ASOdesk: the largest part of organic traffic falls on mobile races and arcades

In their latest study, the ASOdesk team decided to find out if there are patterns between the categories of games and where traffic comes from.

We have highlighted the main conclusions of the company:

percentage of organic and inorganic traffic in mobile gamesusers most often download games after viewing the tops and searching for them in the stores.

• Only 33.8% of the non-organic traffic remains%;
• nevertheless, more than 60% of users find tiles of the “casino” and “card games” categories through non—organic advertising and links from the web;
• the leaders in terms of search traffic are “quizzes”, “races”, “sports”, “arcades” and “educational games”. “Casual games” and “action games” are a little behind;
• most downloads collect traffic from features (tops and collections in mobile stores). It remains 39.5% of the total number of downloads. But there are not very many categories in which this type of traffic mainly works: “strategies”, “simulations”, “puzzles”, “adventures” and “role-playing games”;
• according to ASOdesk, developers, publishers and marketers need to take this data into account when building a promotion strategy. Puzzle authors should focus on optimizing applications and bringing them to the top, arcade publishers should direct resources to ASO, and casino game marketers should invest additional efforts in advertising;
• however, the company notes that before choosing a promotion strategy, it is also necessary to analyze competitors and the percentage of brand requests;
• for example, the “casino” and “card games” categories receive mostly paid traffic. This can mean two things: advertising works better or just a lot of money is invested in it by large publishers. Therefore, ASOdesk experts advise to pay attention to the behavior of competitors;
• analysts also emphasize that in search queries, players can search not for abstract “simulators”, but for the exact name of the title. This happens most often in the categories of “adventures”, “strategies”, “simulators”, much less often in “quizzes” and “casinos”. If the traffic for brand queries in the niche is more than 40%, it is also important to create a strong brand and pour money into the media, SMM, etc.

Also on the topic:

• 4 tips on monetization of mobile games in the international market from Audience Network FacebookAdjust: The best way to work with ads on iOS 14 is to get consent from the user to track data
• App Annie has launched a service with its own classification of mobile games
• Is there any news?