Session about experience of Creative Mobile in A/B testing game creatives on Google Play with their mobile title ZooCraft: Animal Family. Optimization Tips and Tricks for Early 2020 and ASO loop as they see in their company. Presentation delivered by Denis Larionov and Serg Kharchenko at 8th edition of GameCamp (www.gamecamp.io).

1. ASO
for Games
Overview 2020

2. ABOUT US
•6 years in GameDev sphere balancing around creative
and marketing jobs
•In 2017 I joined Creative Mobile as a creative manager
•Now I'm responsible for BizDev and brand awareness
•5 years in Digital Marketing have extensive experience
with different ad networks and verticals
•In 2019 I joined Creative Mobile as a creative manager
•Now I'm responsible for ASO, SMM and marketing
activities

3. ABOUT CREATIVE MOBILE
•9 years in the business
•Free-to-play mobile game-focused
developer
•More than 400 mil total
downloads

4. ABOUT THE GAME
● 2015 inittial release on Google Play
● Genre: casual tycoon
● Languages: EN, FR, IT, RU, SP +13 others
● Over 10 MILLION installs
● Players: Female 70% Male 30%
● DAU: ~ 70k

5. OUR MISSION
• Get to know ASO techniques for
mobile games
• Understand the key factors affecting
organic traffic in Google Play
• Explore Successful Cases

6. AGENDA
• Aso Intro
• ASO workflow
• ASO for games (Cases 🔥)
• Summary
• Q&A

7. Why ASO Matters
3M apps Google
Play
Crowded market
High CPI Costs
Improve ROI
Organic users
have higher
intent
Traffic Quality
Helps to
increase CR and
decrease costs
Supports UA

8. ASO Techniques
Search visibility
● Title <=50
● Short Description<=80
● Full Description<=4000
● Additional locales
Visual optimization
● Icon
● Feature Graphic
● Video
● Screenshoots

9. ASO Techniques
Browse channel 💪
Why you should pay most of
your attention on browse
channel:
1. >90% of all organic
downloads for games go
from browse channel
2. Limited keywords with
traffic for most game
genres
3. Huge competition
Why Graphic optimization is so important in 2020

10. RATINGS AND REVIEWS
Influence on CR
Important to get featured How to choose reviews to answer
1. Featured/Helpful reviews
2. Rating became worser
5*→ 1*
3. Long reviews
4. Updated reviews with the same rating

11. ASO WORKFLOW
ASO audit
ASO experiments
ASO reports
Repeat

12. ASO AUDIT
Why should you do competition research?
What are you looking at?
● Keywords rankings
● Descriptions, titles
● Graphics
● Changes with metadata

13. ASO EXPERIMENTS
1. One element to test
2. Identify your goal
3. Decide how significant your
results need to be
4. Reverse a/b testing
A/B Testing Checklist:

14. ASO REPORTS
Understand and improve your app’s power in Google Play with tracking your activities
1. Check positions
2. Check metrics (CR, install volume)
3. Log your experiments

15. WHERE IDEAS COME FROM
Regular inner brainstorms

16. ZERO PATIENT

17. OPTIONS

18. AND OSCAR GOES TO…

19. WHO FRAMED THE RABBIT?

20. AND EASTER OSCAR GOES TO…

21. A/B Testing Easter
+3 +6%
-12 - 16%
-8 - 15%
Variant A
Variant B
Variant C
Control Variation

22. MEANWHILE ON SCREENSHOTS FIELD

23. SCREENSHOTS ZERO PATIENT

24. CLEAR MESSAGE FOR EVERYONE

25. HALLOWEEN RESKIN

26. X-MAS

27. A/B Testing X-MAS
-0,3+12,3%
-0,5 - 10,6%
Variant A
Variant B
Control Variation
EN
RU
DE
FR
12,3%
-0,3%
8,4%
2%
EN
RU
DE
FR
10,6%
-0,5%
6,3%
0%

28. MEANWHILE IN JAPAN

29. FROM ESTONIA WITH LOVE

30. MOOAAR TESTS

31. BIG IN JAPAN

32. MAYBE MORE KINDS OF ANIMANLS?

33. MAYBE DIFFERENT LOGO STYLES?

34. MAYBE TYCOON FEATURE?

35. PEOPLE?

36. MOOAAR ANIMALS (NEW STYLE)

37. MEANWHILE IN UA…

38. SO, LET’S TRY SEA CREATURES!

39. TAIL OF SUCCESS

40. A/B Testing Sea Creatures
+16 - 42%
+1 + 20%
+6 +26,5%
Variant A
Variant B
Variant C
Control Variation

41. “CRAZY STUFF” IS COMING

42. “CRAZY STUFF” OF GODS

43. I HAVE AN APPLE, I HAVE A PEN…

44. THE SEA “CRAZY STUFF”

45. THE SCARY “CRAZY STUFF”

46. THE VALENTINE “CRAZY STUFF”

47. CHEATERS ELEMENTS

48. BLACK FRIDAY CRAZY STUFF

49. ANIMALS ELEMENTS

50. AND THE WINNER IS…

51. BACK TO (USSR) UA

52. WORKS IN ASO AS WELL

53. ADD MORE CRAZY PARTS

54. A/B Testing ASO Leader
-8 - 14%
+4 +20%
-5 - 10%
Variant A
Variant B
Variant C
Control Variation

55. KEY POINTS
● Listen to your players
● Communicate with other departments
● Reuse creatives
● Log all experiments

56. SUMMARY
● Basic text ASO for proper indexing
● Focus in Graphics and CR optimization
(Browse Traffic rules)
● Ratings and Reviews
● ASO Loop (🚀)
Happy optimizing!

57. CONTACTS
/ ZOOCRAFTGAME / ZOOCRAFTGAME / ZOOCRAFTGAME
SERGEI KHARCHENKO
EVANGELIST
SERGEI.KHARCHENKO@CREATIVE-MOBILE.COM
DENIS LARIONOV
CREATIVE MANAGER
DENIS.LARIONOV@CREATIVE-MOBILE.COM
www.zoocraft.online

58. THANK YOU