Panel: Getting Your ASO Kicked: Dealing With ASO in the Current Saturated Mobile Market.

foreign [Music] [Applause] our first panel in the uh the ASO Acumen track sponsored by app tweak is our panel entitled getting your ASO kicked dealing with ASO in the current saturated mobile Marketplace a panel hosted by my good friend Oscar Clark for fundamental games right here I'll lead hand over to Oscar to introduce his pan as Dan said getting your ASO kicked is uh wasn't my

name for a title but it kind of works doesn't it I mean how many of us are having to deal with that daily struggle of making sure that you're actually getting the conversion you're paying for you're going to get people to your store either through organic experiences social experiences branding the more ads um and we're going to try and get them to play the game well if we can't get them to the store if we can't get that store to work and function properly for us we aren't going to succeed so um what I'm going to start off doing is ask these illustrious individuals to tell me uh a what they do I think guy you've probably already heard of but we'll we'll just recap briefly and then oh but I particularly want you to put it in the frame of what does ASO mean to you so guys you want to start off right so so uh I think I you know gave the whole Spiel on the side of the business I'm dealing with um like on the sidelines of ASO not really in

the side of optimizing the store but I'm a big believer in making sure that your app store Page looks as enticing to the user and as relevant to the user because that's a very important part of your conversion funnel and it's usually the part that you're not responsible for right you even if you work with ad partners with your partners you know who is clicking on an ad you know who's eventually launching your game if you register that event you don't know how what happens in between because that's responsibility of the platform and you need to understand it as well as you can and then you know capitalize on that but you've also got to communicate and you've got to express and create passion and excitement and all of the underlying kind of mathematics that go with all of that don't you so there's a kind of interesting enough balance and getting that page right and actually kind of understanding the sort of Science and craft of that as well so Emily I mean I'm sorry obviously I'm waffling again but please tell me tell me you know what what I'm missing or at least what do you

do and what does ASO mean to you so can you hear me yeah what that means is I basically do Consulting for some of our clients and I provide a bit of training as well on kind of kicking up their ASO efforts a small route and basically for me I think ASL is anything that you can do to try and bring visibility to your app so that people are actually seeing it in the App Store and that people are converting as well that you can get good conversion rates and a lot of people seem to have this kind of misconception that Ace always the SEO for apps I've heard it myself I say it to my mother when I go home for Christmas and she asks me what I do for a career but that's not exactly correct um ASO is a lot more than just keyword optimizations it's creative so that when your users are coming to the page they're going oh that looks alright I'll download it and then as a result you're

seeing that data you're seeing those numbers and you're getting a bit of money as well so and presumably it's like making sure the trailer is Right making sure the screen grabs are right making sure the story is right and all in that kind of very very tiny window of opportunity we've got which is basically like three or four lines is that is that fair kind of that's the sort of the whole gamut of what that page exactly ASO is an incredibly broad subject um so it's very hard to pinpoint exactly what ASO is go and uh hi um so we are a game publisher in Saudi Arabia Global successful Games published in in the Mina region and we also want to support the local game developers and help them develop games and also do marketing and and publish their games in the Mina and worldwide so for us obviously ASO is also quite a important subject here because

it's pretty much the bottleneck so everyone whether it's from Paid organic um goes ultimately through the App Store and it's people don't spend hours looking through your descriptions and thinking about like whether they want to download but it's just a matter of couple of seconds so you really want to get it right um and if if the page is relevant if it makes sense that more people will who land on the page will download it and this is important because you can easily increase your installs with practically not so much work but I like the fact you you remind us how little time we've got to get someone's attention it's not only the Restriction of the design that we're allowed to do on the App Stores it's also that we literally have a second I mean I I kind of sometimes say eight seconds I've sometimes say 12 I sometimes say three depending on how aggressive I want to be do you want to put a number to how many seconds we've

