How to Duplicate ASO Organic Downloads of a Mobile Game in a Few (Real) Steps – Case Study

Hello!

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What is ASO?

App Store Optimization (ASO), also known as App Store SEO, is the process of refining a mobile game or application to boost its visibility in the Apple App Store and Google Play Store. The goal is to improve rankings in Search results when users actively look for apps, as well as in Explore sections when they browse, driving more traffic to the store listing and increasing conversion rates for maximum organic downloads.

While SEO and ASO share similarities, they differ significantly in mechanics and execution.

Effective ASO delivers free, high-quality users to Android and iOS apps while lowering User Acquisition (UA) costs. It forms the foundation of any sustainable mobile growth strategy.

In simple terms: ASO = Traffic + Conversion.

The process demands a deep understanding of how the stores operate, combined with insight into the target audience and the most relevant keywords users might enter when searching for or discovering an app.

ASO extends far beyond Search alone. Elements such as user experience play a vital role in mobile marketing. As stores evolve, visibility in Explore and Browse sections—including Similar Apps, Featured placements, and Top Charts—has become essential. Staying current with these changes is key to long-term success.

ASO is shaped by two categories of factors: on-metadata (elements you can directly edit in the Google Play Console or App Store Connect) and off-metadata (external signals outside a developer’s direct control).

This leads to another useful formula: ASO = On-metadata factors + Off-metadata factors.

Remember that ASO cannot succeed without a quality app and positive user experience—strong fundamentals remain the cornerstone of any effective ASO strategy.

ASO Case Study

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Today we explore how strategic keyword selection dramatically lifts organic downloads. We’ll examine the performance of a game on the Google Play Store that saw minimal traction before PickASO applied a targeted ASO approach. The results speak for themselves.

The mobile game launched ten months ago, in December 2025, and is available worldwide across 148 countries in six languages. Its owner, a recognized player in the gaming industry, aimed to increase organic downloads in Spain and the United States without additional User Acquisition spend.

Here’s how the ASO strategy was executed and the key considerations that drove its success:

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1. Games Require a Different Approach Than Apps

Games and apps are treated as separate categories on the Google Play Store, and ASO tactics must be adapted accordingly. Within the Games section alone, 17 distinct genres exist: Action, Adventure, Arcade, Board, Card, Casino, Casual, Educational, Music, Puzzle, Racing, Role Playing, Simulation, Sports, Strategy, Trivia, and Word. Selecting the most relevant category helps users discover the title naturally.

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2. Keyword Research

The client initially lacked a clear plan for increasing visibility. PickASO began with comprehensive keyword research to identify high-potential ASO terms.

This research provided the essential starting point, revealing which keywords to incorporate into the listing to improve rankings and attract users browsing the store.

Data from the Google Play Console (including Installs per Keyword) and TheTool (traffic volume, keyword difficulty, and competition levels) guided the optimization decisions. Because keywords in the description field influence rankings on Google Play, there is substantial room to work with them effectively.

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3. Listing Optimization

The keyword research pinpointed a core concept with strong differentiation potential in both Spain and the United States. On a single day, targeted keyword variations were implemented across the listing:

• Title field – using all 50 available characters
• Short Description field – using 75 of 80 available characters
• Long Description field – utilizing nearly all 4,000 characters, structured with headings, bold text, bullet points, paragraphs, and emojis

Improvements in keyword rankings appeared quickly on both markets. Within 40 days, the number of ranking keywords rose from 16 to 56 in Spain, from 12 to 32 in the United States, and from 28 to 68 globally.

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Detailed evolution of keyword rankings across top positions is shown below:

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Screenshots were also refreshed with a clear call-to-action and concise explanations of the gameplay steps. This clarity helps users understand exactly what the game offers, reducing mismatched expectations and negative reviews.

Highlighting core features through visuals and structured descriptions further differentiates the title from competitors and supports stronger conversion rates.

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Final Thoughts About Duplicating ASO Organic Downloads for a Mobile App Game

Keyword research identifies the terms that matter most to potential users, while optimized screenshots with clear CTAs enhance appeal and conversion. Together, these elements create a stronger path from discovery to download.

Here’s how results evolved for the featured game:

Within 40 days, global organic downloads doubled and U.S. organic downloads tripled. This growth stemmed directly from precise keyword placement throughout the listing and updated visual assets aligned with the game’s features.

This App Store Optimization case study was conducted by PickASO in collaboration with TheTool. Feel free to share this article if you found it valuable.

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