In this article, we’ll try to figure out if there are any specific features of ASO optimization for mobile games. Mobile games hold a special place in the mobile app world as they are the most profitable segment. Today, however, we’ll focus not on monetization but on the basics — textual and visual optimization, their features in the context of games, and how these processes differ from ASO optimization for apps.
Analysis of the Mobile Gaming Market in 2024
Why should we talk separately about mobile games? Let’s just look at the numbers and statistics. According to Statista, the mobile gaming market is valued at nearly $99 billion. After a slight decline in 2022, the market has already recovered and is expected to grow to $139 billion by 2029 with a CAGR of 10.39%.
There is also a stable increase in the number of users. While there are 2 billion users in 2024, by 2029, this number is expected to reach 2.4 billion.
ASO Optimization for Mobile Games
Before you start optimizing your app, we recommend familiarizing yourself with the hidden ASO mistakes in our article to avoid potential pitfalls.
We won’t dive into the basics of ASO optimization of text and visuals but will instead highlight the differences in mobile game optimization. The general steps are as follows:
- Find, gather, and analyze relevant keywords — search queries that users input, which are related to your game.
- Use these keywords in the game’s metadata that affect app store rankings.
- Upload your game with the metadata and wait for indexing.
- Monitor search ranking positions.
How Does ASO Optimization for Mobile Games Differ from Apps?
The difference lies in the nature of search queries: in standard searches, users often formulate a problem that can be solved with an app. Apps are solutions or, at the very least, tools. Examples include: “lose weight at home,” “personal finance management,” or “time tracking.” These queries follow a logical chain: need — search query — app.
For mobile games, the situation is different: they are not tools for solving user problems, which changes the context of search queries in this category.
Collecting the Semantic Core
Working with semantics isn’t too different from the standard approach to gathering keywords. The key feature in mobile game search queries is the importance of the game’s genre, the user’s mood, and their desire to spend time (either productively, relaxing, or learning something new). Typically, search queries will include the game’s name, genre, or category. Therefore, it’s crucial to understand these characteristics when gathering keywords.
By the way, you can collect the semantic core, analyze competitor positions, and keyword frequency using the keyapp.top service for free!
Text Metadata
The game’s name is an important field for ranking, whether in the App Store or Google Play. We have tips on naming from a marketing and ASO perspective. For games, it’s important to note that, in addition to the brand, the genre will likely be mentioned in the name:
- For racing games, it’s natural to include the word “Race.”
- MOBA will be mentioned in all games of this genre.
- “Match 3” conveys more than any branded name.
- “Merge” in puzzles indicates the game’s direction.
The short description or subtitle — in terms of optimization — should include a call to action, incorporating relevant keywords for your game.
Visual Optimization for Mobile Games
For mobile games, visual elements play a key role since they are part of the gameplay. Bright and high-quality design should motivate users to install the game, directly influencing conversion rates. Key elements include:
- Icon
- Screenshots
- Video (optional but can affect conversion rates)
Localization of Mobile Games
Localization is important for reaching a global audience. In games, this process is more complex because you need to consider not only the metadata but also the game interface, depending on the genre and the player’s engagement.
Tracking the Results of ASO Optimization for Mobile Games
Evaluating the effectiveness of ASO optimization is based on the following criteria:
- Visibility in app stores (which keywords the game is indexed for)
- Conversion rate (visibility ≠ success, success is installation)
- User ratings and reviews
The result of ASO optimization is organic traffic, meaning users who installed the game without advertising.
If you need help improving your organic keyword rankings or increasing your rating, feel free to reach out to us at keyapp.top
Good luck with your optimization!