got just to scare people in the room I would say just a couple of seconds probably I know three to five I mean do we do that is that does that feel right to you guys I mean do you I mean a reason I'm asking is because I think it's it's really important to get across it's that first impression if you've got something out of place if you've got uh failure to localize well particularly if you're looking at Amino region you're not I mean one of the things I always remind me of is when I think about when I was working on PlayStation home we couldn't release that in Mina because you go to a an avatar that is wearing underwear it's just a simple thing but we just couldn't do that in the main region it just isn't appropriate it wouldn't work and and little things like that which are non-obvious that just take a bit of thinking that sanity check thinking so with that in mind what are the basics what are the the basic principles going what do you think of the basic principles that people should be paying attention to right so um I think that one interesting thing is

driving the right kind of audience to your uh to your game right so you look at the funnel and you think okay I'm starting with the icon and the text that's what people see even outside of the store or outside of the store Page okay whether organically or in my branded I don't know Facebook page or whatever that's where you start that's the start of the funnel and then eventually you're supposed to look not just as at installs but at retained users right because if you misled them you can do all kinds of experimentations and if you're looking at the wrong metric you're looking how many people converted to an install but then you know 90 of them drop in the first hour because you lied about your game that's not a good end result I mean who would do fake ads oh wait sorry and yeah that's actually an interesting thing because on the platform themselves they kind of got into that if you mentioned fake cuts already you're on the platforms on the App Stores you need to Showcase your game right they did

give you them some leeway and said okay you can put some stuff on top of it and then you know some games ended up with 90 stuff on top of the actual screenshot from the game um but still it's supposed to represent the game but then there's the question you mentioned three to five seconds on average how many people even bother to you know to check the third or fourth or fifth exactly picture it's the first impression yeah I think it's interesting that you talk about that kind of I mean I was joking about Fat Cats Out There is interesting kind of behaviors about that where people are starting to realize that a lot of the principles of why fake ads work is because it's communicating the idea of a game incredibly quickly and simply and shouldn't that be the first time user experience and if the if that actually matches to the ongoing experiences some validity to it I mean I'm pulling straws here um but I think it goes up to your point is that first impression it's taking people on a journey and not just thinking about where they are now but thinking about where they came from and is that communication working to convert

them into regularly playing and spending players Emily what do you what are you the basics for you obviously we talked about kind of getting people to that store what what we're doing inside that store so I think the Ace of Basics are really going to depend on what your goals for asor so you need to kind of focus on one thing in ASO Basics because if you're trying to do too much you're obviously going to see an impact but it's going to be really difficult to measure where exactly that impact is coming from so if you're doing creatives and a b testing and you're doing you know um keywords and you're doing ASA and you're doing all this stuff that's great but you see a spike and you've done it all at the same time well what caused that Spike and you're just going to end up spending all of your money and all of your resources and doing the same things over and over when realistically you might only need to be doing one or two of those things um so I think that's the very first thing you have to do with ASO is focus

I think there's another question there so how do you tell the noise from the you know the signal from the noise which is particularly because let's say we're doing a Facebook ad and we for some reason get a really high cost per install and my cost per click is still low but my store something happening between the store and the game for the next week my my cost per installs returned back to normal but I've done nothing on the site is it how do you know whether it's just it was a bad time in the US or it was actually something functionally wrong with that particular setup of the game does that make sense no I get what you mean to be like sometimes it just happens like that's it like that's the market that sometimes people aren't interested and there are things you can do to kind of measure the impact so for example I obviously working at after we use app tweak and what we'll do is if we have like we want to measure the visibility and we say okay we did uh update on this day we did our keyword field or we

updated creatives we'll have a look at the visibility on those days or the downloads or the installs and see if there's any spikes see what the reaction was and we do kind of reporting based on that so we keep track of it on kind of a continuous basis just to see like how those I guess traffic sources how those updates are impacting I think we're gonna have to come back around with and ask questions about data in a bit but I'm going to go I'm going to move swiftly on for you of where you're coming from obviously you're looking at a regional basis to a certain extent but I know you don't just do the Amina region um what what is the thing what are the basics for you in that sort of store Page process well I think um I mean I agree with the testing that we should focus on on one thing but I think that when it comes to the App Store the basics is really the entire App Store so the descriptions the title that I can the screenshots uh and it of course it all depends on your team if you do have just one person doing everything it's a bit of a challenge to

