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Mobile Game Store Asset Optimization Trends 2021

Strategic store asset optimization is a critical driver for increasing conversion rates and reducing user acquisition costs in the mobile gaming industry.

• 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.