In one of the options, we took a well-known “yelling guy” icon concept that was popular amongst the competitors such as Clash of Clans, Game of War, and other similar games. Two of them show 2D and 3D versions of the battle tower from the game. We also had several ready-made icons with different concepts. We launched the test for all countries that were available at the soft launch. For example, if the conversion increased by 28%. We only took icons that showed an unambiguous result if Google gave the green zone. The icons were tested on the Android platform using Google internal experiments and were evaluated on the same basis. First, we launched the game in Canada, Australia, Indonesia, and the Philippines. launching the app in a limited number of countries, where the user behavior is similar to the target markets. Developers always start with a soft launch i.e. ![]() In order to choose the most effective icon that will help increase the conversion rate to install, we decided to conduct A/B testing. A/B testing of the app icons during the soft launch The goal of the game is to defend the castle from waves of enemies using a battle tower. Towerlands is between a casual and mid-core game type. This flagship appeared on the App Store and Google Play in 2020 and is often featured in various countries. ![]() ![]() Towerlands is a game about castle defense. Our team has been developing games for 9 years and more than 10 million users have already played our games. I manage the process of User Acquisition and ASO. My name is Konstantin Shabanov and I am Head of Marketing of the Black Bears team. I’ll share my insights and show you which icon options worked best and worst for Towerlands. In this article, I will tell you how to conduct A/B tests of the gaming app icon.
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