monitor everything and and update and do a b tests but you can do the minimum which is pretty much like think of your app store as a product and make it look good make it functional make it relevant use keywords and visuals that just reflect your product and you should very much know what your product is about and um and why your users download the game or or app so on because Emily's got me thinking about data again um let's think about you obviously guy you were talking about the the data about getting people from various sources to the page what data points are you looking for where you're getting that data from you know what's what's driving your thinking about how you strategically approach this and that's that's a hard question sorry about being mean so so first of all um you need to make sure that you have I

think I even mentioned that earlier you need to have the whole funnel right so the store tools the the platform tools that you're getting they give you only part of it if you're doing user acquisition you definitely need to need to make sure that you track everything because your hunch is like an inside you know it's a nice thing okay you can run through things in parallel and see which one has like you know better short-term effect but as you said earlier things sometimes like week after week they're changing um so obviously you need to cut keep tracking things for the long run and understand hey was this just an anomaly or was this actually performing better on the long run and the stuff that you should focus on I think is long you know long-term performance but but it's also hard because uh things have a way of stabilizing right so in there I think of the like Clash of clones right all of the Clash of Clans imitators that had the same

kind of icon in the store so initially it you know boosts performance because there's something new and people are looking at that and even if they saw your game before they know that okay now it's a game like Clash of Clans and it's something new and I'm going to you know jump into it even if they didn't want to download the game before now they do and you see an uptick in performance but after some time people get the hang of it and it kind of stabilizes and the long-term performance is you know stabilizes or even degrades I was gonna say you're lucky if it's stabilizing you're in a more likely crashes and burns exactly exactly because you can you know only fool the people for some time before they realize that hey it's the same thing I saw before you almost sound like you're saying that we need Integrity in our marketing long term Integrity yeah I mean it's not short-term but long-term internet good thing the brand building would require Integrity uh sorry Emily I'm sorry being I'm being trying for jokes here but let's talk about the data Let's Get Serious you mentioned looking

at the metrics what metrics are you looking at and and how are you getting those metrics yeah so we get our metrics directly from the consoles and we have kind of I guess accounts connected to them and they're pulling data constantly so that's only pulling data from the stores they're building data from the game they're pulling data from attribution also everything everything oh yeah so we have like integration as well and some of our clients are doing integration so we can actually pull it directly from the game but if you're using after week kind of just as a signed up user you don't have integration then it's coming from the store yeah um yep so we're constantly pulling and modeling that data um and yeah so the metrics that we would look at typically depends on what we're actually trying to measure um so things for example like reviews and ratings we can look at like sentiment analysis we can look at you know positive reviews negative reviews um kind of the main keywords that are coming up in those reviews as well it's still my Beating Heart she said

sentiment analysis yeah we love a sentiment analysis yeah um also then like we look at keywords so we um for example if we do a keyword update we'll look at ranking how that's changed how ranking on certain keywords has changed uh keyword volume as well how many people are actually searching for that you know there's a ton of metrics and it really does depend on what you're actually trying to find out yes which is why I say if you're doing a so you need to focus because otherwise especially if it's one person you're going to have like so much work to do and you know but but this is what we should be getting every game Studio should be starting out saying what does success look like if you don't know what success looks like you can't put a number to it if you can't put a number to it you can't work out if you're getting there yeah at the end of the day and I own to a guy's point for me it's about rate of change you know am I am I by making this change is it having the effect that's taking me in the direction that I'm aiming for

if I'm if I'm looking at today's snapshot it's not the same as if I'm looking at what's the rate over the last six weeks days months years whatever sorry for you what data are you interested in as a kind of publishing kind of mindset well I think everything that was mentioned is is very relevant uh Russian rates click-through rates I would especially I would focus on Sudden drops and increases and then go through a checklist okay what happened whether there are any changes bugs updates to this uh to the stores maybe an algorithm change who knows so I would go through the checklist and then focus on those but of course if you if you can monitor um like whatever you're working on is it if it's the keywords then I would I would check the volumes the the rankings and so on and so on but even like a security update might prevent a bunch of people finding the game it it happens

