Insights

• 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.

The figure is a detailed infographic from Sensor Tower, illustrating the evolution of King Leverages across various platforms and their impact on player retention. The infographic is divided into several sections, each providing specific insights: 1. Seasonal App Icon Changes for Golf Clash: This section shows a timeline from January 2019 to October 2021, highlighting the changes in seasonal app icons for the game "Golf Clash." The timeline includes images of the new and old icons, indicating how the game's visual identity has evolved over time. 2. How User Acquisition Relates to Store Assets: This section uses a flowchart to explain the relationship between user acquisition, store assets, and conversion rates. It includes a table with columns for impressions, clicks, app store page, installs, retention, and monetization. The flowchart shows the flow from impressions to clicks, then to installs, and finally to retention and monetization. 3. iOS 15: App Store Updates: This section provides a brief overview of the iOS 15 app store updates, mentioning that they have been rolled out to all users. 4. King Leverages Its Logo Across Portfolio to Attract Players: This section discusses how King Leverage's logo has been used across various platforms to attract players. It includes images of the logo in different contexts, such as candy crush and pet rescue. 5. Golf Clash by Playdemic ranked as the No. 1 Sports game in the U.S. on the App Store and Google Play between January and October 2021, generating more than $100 million from player spending: This section highlights the success of Golf Clash in terms of user engagement and revenue. 6. Playdemic regularly changes the app icon to match the season and important holidays, implementing 17 app icons updates since the title was launched in 2017: This section explains how Playdemic updates its app icon to reflect seasonal changes and holidays. 7.