For many developers the most important question besides there’s life after death is the following: How can I make more players find my game? If you are a mobile game developer a significant part of your strategy to improve your game’s visibility should be ASO. But what is ASO? ASO or App Store Optimization is the process of improving an app’s visibility by optimizing elements like the app title, keywords, description, and visuals (e.g., icons and screenshots) to attract more users and increase downloads. However, there’s one important factor that can make your ASO strategy even more effective, especially for foreign markets: localization. In this blog, we’ll dive into the role of localization in ASO, why it matters for mobile games, and how a well-localized ASO strategy can drive success in the highly competitive gaming landscape.
What Is ASO and Why Does It Matter?
ASO is the process of optimizing mobile apps to rank higher in an app store’s search results. The higher your game ranks, the more likely potential players are to discover it. You would think that ASO it’s just about stuffing the description with the selected keywords, but kind of like with SEO, that strategy won’t get you very far. A good ASO strategy includes components such as keyword optimization, user ratings, reviews and visual elements like screenshots etc. The primary goal is to drive organic downloads by improving an app’s discoverability.
How App Stores Work
To understand the role of localization in ASO, it’s crucial to know how app stores operate. Both Apple’s App Store and Google Play use algorithms to rank apps based on a variety of factors including:
Keyword Relevance: The first step to determine the user’s intent and match it with relevant results.
Game/App Title, Subtitles, Description: From these different fields the algorithm detects keywords and ensures they appear in relevant search queries.
User Reviews and Ratings: Higher ratings and positive feedback contribute to higher rankings.
Downloads: The number of downloads also plays a part in boosting an app’s visibility
Images & Videos: Screenshots, videos, and icons that help convert store visitors into users.
That seems pretty easy, and it kind of is, in principle at least. The problem is that app stores cater to a worldwide audience, each with its own language, search behavior, preferences etc. This is where the role of localization in ASO really comes into play.
The Role of Localization in ASO
The role of localization in ASO is to adapt your game’s information, description and app store presence to match the linguistic and behavioral differences of each of the markets you are targeting. Why is this so important? Because without localization, your ASO efforts could be missing out on huge potential user bases around the world.
Here’s why it matters
Language Barriers
Users are far more likely to download an app that communicates in their language. According to studies, up to 90% of app users prefer to browse in their native language. As a result, the majority of players will search in their own language, so simply put, if your app listing is only in English, you’re limiting your reach to English-speaking regions. Localization helps break down these language barriers.
Search Behavior
Localization plays a pivotal role in adapting keywords to how people search in different regions. For instance, specific gaming terminologies might be different across countries, or the way people search for games or describe genres can differ. A keyword that works well in one particular market might not have the same impact in others. Localizing keywords based on regional search behavior is key to optimizing for global ASO.
The Impact of Localization on Your ASO Strategy
When it comes to mobile games, the combination of ASO and localization can be a game-changer. Localization allows you to maximize your app’s reach by ensuring your ASO efforts are tailored for each target market. Simply put, a one-size-fits-all ASO approach won’t work when you’re aiming for global success. Here’s the impact of localization on your ASO strategy.
Boosts Organic Discoverability
Localizing keywords and descriptions for different regions increases your chances of being found in local searches. When users search in their native language and your game appears in their results, it’s more likely it will drive organic downloads.
Improves Conversion Rates
Once a user finds your game, localized descriptions, videos, and screenshots help convince them that this game is relevant to them. If a user sees content that aligns with their language and preferences, they are more likely to download and install your game.
Higher Rankings in Local App Stores
Localizing your game’s info can boost your rankings in non-English speaking countries. Do you think English speaking players will search games in the exact same way that Japanese players do? Of course not, so by localizing your ASO strategy and localizing your game’s info for those regions, your game will have a better chance of appearing in the top results.
Long-Term Player Engagement
Localization plays a crucial role in player retention. When users feel the game experience is tailored to them—not just in language but in design and gameplay—they are more likely to stick around, leave positive reviews, and recommend the game to others.
Conclusion
By now, the role of localization in ASO should be pretty clear. Localization should be a fundamental part of any successful ASO strategy for mobile games. If you are looking to expand in different markets, focusing on optimizing your game’s info both for the algorithm and users should be in your list of priorities. With the right localization strategy, you’ll increase your chances of ranking higher, driving organic downloads, and, ultimately, achieving long-term success in the global mobile gaming market.