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How ASO Affects Metrics: A Closer Look | Pocket Gamer.biz

1. Introductory phase

We sync with producers and developers to understand what type of game it is and discuss genre, gameplay and target audience at the meetings.

2nd analysis phase

We find out where the idea of ​​the game comes from (maybe it’s a mixture of references), we analyze the setting and all competitors, including indirect ones.

We look at the entire meta of the competitors: texts, keyword rankings, icons, screenshots, previews, ratings, rankings by category, how many people download the game in a certain country, how much sales are by country – in other words Anything can help us to get an idea of ​​the market situation in order to further position our game.

We investigate the things that could use our improvement and the opportunities that our competitors are missing out on. Did you localize the product for Japan or Brazil? Do they have medium sized keywords and long tails (i.e. multi-word keywords)? Can we make a better trailer? These are some of the things we’d like to find out.

Oddly enough, the games for kids are the most difficult to handle. Before making a final decision on how to develop a game, producers need to study the not-so-easy-to-understand audience.

Most children do not know how to find and select content on their own, so their parents do it for them. Hence, they are the ones who visit the site. That leaves us with two completely different categories of people, one has to be interested enough to download the game and the other has to like the game itself.

Or maybe the kid found the game and the parents just watch it before it is downloaded. In this case, the content must appeal to the children with cute pictures and at the same time explain to the parents how the game promotes child development.

In addition, parents and the platforms themselves are very sensitive when it comes to choosing a game for their child. They pay a lot of attention to the ratings, ratings, and app security.

You are very lucky if your game has a strong competitor. You can check out their creatives and early tests, and see the game’s development in general. In most cases there are no creatives, or the competition is very weak, or the ASO is nowhere to be found, so you have to pioneer a certain subgenre.

3. Strategy development

After we have analyzed the project, we create a roadmap and discuss it with producers and developers. Our game plan depends a lot on the goals and objectives – sometimes you have to start with graphics or, conversely, with text.

If you need to expand your reach and then work on the conversion, let’s start with the text meta.

This happens in 90% of the cases with hypercasual and midcore projects – we select the semantic core, write a text meta and localize it for different countries. We do this first because the text meta is very slowly gaining traction. Indexing the keywords on Google Play takes at least three weeks; the app store is easier to access, the results are often visible almost immediately.

We start with graphics when we don’t have time to work with the text. For example, if user acquisition starts in a week. In this case, the text meta doesn’t have time to get going and we’re wasting our time. Even if artists need time to create content, it is faster to create colorful, attractive packaging with banners, screenshots and calls to action and then switch to expanding the keywords and writing well-crafted texts. Graphics tests are the most important thing for hypercasuals.

4. Test phase

After the primary ASO, the game goes to the marketing team for a CPI test. We need it to understand if we are ready to continue user acquisition, how much a download costs, what the retention period and other parameters are.

When we’re ready to continue working with the resulting metrics, the game goes on to the second test to see if it pays off.

5th stage of evaluation of results

The producer decides whether to keep the project or not. If the project passes both tests, it moves on to large-scale acquisition.

6. Strategy implementation

If all is well, we move on to what we call the Support ASO. We are working on increasing reach and conversion and optimizing the text meta as well as possible.

Let’s say we wrote a piece of text with the greatest number of relevant keywords possible during the primary ASO. When we optimize, we increase the density of the target keywords – this way a large part of the target audience can find the game based on words and phrases.

In the case of high traffic, we check which creatives bring us more downloads and adjust the packaging of the ads to eliminate any discrepancies.

7. Finding new growth points

We test the performance of images, texts and others over the entire project life cycle.

8. Project completion phase

We don’t stop with ASO until we stop working with the developer. While the game is in the market, the work continues.


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