you know um I mean with it taking it a bit further though so when you're working with the developer how much are you dependent on them actually making sure that you're getting that data are they very proactive are they responsive are they aware that they should be feeling kind of data to be able to get that performance is that something that makes sense I feel it depends on the developers some are more more knowledgeable than others but of course I mean it's a it's a constant conversation we as a publisher also have tools that sometimes they don't have access to um such as intelligence sensory Tower and so then we can help them get the actual data and help them optimize the stores and sometimes they do it perfectly well themselves yeah exactly and I mean I think if there's any Trend or any kind of major thing that I've learned through you know 15 20 years of doing this in terms of like conferences it's the radical Improvement of people understanding how important data is but

I still find I'm spending a lot of time teaching developers how to set data up which is uh still a problem in the evening this day anyway let's move swiftly on um one of the things that I was thinking about is we've talked a lot um well I've heard a lot of people use the phrase mobile winter this week um that we are facing challenges on obviously some people face lock challenges last year particularly coming out of the pandemic things change but I think a lot of these changes also go back as far as Apple's changes rdfa all that kind of stuff we've got regulation we've got you know gdpr all sorts of other things in this post privacy well mid journey to privacy or whatever phrase We want to use to describe where we are right now how has that affected our decision making for this process for the App Store page optimization guy what do you think right so I personally wouldn't use the phrase mobile winter right

um but it seems that we've been like on the peak of a few different things happening almost at the same time it's hard to differentiate like the impact of a singular event stuff like you know I I oppose deprecation of idfa and then the regulations the gdpr and additional regulations by the way I think that just this week uh it was I think the French Authority that decided that even if you uh uh you know use the idfv which is a similar idea identification for vendor but you didn't ask for a user permission to track it it's still considered a breach of privacy yeah and that means that the whole I would say recent two years Acquisitions of companies to create your own internal data sale Silo that would be able to use the same idfv when kaput right yeah at least in Europe and that's

a big problem but but other than that we you're like you know we're in a post pandemic period we don't know if we saw an amazing Spike right in user spend and user retention in games when the pandemic started because people had nowhere else to go so some of that is obviously people coming out of pandemic and we don't know which is which what I think is relevant for companies like any developer and publisher right now is to try to understand how the market is Shifting and what they can do to best accommodate for these shifts okay you never know which way it's going to blow especially when it comes to regulation so you need to be very very careful with the way you approach things right now yeah and I think you know we could we could throw in things like the cost of living what's going on in the Ukraine and all that kind of stuff is all affecting the landscape but we can't picture which bits are but it just means that we've got a we are where we are and we have to find the best things that work now

Emily what work for yourself are you having any kind of thoughts on this I mean are you a fan of the mobile winter or you think that's the wrong language too or do you have a another way of looking at this kind of um privacy focused mindset or other issues that deal with you know affect your job yeah I mean I won't lie it's difficult um so it's obviously a lot more difficult to track because because of all of the Privacy stuff coming in and listen it's I suppose in a way it's good it's coming in because it's protecting consumers it's protecting me as an iPhone user Happy Days you know but as an ASO expert it does make my job a bit harder but that being said there's ways we can adapt around it you know it's not the end of the world that we're getting some legislation that we can't track as in-depth as we'd like to you know and there's certain things you can do like for example custom product pages uh that's one way that you can do tracking another one you can do um what's the word ASA album search ads to

make sure that you are bringing that traffic in so there's quite a lot of things that you can I'm also because of you that actually average behaviors are more interesting than individual behaviors because individual behaviors can be completely whack whereas you know a there is a there is a problem with averages which I won't bore you with the maths of but um you know if you are looking at averages at least you can get predictable more readily so I don't think the Privacy itself is inherently problematic does that make sense to you no that makes perfect sense I mean most of all unless you want to do a really really in-depth analysis which most of us don't have the resources for um you want to do something kind of general and see how the public is generally behaving so yeah that makes perfect sense to look at it from a more Broad View yeah there's one point which I think is interesting about it which is where I think that you know these privacy changes they're not that good as they're supposed to be and that's basically just

