Global Assault is a free-to-play, 3D strategy RPG developed and produced by Kongregate that was released in November 2014. Kongregate decided to use Store Listing Experiments to see if different artwork could impact their installs. They found that icons illustrating dynamic game play drove more installs from the store listing page than their existing icon.
What they did
Kongregate used a global store listing experiment in the Google Play Console to test three new icons. From previous internal tests, they believed that their existing icon, the control, would perform best in terms of installs.
The results showed that one new icon, the ‘Chopper’ variant, outperformed the control group by 92 percent in terms of installs. Based on these findings, Kongregate changed Global Assault’s icon on Google Play to the ‘Chopper’ image.
Jeff Gurian, Senior Marketing Director at Kongregate commented that “as a publisher we are responsible for handling the marketing spend of our developers. If we can improve conversion rates through art or graphics by even 0.5% it is extremely valuable to us — and the Store Listing Experiment tool gives us the data we need to make those decisions.”