An App Store Video can show users what makes an app useful or a mobile game fun. Good videos can improve conversions with engaging footage, music and descriptive text. For today’s App Store Spotlight, we look at Scrabble Go and see how its videos on the Apple App Store and Google Play Store can accomplish this.
App Store Video
On the Apple App Store, Scrabble Go uses an App Store Video that highlights the main features of the game, such as the multiplayer aspect, ranking boards and variety of tiles. The video includes large text that describes the features being shown on screen and is backed up by a cheery musical number.
The App Store Video uses entirely in-app footage, as is required for the Apple App Store. By quickly cutting from one shot to another, it maintains a fast pace designed to keep users engaged. While the video frequently focuses on the main Scrabble game, it also shows a variety of tiles to further showcase its customization options.
Google Play Store Video
Scrabble Go uses a significantly different video on Google Play. While the Apple App Store Video uses in-game footage only, Google Play allows a greater range of footage. As a result, the Google Play video for Scrabble Go shows footage of users playing with friends and relaxing while enjoying the game. The screen is split between the video footage and gameplay, while text that calls out the game and its features connects the two.
While the Apple App Store Video is in portrait mode, the Google Play video is shot in landscape. Google Play Promo Videos come from a YouTube URL, so displaying them in landscape mode is required. Oftentimes apps played in portrait mode will work with this by adding additional graphics and information to the sides of the screen while keeping the game centered, or by dividing the screen between footage like Scrabble Go’s video does.
While the App Store Video uses a catchy but lyric-free song, the Google Play video is set to the tune of “HandClap” by Fitz and the Tantrums. This creates a different tone than the Apple App Store video; it’s less “relaxed” and more “exciting.” The Google Play video focuses on the social aspects of the game, such as multiplayer matches and enjoying with friends.
It’s common for app developers to create different videos for the Apple App Store and Google Play Store, due to the different requirements. Apple has more restrictions on the video length and content, whereas Google Play allows for a greater variety of video footage. In spite of that, it’s still important to test videos to ensure they are drawing the optimal amount of conversions on their respective stores.
Competing App Store Videos
We can see similar video styles used in competing apps on both the App Store and Play Store. On the Apple App Store, Words With Friends 2 also uses a video that highlights multiple aspects such as multiplayer modes, leaderboards and gameplay. This video includes similarly cheery music and text designed to call out core features.
Wordster, a competing Scrabble-style mobile game on the Google Play Store, uses a very different kind of video. It’s more slow-paced, showing the game in play while simple text appears on the screen. The video itself is in landscape mode, as is required for Google Play videos, but the app is still in portrait-mode. This leaves a good portion of the screen empty and black, compared to Scrabble Go’s usage of the entire screen.
Scrabble Go has created App Store Videos for the Apple App Store and Google Play Store that demonstrate the mobile game in a number of ways. They focus on showcasing the features to convert users, whether as a fun and relaxing game or an energetic social game. This stands as a good example of how videos for each store can be very different while still accomplishing the same goal.
App Store Videos are useful creatives for driving conversions, as they can demonstrate the app or mobile game in action. The video should test various elements, such as the tone it sets, the features it highlights, how its positioned and so on. This can help ensure it’s effective on each store. When done properly, a video is a valuable asset for App Store Optimization.
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