Merge Matters is an interactive mobile game that has captured the attention of players worldwide. With its bright and intuitive gameplay, Merge Matters is designed as a leisure activity that offers an exciting adventure full of unexpected twists and interesting design tasks.
The goal was to increase app impressions and installs for selected regions, while also enhancing the overall user experience. To achieve this target, we employed a data-driven approach by analyzing market trends, identifying key competitors, and compiling a semantic core.
Our optimization strategy involved updating metadata for specific countries in the App Store, which led to an impressive 166% increase in app impressions (65,699 impressions) and a 60% growth in app installs (1919 installs) for those regions. The updated localizations included 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 were remarkable, with the app ranking highly for relevant search terms and reaching the top of the charts. In fact, our analysis revealed that the number of installs from "Browse" increased significantly after the optimization, as the app was featured in various categories on the Games tab.
Notably, the "New games" category on the Games tab played a crucial role in boosting installs by "Browse." This exposure led to a substantial increase in 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).
While the number of installs from "Browse" decreased over time as the app was no longer classified as a new game, our optimization efforts resulted in a significant increase in organic traffic. The data suggests that our strategy effectively boosted the app's visibility, driving more users to download and engage with Merge Matters.
In conclusion, our comprehensive approach to optimizing the Merge Matters app led to remarkable results, demonstrating the importance of effective metadata updates and strategic targeting of specific regions. By prioritizing user experience and leveraging data-driven insights, we were able to increase app impressions and installs, ultimately driving business growth for the game's developers.