Optimising App Store Listings for Mobile Games: Best Practices

Optimising your app store listing is essential for making your mobile game stand out among the millions of apps available. By following key best practices, you can significantly increase your game’s visibility, discoverability, and download rate. Here’s a detailed breakdown of the most effective ways to optimise your app store listing for mobile games.

1. Crafting a Compelling Title and Subtitle

The title and subtitle are critical in determining your app’s visibility in search results. For a mobile game, the title should:

• Be concise but descriptive, ideally including your game’s unique selling point. For example, if your game is an action-adventure game, a title like “Hero Quest: Battle for Glory” captures both genre and excitement.

• Incorporate a primary keyword relevant to your audience, such as “mobile game” or the specific game type, like “strategy” or “RPG”. This ensures that your game appears in searches for these terms without feeling like it's keyword-stuffed.

• Stick to the character limits (50 for the Apple App Store, 30 for Google Play).

For the subtitle, make sure it highlights the game's most engaging features:

• Use the subtitle to showcase unique aspects, like “100+ levels, Real-time PvP” or “Endless adventure and epic battles.”

• Aim to integrate supporting keywords such as “mobile game,” “real-time strategy,” and “puzzle challenges” without overloading it with repetitive terms.

2. Writing an Engaging Description

The app description should communicate the core features of the game while subtly incorporating relevant keywords. A good description:

• Focuses on the gameplay experience and highlights what sets it apart from other games. For instance, explain key features like “Engage in fast-paced, real-time battles with players worldwide” or “Solve challenging puzzles in a beautifully crafted fantasy world.”

• Use bullet points to break down the description into easy-to-read sections, emphasising key elements like:

  • “Multiple game modes, including PvP and co-op challenges”

  • “Unique characters with customisable abilities”

  • “Daily missions and rewards to keep players engaged”

• Naturally include important keywords like “mobile game,” “real-time strategy,” “multiplayer,” or “puzzle game” based on your game’s core features. Avoid keyword stuffing—keep the language natural and player-focused.

• Make the first few sentences compelling, as only the first 252 characters are visible before the user clicks "read more."

Localisation is crucial for reaching a broader, international audience. By adapting your app store listing to different languages and regions:

• Translate the app description and keywords into local languages. For instance, if you’re targeting Spanish-speaking players, ensure your description is fully translated to reflect the language and cultural preferences of the region.

• Adjust visual content: Depending on cultural preferences, you may want to modify screenshots or other visual elements to better resonate with a specific audience.

User reviews and ratings directly affect your app’s ranking and overall success. Here’s how to encourage positive feedback:

• Prompt users to leave a review after significant achievements in your game, like completing a level or unlocking new characters.

• Respond to negative reviews by addressing issues and showing players you’re committed to improving the game. It may seem tough but a well-handled review can change the perception of your game and increase positive feedback in the long run. 

Regularly updating your app store listing ensures that it stays relevant and reflects the latest features and improvements in your game. To optimise performance:

• Keep your description and visuals updated with new content such as events, features, and gameplay updates.

• A/B test different versions of your title, subtitle, screenshots, and description to see which version performs better in terms of downloads and user engagement. For instance, test different titles like “Hero’s Journey: Battle Arena” versus “Hero’s Quest: Ultimate Showdown.”

8. Tracking and Optimising Performance

Lastly, continuously monitor how your app is performing in the store:

• Track keyword rankings, conversion rates, and download numbers using ASO tools.

• Refine your strategy based on what keywords are driving the most downloads, adjusting your metadata as needed. For instance, if “real-time multiplayer” drives more traffic than “PvP,” you might shift your focus in future updates.

By following these best practices for optimising your app store listing, you’ll greatly improve the visibility and success of your mobile game. From crafting an engaging title and description to using high-quality visuals and strategic keywords, each aspect of ASO plays a crucial role in attracting users and converting them into players. Regular updates, A/B testing, and careful monitoring of performance ensure that your game continues to stand out in an increasingly competitive market.

Optimise every detail of your listing, and you'll set your mobile game on the path to greater success.

At The Game Marketer, we specialise in helping game developers and studios enhance their presence in app stores through comprehensive marketing strategies. Whether you need assistance with App Store Optimisation (ASO), launching a new game, or running targeted ad campaigns, we bring deep industry expertise and a personalised approach to every project. Our team understands the nuances of mobile gaming, and we work closely with you to create customised strategies that increase visibility, drive user engagement, and boost downloads.

We don't just offer services—we partner with you to ensure your game's success in a competitive market. Let us help you take your game to the next level.