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

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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:

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:

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

"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.

Learn more about App Store Optimization in UK and read:

Maxim Melnik

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