of expanding and continuing on their way to success despite the traffic-related mobile game development obstacles.
Expansion-demanding problems
An ASO strategy requires loads of analysis, tests and trials, as well as in-depth brainstorms to dig deeper into the core and find the most efficient keywords and assets. During the creation of Megapolis, we went through numerous sets of tactics, settling with the one to eventually bring us instant positive results.
The major stages in mobile game dev we went through:
Prep activities
The game product page is of crucial importance, being the first thing users see upon getting to download and install your app. Make sure to make your first priority a preparation of an optimized product page description with an authentic logo, exhaustive descriptions, and explicit screenshots.
Try to work within the boundaries of your niche and target audience and keep in mind that this is the part that must attract users the most.
Stage I – Visuals & SEO
The renewal of the Megapolis logotype by took some test runs and redesigns before it was finally settled with.
AppFollow Keyword Research Tool is what helped our ASO guys to come up with the highest-ranking, most efficient keywords for descriptions, metas, headings, subtitles, and titles.
With the titles, however, we went out of the ordinary’s way and decided to boost the main app title with highly relevant keywords. Thus, the sole title of the app ranks pretty well and is associated with relevant keywords on the topic.
What we got as a result
We tried and managed to cover all localizations game offered with extensive sets of target keywords, updating key inputs in Google Play and App Store descriptions.
Apple App Store still required some effort put into the ranking routines, however, making us continue experimenting.
Stage II – Video preview
Here’s a video preview used back in 2017:
It allowed us to conduct an in-depth analysis of competitor video content, letting us know how out of date this piece of content has gradually become (that and comparison with other game development companies’ tendencies). The task was set to add more dynamics to the video, more diverse content, and more brief Calls-to-Action.
Ultimately, it was decided that major game features should be the utterly focused, emphasized aspect of the preview. Thus, we shortened and optimized CTAs and added some dynamics.
Here’s what we got as a result:
These changes allowed us to also conduct a pre/post test, measuring, conversion rates, and total installs once the preview update. This step helped a lot in fitting the age and niche-related demands of the target audience (which is, mostly, kids and teenagers).
What we achieved as a result
This mobile game development optimization affair is a clear example of how an all-around, expert approach should be employed by a reputable game development company even in cosmetic changes. A thorough analysis is brimming with the potential to bring in loads of the most valued part of the audience – organic traffic.
App Store has seen the updated preview December 11 in English localization first and it gave an immediate boost to the overall number of installs quite fast. It’s fascinating how such cosmetic updates motivate people for action. We also ‘blame’ user activity spikes due to the seasonal conditions in the game dev studio realm. All in all, the set goals were accomplished and we brought in a good share of organic traffic.
AppFollow has more similar posts and info pieces on the mobile game development to offer if you’re interested. Take a look if you want to dive deeper into ins and outs of successful digital business management and technical aspects.
