improving app store discovery on the path to 1 billion downloads - tabtale

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Mobile PowerhouseTop 10Publishers Worldwide (iOS & Google Play combined) (2015, by App Annie)

40 MillionMAU to date, approx. 50% of them coming from the US and Canada

650games to date

1 Billion downloads to date

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Coco Play (Asia)

Level Bit(Europe)

Sunstorm(US)

TabTale(Macedonia &

Bulgaria)

Crazy Labs(Israel)

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Top Ranks on iOS

60

50

40

30

20

10

0

# of

app

s in

top

rank

Top Rank

#1 #3 #5 #10

Top Rank iOS-US (1.2014-6.2015)

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19

34

55

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The Challenge

Marketing In-Game

A necessary condition, but not enough

A necessary condition, but not enough

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On the path to 1 Billion downloads

Highlights:●Banners / Ads. Impact: 250%●Icons. Impact: 100%●Store banners. Impact: 28%●Short Description. Impact: 18%●Name. Impact: ?

Lowlights:●KeyWords●Localization

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Banners - ExampleCool School

250%

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Banners - ExampleShopping Jam

220%

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Icons - ExampleSupermarket

30%

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A/B Testing

Isolate One VariableFull Page

Icon

Store Banner

Short Description

Title

Screen Shots Order

Combinations

Themes

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A/B Testing - ExamplesBubble Party - Crazy Clean Fun (Icon Test)

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A/B Testing - ExamplesBubble Party - Crazy Clean Fun (Icon Test)

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A/B Testing - ExamplesSupermarket Girl (Icon Test) - 3 Versions

B CA

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A/B Testing - ExamplesBunny Boo (Full Page - Theme)

A B

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A/B Testing - one more tip...❏ Global - Default store listing language❏ Localized - In a specific language

>> Plan Smart - Especially in Soft Launches

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Optimization

1. Optimization >> Increases our returns 2. We can optimize our marketing assets