the attribution funnel right on average yes I don't want I don't care about individual users or at least on a personal level but they do want when I work with you know different user acquisition campaigns and different YouTubers or streamers and I want to see how effective their performance was I need to know which players came through them anything they track that I can't pay them and if I can pay them or pay them appropriately and I can understand which ones are working better and these ones I would ideally pay more I would collaborate with them more and that also means at the same time that in order to you know uh basically you you're losing money somewhere for this like missing information and that means that on the other side they need to display more ads and less relevant ads so the whole user experience just detrimental yeah and I have to say I come from you know from a different country where we do have some

regulation around you know cookies but it's not as strict as it is in the UK and then again jumping to a different country suddenly you have a different IP so all of these things pop up and the first few days here have been a nightmare browsing the internet on a mobile device it's horrible just on the cookie side and I think it's the same issue with with ads if you can't attribute ads to the resources you can provide a good user experience and that degrades the whole experience I completely agree when you look at Apple I think the last time I read stats it was something like 20 of non-games users opted in 30 of games users opted in I know that's still the case somebody might correct me on that um and that means there's a massive chunk of data that doesn't just affect our understanding of Apple users it affects our understanding of everybody because there's a massive hole in the data so we don't know how statistically significant any behaviors by anybody else's because most of the data we don't have um so I'm with you entirely

for yourself I mean in terms of you know do we have the same restrictions in the in the the main region I mean are you seeing the same level of impact um you know what are the consequences for you in fact one and we all know it's difficult but unfortunately that's I mean the things have improved a bit over time because when when idfa happens I mean everyone was I mean was chaos no one knew how to work with it so with the current new updates there is there is some improvement um but I mean all of the regions are impacted and that's why I think ASO makes the more sense because it's you don't I mean you can pay for it obviously and get some help but you can do it yourself um and you can do it on your own terms how often you want how regularly and if you can increase the conversion rates by I don't know 15 30 this can already make

a huge difference for the amount of insults you're getting so I think that's uh no I I think it's faster kind of low hanging fruits that you can well sticking with you because let's talk about the next thing how much Clarity do you think we have on the way the app stores are operating the algorithms themselves I mean it seems very obfuscated to most people but do you think there's enough known information about what we can tweak and not tweak to be effective well I don't think we have too many insights on the algorithms honestly um that was a trick question I'm sorry I'm I'm so mean you should you shouldn't let me do this yeah yeah of course you can you can see the changes like if you look at the data and you can see some again drops or increases um but I mean the stores do not share their secrets so that's another thing you have to take into account and and work find workarounds around that I mean you can guess a certain number of characters or words at the front of the

um store will have a disproportionate impact compared to others but that does seem to change and you know it depends on the is it is it a February or is it a you know are the dubs flying I'm not entirely sure it's that extreme but it does seem to be a very variable Factor when guy from Europe and be obviously you're looking at there are so many different places where our lives are affected by algorithms obviously we're talking about here going from finding that user in the first place to getting them to the store the store then propagating that that game or or finding that player the content they're interested in showing them that and then acting do you think there's any good ways to get insight on how those algorithms work um so it's interesting because it partially algorithms and it's partially like curated decisions right so again when human beings are involved you can never know you can never tell um there are some things that that are

surfaced like really quickly just to give you like one recent examples we added in one of our games a new game mode called free for all right which is basically everyone fights against everyone um another term is death much but we didn't want to use that much because it's not to death it's robots right it's like something else and then we uploaded the in-app event to the App Store and it was rejected and why was it rejected because Apple decided that anything that relates as a policy to a um promoting like sales and discounts and everything he's not allowed to be surfaced as an in-app event as a regular enough events you can put it under a special like promotion enough events there are the rules and you need to understand them so it's policies some you know human policies and then it's an algorithm that scans your data and says oh wait you use the word free and the word free means that you're referring to some kind of

