HashCube increases installs on Google Play by 88% using store listing experiments


HashCube is a free-to-play mobile game developer based out of Bangalore, India. It has over 6 million downloads of its games, and its flagship game, Sudoku Quest, has over 4 million installs.

HashCube is focused on optimizing its conversions and uses Google Play store listing experiments extensively to turn more organic visitors to its listing into installers.

What they did

HashCube used store listing experiments to test icon variants in two successive experiments for their game Sudoku Quest.


In the first experiment, HashCube tested out multiple variants of the game icon. This included an artistic icon with page folding effect, a simple icon with a Sudoku grid, and an icon with more text than numbers.

The results showed that the simple icon with a colorful Sudoku grid increased organic downloads by 42%. Encouraged by the results, HashCube carried out a series of icon experiments with more simpler icons. Their efforts were rewarded in a recent experiment where another icon also resulted in an increase in installs, with +15% downloads over the previous icon.

Through further iterations of their game icon, screenshots, featured banner and descriptions, HashCube were able to double their organic downloads in a year.

“Being in the classical games market, app store optimization is of utmost importance to us, as users will always discover our games using search. With Google Play store listing experiments, we have found an invaluable tool to avoid guesswork and make optimization decisions using hard numbers, which was never possible on any platform before.” - Gurinder Pal Singh, CMO.

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Learn how to run store listing experiments and read our best practices for running successful experiments.