Happy Labs increases installs by 32% on Google Play with store listing experiments

Happy Labs, founded in 2012, is a successful game developer in Southeast Asia with 13 game titles and over 30 million downloads. Its flagship free-to-play virtual sim game, Happy Pet Story, launched in February 2016 and is designed for female gamers of all ages.

Following the announcement of Store Listing Experiments in May, Happy Labs decided to test variations of their game icon and screenshots to optimize their store listing.

What they did

Happy Labs used the Store Listing Experiments feature in the Google Play Console to test three new variations of their new game icon. Encouraged by early results, they then optimized the game screenshots displayed in their store listing.


The results showed that the new icon, Sweet Bubbles without a frame, outperformed the initial Mojo icon and two other variants, with a 38.6% increase in installs:

Based on these findings, Happy Labs changed the Happy Pet Story icon to the new image globally on Google Play.

Following the positive icon testing results, Happy Labs ran global store listing experiments with a combination of screenshots from their store listing over a five week period. They then took their best performing screenshots from the experiments and tested them across three specific countries: Indonesia, Thailand, and Japan. The results showed an average increase of 19.87% in installs.

Migrating from the original images to the variants shown in the following figure increased organic installs in Thailand by 13.9%:

With the combination of both store listing experiments, Happy Pet Story saw an average increase of 32% in month-on-month organic daily downloads globally, as described by Jeffrey Chee, CEO of Happy Labs:

“Store listing experiments have been an invaluable tool for us in optimizing our Play store presence. I am really happy that we were able to get an uplift of 32% in organic installs with minimal investment in terms of resources.”

Get started

Learn how to run Store Listing Experiments and read our best practices for running successful experiments. For more best practices on growing your business with Google Play, get the Playbook for Developers app.