pricing so you're automatically rejecting you from the store and and obviously free for all is the game mode it's not you know even remotely managing but that the mail you get you get it from someone at the store but obviously they didn't really review it it's automated so you need to understand what parts of these things are automated what where is the human factor going in if you can even appeal these kind of things sometimes you can sometimes you can't but eventually it's like it's their territory it's their turf um the algorithm is the black box you can try to you know study it but eventually play by their rules that's their house their rules that's the way it goes isn't it so how many have you seen any anything like that is there any kind of like um algorithmic techniques that you've seen or is is it like you know we're hearing it down to the uh the luck and improvisation um well I'm actually really lazy uh I work at half tweak and we have a tool that tells us when there is an algorithm change and it's actually free like it's

on our website so if like you want to put in a certain date and see a certain country if there is an algorithm change like it's free it's on Google so work away um but that is really really handy because sometimes you know I do keyword audits for a lot of clients and randomly it will just tank for no reason and you kind of go what's going on here and next thing yeah algorithm change so uh yeah I'm lazy but uh but that makes it and actually that leads into the next question I'm not going to ask you this I mean obviously you use that tweak as a tool but are there other tools that you're aware of that you use that augment what you're doing in terms of that process I mean this sounds a bit salesy but not really because most of us aren't after week so I don't really need to um but we will pay attention to like Google and apple announcements you know just to know what's coming up and to know what's expected what about I mean obviously word frequency type stuff um the things you know that who's currently using those words is

that something you're getting from your tool or is that something that you'd look elsewhere for or you just don't worry too much about it to my knowledge we actually pulled off from the console so we have accounts that are searching those like all the time and we scrape that data and that's what that's what you use that they describe yeah we have a very big data I can imagine you have a huge space for that um so unless you're from your point of view what tools I mean obviously we've heard about actually they're our sponsor so it's all good for you what other tools do you think we're thinking about um well I mean definitely using App tweak I'm sure has benefits we we personally use another tool which I mean you have different ones obviously um but when it comes to some additional not sure if these are Advanced but the techniques that I would focus on if you have the team and more time is is custom product pages I think this is a very useful tool and also as previously was mentioned on one of them by one of the

speakers using ASA to to boost your keywords but also another one which I think is super important and the very handy is the the Google experiments it's a bit problematic if you don't have any volume coming in and no insoles because you will not get the data but it's a free tool um and if you can do regular icon tests or screenshot tests it's I think super important because it just may improve your story and I think that's the trick isn't it there's a lot you can do once you've got enough volume it's a little bit more tricky to do when you're starting out and you're just trying to work out I mean I I spend a lot of time trying to make sure that when we're doing we do a lot of stuff in Early Access because is a really simple way to make sure I can push an ad to a game to get installed to do tests to see if the performance is there see what the retention is like we do a lot of that stuff but it's only when we've got the game to enough scale so launchable we can actually start playing around with

the proper a b type processes which is at the end of the day what we need to do because we're trying to create the most delightful experience for the player I would argue guy for you what's the uh what's your kind of main thinking in terms of tools or techniques that you guys look at right so a few of my colleagues at the company are using apt week sensor tarot data using the whole thing I haven't heard that before the thing is that they're using it for different reasons different purposes right we have a research team that does competitive intelligence we do M A so we want to look for the new games that suddenly Spike and become more interesting for us right but for me because I personally manage the platform relations the Partnerships with Google apples Google Apple in the others it's mostly the platform side tools more than that I'm they know me well enough right now that because we have you know eight different teams around the world making games they know that if they have any program on Early Access they talk to me

and I find the right Studio to work with them on that and you know utilize it before it's available for the rest of the public that's how we onboarded Google live up cards for example so early we've been working with apple since day one uh when they launched their version of in-app events we we push them to do that we told them hey this is the stuff we want to see this is the stuff that your competitor without naming names is not doing and would love you to do so I'm probably not the only one doing it but eventually it turned up there so I'm happy for it but for me it's mostly the platforms make sense entirely cool so I'm going to move on to the sort of last question as we kind of go into the last five minutes um what's the one thing that any developer in this room should do what is that one thing if they did nothing else will give them the best chance of success Focus pick one test it see if you like it if

