ReportSensor Tower
Mobile Game Store Asset Optimization Trends 2021
1 Jan 202127 pages~11 min full read
The release of iOS 15 in late 2021 introduced native A/B testing for up to 90 days and the ability to create 35 unique Custom Product Pages, enabling highly targeted audience acquisition.
See it on page 5Top-performing publishers are aligning App Store screenshots and icons with high-performing ad creatives—such as Playrix and Nexters' 'Pull the Pin' ads—to reduce user acquisition costs and minimize conversion friction.
See it on page 20Successful mobile game publishers treat store assets as dynamic marketing tools rather than static elements, frequently updating them to reflect seasonal events, anniversaries, and live operations.
See it on page 17Strategic icon management is a proven re-engagement tactic, exemplified by Golf Clash, which implemented 17 distinct icon updates between 2017 and 2021 to capitalize on holiday-themed content.
See it on page 10Major publishers like King and Garena leverage brand equity by integrating consistent corporate logos across their entire game portfolios to strengthen brand identity.
See it on page 12While Google Play historically led in A/B testing capabilities, the new iOS 15 features are expected to standardize data-driven asset optimization across the Apple ecosystem.
See it on page 6Strategic store asset optimization is a critical driver for increasing conversion rates and reducing user acquisition costs in the mobile gaming industry. Analysis of top-performing publishers reveals that the most successful entities treat app icons, screenshots, and product pages as dynamic marketing tools rather than static assets. This approach is particularly relevant following the release of iOS 15 in late 2021, which introduced Custom Product Pages and Product Page Optimization. These features allow developers to create up to 35 unique landing pages and conduct native A/B testing for up to 90 days, enabling highly targeted campaigns for specific audiences and influencers.
Data from major titles illustrates several dominant trends in asset management. Seasonal updates are a primary strategy; for instance, Golf Clash implemented 17 icon changes between 2017 and 2021 to reflect holidays like Halloween and St. Patrick’s Day. Other publishers, such as King and Garena, prioritize brand identity by integrating corporate logos across their entire portfolios to leverage existing brand equity. Furthermore, "forever franchises" like Animal Crossing: Pocket Camp use icon updates to signal anniversaries and live operations events, driving re-engagement among lapsed players.
A significant shift in the industry involves the alignment of store assets with high-performing ad creatives. Publishers like Playrix and Nexters successfully utilized "Pull the Pin" advertisements—which often differ from core gameplay—to lower costs per install. To minimize friction and improve conversion, these companies updated their App Store screenshots and icons to match the ad content. While such experimentation was historically more prevalent on Google Play due to its long-standing A/B testing tools, the new iOS 15 capabilities are expected to catalyze similar data-driven optimization strategies across the Apple ecosystem. This analysis utilizes Sensor Tower’s proprietary intelligence platforms to track these trends across global markets and major gaming segments.
