While Pokemon GO may be the Pokemon app that took the world by storm, The Pokemon Company has released other apps and mobile games. One such game is Magikarp Jump, a light game where players raise up a weak little fish Pokemon to jump high into the sky. In this week’s App Store Spotlight, we reel in Magikarp Jump and see if its App Store Optimization is super effective or a flop. Continue reading
Whenever anyone talks about apps that were massively successful from the launch, or apps that brought augmented reality into the mainstream, it’s safe to assume that Pokémon GO will be mentioned. Niantic’s killer app was an immediate success, bringing Pokémon into the real world with augmented reality, but even though the app is a household name, is it properly optimized for the app stores?
It has been a wild ride for Pokémon GO. The hit augmented reality game took the world by storm when it launched in July 2016, and it had become the fastest app to reach $600 million in revenue by mid October. But lately, the Top Charts page paints a picture of steep decline for the game. It is clear that Niantic will need to adjust its long-term strategy if it wants to retain legacy users while drawing in new players.
Pokémon GO launched at number one on both the Top Free Downloads chart and the Top Grossing chart. It enjoyed a healthy few months at the top of the latter, where it reigned over the likes of Clash Royale and Game of War. Through a combination of heavy social media presence and nostalgia, Pokémon GO was able to achieve one of the strongest mobile launches of all time.
Ultimately, though, the game was doomed to drop. Unlike many top-grossing apps, Pokémon GO did not utilize many common ASO standards, and failed to branch out into relevant feature-based terms. Instead, the app relied on brand name to cement its top spot.
While Pokémon GO is certainly a top ranking app and still sits on both the Top Free Downloads and Top Grossing charts, it has shown an inability to maintain the consistent top placement that apps from Supercell and other mobile titans seem to keep up so consistently.
Part of this is undeniably thanks to the game’s update structure. While games like Clash of Clans have a robust endgame that pushes users into unpredictable encounters with one another, Pokémon GO utilizes a shallow Gym system that doesn’t have a lot of room for upward mobility or meaningful high level play. The post-launch updates have been similarly anemic, with only a few new Pokémon coming to the game since launch and no significant new features to speak of.
But there’s more to the story than just a lack of meaningful endgame content. Poor discoverability has also hurt Pokémon, and the app has dropped nearly 70 spaces on the Top Free Downloads chart as a result. Users just aren’t discovering or returning to Pokémon GO in numbers like Temple Run, Toy Blast and other big-name mobile titles. A proper optimization would help the game court new and returning players by placing it in a far greater array of relevant App Store search results.
For evidence of Pokémon GO’s lack of optimization, look no further than its most recent update. A handful of new collectable Pokémon were added, and Apple even ran a feature for the game. Use of the game quickly returned to its lower numbers, though, and the app currently sits at rank 69 on the Top Free Downloads chart and rank 9 on the Top Grossing chart. That’s frankly not great for a top-selling game just after a major update.
Part of this issue may stem from conversion as well. Pokémon GO’s App Store listing has yet to update any of its screenshots to reflect the new features added since launch. Even if returning players do manage to find the app again in Search, their interest won’t be piqued because the creative has not evolved alongside the app itself.
Pokémon GO may have been a major hit, but its reliance on branding over ASO has caused the app to suffer in the mid term. This trend will only continue in the long run, unless Niantic begin to utilize common ASO practices to increase discoverability and conversion.
Pokémon Go – It seems like all anyone can talk about lately. And why not? It became the top grossing app in the US within 13 hours, raising Nintendo’s market value by $9 billion in five days. 21 million users play the game daily. Between four and five million more download it each day. And with well over $1 million daily setting the app above competitors like Candy Crush and Clash of Clans, it seems like The Pokémon Company and Niantic are on top of the world.
It might come as a shock, then, that Pokémon Go is in desperate need of ASO.
Beneath the sheen of the Pokémon brand, surprisingly little has been done to market Pokémon Go to mobile users. And while brand recognition and online chatter have contributed significantly to make the app number one on the charts, those factors can only take a game so far. As of now, when the social media masses move on to the next big craze, Pokémon Go won’t have a leg to stand on.
Let’s start with the app’s most crippling weakness – its keyword rankings. As expected, Pokémon Go ranks for multiple Pokémon-related terms, such as “pokémon games free” and “pokémon RPG”.
However, many of these rankings fall well below what you might expect. For instance, as of this writing the app is only rank 8 for “pokémon games free” and a whopping rank 600 for “pokémon RPG”, a shocking figure given that Pokémon Go is, for all intents and purposes, the biggest Pokémon role-playing game of all time.
The rankings only get worse from there. A series of surprising oversights means that users who may connect with Pokémon Go will likely never find it through search. For example, the app does not rank at all for Nintendo, a brand closely associated with the Pokémon legacy. Similarly, the app doesn’t register for its world-famous mascot, Pikachu. Nor does it rank for other famous creatures like Mew, Mewtwo, Squirtle, Charmander or Bulbasaur.
Even generic phrases are missing from Pokémon Go’s keyword rankings. Core words and phrases that are extremely relevant and could help the app grow by leaps and bounds are outright missing, such as:
The list goes on and on. Just take a look at the snippet of Pokémon Go’s ranking report below.
As you can see, the app ranks well for some generic terms like “mobile games”, but lacks rankings for crucial relevant terms that could help more users find the app organically. Just look at how mixed the app’s ratings for Pokémon-related terms are, with most Pokémon rankings falling in the high hundreds or worse.
It’s not just the app’s metadata that’s suffering, either; Pokémon Go’s store page is surprisingly lacking, too.
For starters, the app is completely lacking a preview video. Thousands of users have taken to the Reviews section to complain about a lack of clarity in Pokémon’s features, and the absence of a preview video only compounds confusion around the game’s feature set.
Without a preview video, the task of convincing a user falls to the app’s screenshots. The first screenshot is simply a digital Charmander standing against a barren street corner. There are no feature callouts, no explanatory text to guide users, just a barren and boring image.
The same can be said for each of the following screenshots. Each image is simply a capture from the game, with little to nothing to offer context to the user about what they are seeing. There’s even a low battery shown atop several of the screenshots, highlighting a common complaint from users that the app drains battery too quickly. Next to the battery percentage a charging symbol can be seen, giving the impression that the developers were rushed in creating the screenshots and didn’t have the time to take captures at full battery or edit the images before they were uploaded.
With the massive success of Pokémon Go, it can be easy to overlook just how many ASO best practices the app completely ignores. While the brand’s worldwide recognition has already been enough to launch the app to massive success, once the fires die down on social media, Niantic and The Pokémon Company will need to make sweeping changes to their App Store presence in order to keep their spot at the top.