How we doubled Monster Gang's organic kicker using ASO

December 22, 2022
Aleksandr Pletnev
fashion and lifestyle
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One of the first steps in the ASO process is conducting research on relevant keywords in the app store where the game will be listed. This includes analyzing the competition to see what keywords they are using, as well as looking at the search volume and difficulty of the keywords to determine their potential value. Once the research is complete, the game's metadata, including the title, keywords, and description, can be revised to include the most relevant and effective keywords.

Another important aspect of ASO is the game's visual elements, such as its icon, screenshots, and video previews. These elements should be visually appealing and accurately reflect the gameplay and theme of the game in order to attract potential players. It's also important to optimize the game's title and description for readability and clarity, using a tone that aligns with the brand and resonates with the target audience.

In addition to these technical elements, localization is another key aspect of ASO for mobile games. By translating the game and its metadata into different languages and adapting the ASO strategy for each language individually, a game can reach a much wider audience and drive organic growth. 

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This was evident in the case of Monsters Gang, the development team at Moonee took a two-pronged approach to ASO, beginning with an initial launch in English and then expanding to other languages.

First, they conducted research on relevant keywords in the Play Store and revised the game's metadata accordingly. This included updating the game's title, short and long descriptions, and adopting a playful tone of voice that aligns with the brand. As a result of these efforts, Monsters Gang saw a 50% increase in organic growth, going from 100k to 150k downloads worldwide in the first month.

The team then decided to localize Monsters Gang to other languages in order to continue expanding the game's reach. This involved reviewing the ASO strategy for each language individually and optimizing it to be as effective as possible. The result was a 2X increase in volumes in Google UAC campaigns, and an additional organic growth of 100k downloads, bringing the total to 250k.

Overall, Monsters Gang's success in doubling its organic traffic through ASO and localization demonstrates the importance of these strategies in driving growth for mobile games. Whether you're just starting out or are looking to take your game to the next level, App store optimization is a crucial aspect of promoting and scaling your game. By researching and optimizing keywords, utilizing visually appealing visual elements, and properly localizing the game, developers can increase the visibility of their game and drive organic growth. If you're looking for expert help with ASO, it's worth considering reaching out to a team of professionals who can guide you through the process and ensure your game gets the visibility it deserves.

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