1. Introductory stage
We sync with producers and builders to grasp what sort of sport it’s, discussing style, gameplay, and audience on the conferences.
2. Evaluation stage
We work out the place the thought of the sport got here from (possibly it’s a mixture of references), we analyze the setting and all opponents, together with oblique ones.
We have a look at the opponents’ total meta: texts, key phrase rankings, icons, screenshots, previews, rankings, positions by class, how many individuals obtain the sport in a specific nation, what’s the income by nation — in different phrases, every part that may assist us get an thought of what the state of affairs available on the market is to additional place our sport.
We discover the issues that might use some enchancment on our half and the alternatives our opponents are lacking. Have they localized the product for Japan or Brazil? Have they got mid-range key phrases and lengthy tails (i.e. multi-word keys)? Can we make a greater trailer? These are a few of the issues we’re wanting to determine.
Oddly sufficient, the youngsters’s video games are probably the most troublesome to deal with. Prior to creating a closing choice on creating a sport, the producers want to review the viewers that isn’t significantly simple to grasp.
Most youngsters don’t know the right way to search and choose content material themselves, so their dad and mom are doing it for them. Due to this fact, they’re those visiting the web page. That leaves us with two totally totally different classes of individuals, one needs to be sufficient to obtain the sport, and the opposite has to love the sport itself.
Or, possibly the kid discovered the sport and the mum or dad is simply checking it out earlier than downloading. On this case, the content material has to talk to the youngsters with cute photos and clarify how the sport advantages the kid’s improvement to the dad and mom on the similar time.
As well as, dad and mom, in addition to the platforms themselves, are very delicate in the case of selecting a sport for his or her baby. They pay plenty of consideration to the opinions, rankings and app security.
You’re very fortunate in case your sport has a powerful competitor. You may have a look at their creatives, early assessments, and customarily comply with the sport’s evolution. Most often, there aren’t any creatives, or the opponents are very weak, or the ASO is nowhere to be discovered, so you need to pioneer a sure subgenre.
3. Technique improvement
After we analyze the undertaking, we make a roadmap and focus on it with producers and builders. Our sport plan strongly relies on the targets and goals — generally it’s good to begin with graphics or, conversely, with textual content.
If it’s good to increase your attain after which work on conversion, we begin with the textual content meta.
This occurs in 90% of instances with hypercasual and midcore initiatives — we choose the semantic core, compose a textual content meta, and localize it for various international locations. We do that first as a result of the textual content meta positive aspects momentum very slowly. It takes not less than three weeks to index the key phrases on Google Play; the App Retailer is less complicated to method, the outcomes are sometimes seen virtually instantly.
We begin with graphics if we do not have time to work with the textual content. For instance, when person acquisition begins in every week. On this case, the textual content meta received’t have time to achieve momentum and we’ll waste our time. Though artists additionally want time to create content material, it is faster to make colourful, engaging packaging with banners, screenshots and calls to motion, and change to increasing the key phrases and writing well-developed textual content afterwards. Graphics testing is an important factor for hypercasual.
4. Testing stage
After the first ASO, the sport goes to the advertising group for a CPI check. We want it to grasp if we’re able to proceed person acquisition, how a lot a obtain prices, what’s the retention and different parameters.
If we’re able to hold working with the ensuing metrics, the sport goes to the second check to see if it pays off.
5. End result analysis stage
The producer decides whether or not to maintain the undertaking or not. If the undertaking has handed each assessments, it transitions to large-scale acquisition.
6. Technique implementation
If every part’s good, we transfer on to what we name the help ASO. We’re engaged on rising attain and conversion and optimizing the textual content meta in addition to potential.
Let’s say we wrote a textual content with the most important potential variety of related key phrases throughout the major ASO. After we optimize, we improve goal key phrase density — this fashion, a big share of the audience will have the ability to discover the sport by phrases and phrases.
If there’s plenty of acquired site visitors, we test which creatives give us extra downloads and regulate the packaging for adverts to eradicate any discrepancies.
7. Seek for new progress factors
We check the efficiency of images, textual content and different all through your entire undertaking life cycle.
8. Mission shutdown stage
We cease doing ASO solely once we’re not working with the developer. Whereas the sport is available on the market, the work goes on.