Marketing·Updated Mar 17, 2026 by Sensor Tower
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.
Top-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.
Successful 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.
Strategic 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.
Major publishers like King and Garena leverage brand equity by integrating consistent corporate logos across their entire game portfolios to strengthen brand identity.
While 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.
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.
Top-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.
Successful 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.
Strategic 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.
Major publishers like King and Garena leverage brand equity by integrating consistent corporate logos across their entire game portfolios to strengthen brand identity.
While 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.