it's not producing the results move on don't be wasting your resources but yeah Focus so I'm gonna I'm gonna dig down a little bit further when you're saying Focus how are you defining that so I'm thinking My Success criteria for my studio is X one of the kpis is why therefore my focus for after optimization is to deliver that kpi is that what you mean yeah exactly so you need to have a realistic goal with ASL you can't be you know going from absolutely nothing to being number one in the games category and you know having all of these downloads it needs to be realistic maybe your goal is visibility maybe your goal is to increase downloads by one or two percent depending on the size of your game so I would really recommend focusing on a goal and then adjusting your ASL strategy to that goal so with that in mind I'm going to point to you in the audience how many of you have defined your ASO strategy goals anyone oh we got some hands up I wasn't

I I'm so glad I wasn't expecting to actually get but I mean that says it all doesn't it you know I mean if there's one thing go do it go spend some time thinking about what is your company goal and what does success look like because if you haven't got that number how are you going to be successful how do you know when you've been successful sorry anyway I'd seen some proposals for ESO not from us but from competitors and it was I think an eight-week plan and it had creatives a b testing icon testing you know and what is keyword optimizations ASA all of this stuff all to do within eight weeks which is way too much you're going to spend so much money on that and you're not actually going to be able to say like oh this is where it went well and this is where it didn't go so well you're just going to have to keep spending that money because something there is going right but you don't exactly know what so that's the most important things to focus yeah Focus sounds good relationship from your point of view what's your one thing that you think

everybody should do apart from Focus well I mean I I think it's a starts with the product so have a good product I think this is a very obvious one so and the hard thing to do but once I mean if you don't have a good product then nothing you will do on the app store Page will help that much obviously um so I would say start with that and then definitely know your product because if you know your product to your audience you also know how to approach the ASO and what kind of strategy to have there and so it's basically you're saying you've got to have a game that people want to play yeah for yeah and then you're trying to help them find the thing that they want to play already yeah yeah I mean the it's a play then you can't do much with it yeah exactly exactly so guy what about from your point of view what's that one thing apart from having a great game having some Focus right so I think it's easy because I just gave the whole talk about

enough events and promotional content so but I think it's important because it's like you know the first thing I would tell you is have a store Page right have some kind of assets before before you were a b testing something show up right yeah so you obviously have a store Page I assume you obviously have at least one screenshot from your game there you have some text you can a B test that you can do custom product pages you can go and try different Regional territories to see how well you know you optimize for that region but if you're not already doing you know in-app events or promotional content it's like you're missing on some free traffic for your game so first do this and this and that and after you have everything you know ticked that's when you should start a b testing everything but don't miss out on the easy things to do yeah get that low hanging through exactly and done before you play with it because if you haven't got a bass line how do you know what success looks like again exactly optimizing is the next step optimizing requires something to optimize I do so I mean I'm going to Chuck in some old school marketing

um there's a one of the earliest things I was um told and drummed into me uh was Ada awareness interest desire action and all of my planning of how I get someone to the App Store how I make sure that when they're reading the App Store um page where they see the video the trailer on the App Store where they see the screen grabs all of those messages have to take you from awareness to interest to desire and have a call to action and if there's one thing I always see missing from App Stores is a reason to install the game and honestly if I just saw a few more people putting a reason for the player to go and play that game now I think a lot more of us will be successful and then we optimize it and then we focus on what the kpis are and of course if we've done that right we've already got again people who want to play and on that note I am going to say thank you very much to my panel thank you thank you thank you very much

for listening I'm gonna I'm happy to take questions if you want but we had like 20 seconds left so I didn't want to assume is there a question any questions for the panel while they're here I'm known for being late but I'm on schedule today thank you very much folks perfect [Music] [Applause]