Last Updated: October 2023
ASO (App Store Optimization) is the practice of optimizing mobile apps to rank higher in app stores and drive more downloads. ASO is an essential part of mobile app marketing, and game developers need to pay special attention to ASO best practices and strategies to make their games discoverable and successful.
According to Thomas Petit, a renowned ASO expert, “ASO is like the ‘SEO for apps’ and includes optimizing the app’s title, description, screenshots, and other metadata to increase visibility and downloads.”
ASO Best Practices and Strategies for Games
1. Understand Your Target Audience
The first step to optimize your game’s app store listing is to understand your target audience. You need to know who your game is designed for and what keywords they are using to search for games in the app store. Do thorough keyword research to find relevant and popular keywords that will help your game rank higher in app store search results.
2. Optimize Your Game’s Title and Subtitle
The game’s title and subtitle are the most crucial ASO elements that determine how your game appears in app store search results. Use a catchy and descriptive title that speaks about your game’s core features and benefits. Make sure the title contains your primary keyword(s) and is not too long, so it gets truncated on smaller screens.
Similarly, the subtitle should provide additional context or a call-to-action to convince users to download your game. It should be concise and highlight the unique selling proposition (USP) of your game.
3. Write a Compelling Game Description
The game description is the only place where developers can showcase their game’s features, gameplay, and story in detail to convince users to download it. Write a compelling and informative game description that matches your target audience’s needs and preferences. Use bullet points to highlight the key features and benefits of your game.
Make sure to include relevant and popular keywords in your game description to increase its visibility in app store search results.
4. Create Stunning Screenshots and Videos
Visual elements like screenshots and videos play a significant role in a game’s success. Create stunning and high-quality screenshots that showcase the best gameplay moments, features, and graphics of your game. Use the first two or three screenshots to highlight your game’s primary benefits and USP.
Similarly, create a gameplay video that showcases your game’s storyline, mechanics, and features in action. Make sure the video is short, engaging, and provides a glimpse of the game’s overall experience.
5. Localize Your Game’s App Store Listing
Localization is critical for games that target global audiences. Localize your game’s app store listing in multiple languages to increase its reach and appeal to users worldwide. Use professional translation services to avoid mistakes and ensure accuracy.
6. Encourage User Ratings and Reviews
User ratings and reviews play a significant role in a game’s visibility and downloads. Encourage your game’s users to rate and review your game in the app store to increase its social proof and credibility. Respond promptly to negative reviews and address user feedback and complaints to improve your game’s overall performance and user satisfaction.
ASO is a crucial part of a game’s mobile app marketing strategy. Game developers can use ASO best practices and strategies to optimize their game’s app store listing and increase its visibility, downloads, and revenue. To achieve effective ASO for games, developers must understand their target audience, optimize their game’s title, subtitle, and description, create stunning screenshots and videos, localize their game’s app store listing, and encourage user ratings and reviews.
ASO is an ongoing and iterative process that requires developers to regularly monitor and optimize their game’s app store listing. By following the best practices and strategies mentioned above and staying up-to-date with the latest ASO trends and updates, game developers can improve their game’s visibility, downloads, and revenue and make their game a success in the competitive mobile gaming market.