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Mergescapes App Store Optimization Case Study – Impressions +166% and Installs +60%

Service: App Store Optimization.
Niche: Mobile games.
Team: Netpeak RadASO.

Results: App impressions increased by 166% and installs went up by 60%.

The Client

Mergescapes is an interactive mobile game. With its bright and intuitive gameplay, Mergescapes is designed as a leisure activity. Players can enjoy an exciting adventure full of unexpected twists and interesting design tasks.

The Challenge

The goal was to increase app impressions and installs for the selected regions.

The Solution

To achieve our targets, here is what we did:

  • To begin, we compiled the competitors of the app.
  • We then analyzed the market.
  • Based on our analysis, the main countries for promotion were selected.
  • Finally, we prepared the semantic core and metadata for these countries in the App Store.

Using our tool, we found new relevant search terms and updated the metadata to cover the maximum amount of search terms.

In total, we released 21 updated localizations:

Dutch, English (Australia), English (Canada), English (U.K.), English (U.S.), French, French (Canada), German, Italian, Japanese, Korean, Portuguese (Brazil), Portuguese (Portugal), Russian, Spanish (Mexico), Spanish (Spain), Turkish, Vietnamese, Catalan, Ukrainian, Arabic.

The Results

After release, we ranked highly for relevant search terms and got to the top. We increased app impressions by 166% (65,699 impressions) and app installs grew by 60% (1919 installs) for the countries with updated localizations.

In the following graphs, we can see an increase in app impressions and installs after the release.

Impressions by Search source by day:

Impressions by Search source by day

Units by Search source by day:

Units by Search source by day

Comparative dynamics of the project's organic traffic.

Impressions by Search for January 7th to 15th and January 16th to 24th in the top 10 countries:

Impressions by Search in the top 10 countries

Units by Search for January 7th to 15th and January 16th to 24th in the top 10 countries:

Units by Search in the top 10 countries

Comparison of installations in the top 10 countries.

Installs by Search for January 7th to 15th and January 16th to 24th by region:

Custom region

Impressions

Units

1/7/2021 - 1/15/2021

1/16/2021 - 1/24/2021

Change

%

MoM

1/7/2021 - 1/15/2021

1/16/2021 - 1/24/2021

Change

%

MoM

United States

12 970

39 436

26 466

204 %

88 220

1 116

1 904

788

71 %

2 627

UK + Ireland

8 731

10 197

1 466

17 %

4 887

438

462

24

5 %

80

Germany + AT + CH + LU

1 974

6 235

4 261

216 %

14 203

203

291

88

43 %

293

France

1 500

4 390

2 890

193 %

9 633

182

237

55

30 %

183

Netherlands / Belgium

1 593

3 599

2 006

126 %

6 687

159

201

42

26 %

140

Russia / Ukraine

697

4 010

3 313

475 %

11 043

85

189

104

122 %

347

Canada

2 569

3 614

1 045

41 %

3 483

145

178

33

23 %

110

Northern Europe

1 273

2 024

751

59 %

2 503

117

175

58

50 %

193

Australia + NZ

1 754

3 324

1 570

90 %

5 233

137

160

23

17 %

77

Vietnam

352

2 712

2 360

670 %

7 867

32

144

112

350 %

373

Thailand

679

2 016

1 337

197 %

4 457

57

142

85

149 %

283

Arabic World

268

1 745

1 477

551 %

4 923

40

119

79

198 %

263

Spain

844

2 058

1 214

144 %

4 047

78

108

30

38 %

100

Eastern Europe

458

1 070

612

134 %

2 040

63

95

32

51 %

107

Italy

826

2 145

1 319

160 %

4 397

77

94

17

22 %

57

Turkey

338

2 309

1 971

583 %

6 570

34

87

53

156 %

177

Rest of World

426

1 457

1 031

242 %

3 437

48

81

33

69 %

110

Japan

553

5 113

4 560

825 %

15 200

18

80

62

344 %

207

India

234

1 169

935

400 %

3 117

15

75

60

400 %

200

Brazil

294

1 332

1 038

353 %

3 460

34

67

33

97 %

110

Hispanic America

318

784

466

147 %

1 553

42

51

9

21 %

30

Indonesia

206

525

319

155 %

1 063

20

41

21

105 %

70

Korea (South)

308

2 055

1 747

567 %

5 823

22

36

14

64 %

47

Malaysia

119

663

544

457 %

1 813

11

27

16

145 %

53

Taiwan + HK + Macau

145

532

387

267 %

1 290

9

24

15

167 %

50

Rest of Europe

82

287

205

250 %

683

12

22

10

83 %

33

Portugal

17

273

256

1 506 %

853

2

18

16

800 %

53

Israel

23

120

97

422 %

323

3

9

6

200 %

20

China / Singapore

78

134

56

72 %

187

6

7

1

17 %

3

Total

39 629

105 328

65 699

166 %

218 997

3 205

5 124

1 919

60 %

6 397

After release, the app was included in the "New games" category on the Games tab, so the installs by "Browse" increased as well.

Units by source Browse by day:

new game category

"Browse" includes installs from featuring such as game selections, articles in the App Store for Games and Today tabs, "You may also like" collections on the page of other apps, as well as Category Tops and Overall (Top Free/Paid games).

It is important to note that over time, the number of installs from "Browse" decreased as the app was no longer classified as a new game.

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