When optimizing mobile games, several distinct factors must be considered compared to regular apps. Games represent the most lucrative sector within the mobile industry. In this guide, we’ll focus on the critical elements of ASO – text and visual optimization, and how these differ specifically for mobile games versus other types of apps.
Mobile Games Market Overview
Mobile games have solidified their dominance in the app ecosystem in the last few years, particularly in consumer spending. In 2023, mobile game players spent a staggering $1.6 billion per week during the first quarter alone, highlighting the sustained demand for mobile gaming. This equates to over 1.2 billion downloads per week globally, underscoring the enormous volume of games being installed and played.
While mobile game spending saw a slight decline overall, dropping by 2% in 2023 to $107.3 billion, this sector still accounts for nearly 63% of all consumer spending on apps. Popular games like Honor of Kings, Subway Surfers, and Candy Crush Saga continue to top the charts, maintaining high download rates and revenue.
How Does ASO for Games Differ from Apps?
The primary distinction lies in user intent. Users often search for apps to solve a specific problem or fulfill a need—whether it’s managing finances or tracking fitness goals. Games, on the other hand, are not problem-solving tools. They cater to entertainment, which significantly alters the context of search queries.
Critical Considerations in Game Optimization:
Keyword Research: While the keyword research process for games may seem similar to apps, the user’s intent often revolves around the genre, gameplay style, or mood. For instance, terms like “match 3,” “racing,” or “MOBA” might be critical to the semantic core. Understanding the specific characteristics of your game is crucial when selecting keywords.
Text Metadata: The game’s title is vital for ranking, regardless of whether you’re on Google Play or the App Store. Besides branding, incorporating the game’s genre in the title is essential, giving users immediate context. For example:
- “Race” for racing games.
- “Match 3” for puzzle games.
Your short description (on Google Play) or subtitle (on the App Store) should combine a call to action with relevant keywords for better ranking. Remember to use analytics tools for success ASO, like ASOMobile.
Visual Metadata:
- Icons: Typically feature gameplay elements or characters.
- Screenshots: Should be arranged to showcase the game’s most exciting aspects.
- Videos: Work best for dynamic games but should be tested to ensure they don’t hurt conversion rates.
Conclusion
Optimizing mobile games involves many of the same steps as apps, but the context and user expectations introduce unique challenges. By understanding the nuances of the mobile game market, from user intent to visual appeal, you can craft an effective ASO strategy that drives results.