Even a high-quality game can get lost among hundreds of competitors in the App Store. That’s exactly what happened to our partner, a casual game developer whose flagship title was getting only a few organic installs per day.
To turn things around, we analyzed competitors in 10 countries, identified key growth opportunities, and systematically optimized the game’s metadata.
Here’s how this step-by-step approach helped the game emerge from the shadow of bigger players and triple its organic performance in just two months.
A mobile developer specializing in casual games for iOS and Android.
The partner approached us with their flagship game — a blend of Hidden Object and Match-3 mechanics. While both genres are highly popular, they’re also fiercely competitive, with well-established leaders dominating the top charts.
Before the collaboration, the app generated only about 500 organic impressions and five installs per day worldwide.
Our goals:
The casual gaming niche is among the most competitive in mobile gaming, so surface-level optimization simply wouldn’t suffice.
To expand into new markets and boost organic visibility without relying on paid promotion, we developed a step-by-step plan:
Optimize and test metadata updates to gradually improve results over time.
To evaluate the niche, we used our proprietary tool, RadASO Tech Solution, an AI-powered system that collects data on competitors, keywords, and market trends across the App Store and Google Play. Using this tool, we analyzed over 600 global and local competitors in the category.
The main traffic leaders — Manor Matters, June’s Journey, and Find Out — served as our benchmarks for developing the optimization strategy.
Our research revealed the greatest growth potential in:
The next step was to develop a localization plan tailored to each target market.
We identified the primary languages spoken by players in each country and adapted the App Store listing page to reflect regional nuances. This approach allowed us to engage not only English-speaking users but also audiences across Europe, Latin America, and Asia.
Optimized locales:
This laid the foundation for a scalable, localized ASO strategy designed to drive sustainable global growth.
See how we earned Google Ads certification in 12 countries and launched a large-scale campaign for IronWallet.
Building on our earlier analysis, we launched a phased optimization of the game’s App Store page. Updates were rolled out across multiple countries and languages, taking into account local search behaviors and trending terms.
The team rolled out three iterations of updates — on April 30, May 25, and June 28.
Each update involved testing new titles, subtitles, descriptions, and keyword sets. We continuously tracked performance and replaced any underperforming elements.
This approach allowed the game to steadily climb the rankings — after the third update, it secured top-3, top-5, and top-10 positions for dozens of keywords across multiple markets.
After three ASO iterations, the app demonstrated consistent growth:
Within just two months after the first release, organic impressions rose by 253%, while installs grew by 278%.
This means the game not only attracted more traffic but also enhanced its App Store visibility, ranking higher for target keywords and generating a stable stream of installs — without additional ad spend.
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