Angry Birds Friends is a mature title with a massive brand but an under-optimized store presence on both app stores. Paid user acquisition was bringing traffic in, yet the listings were not converting it as hard as they should. The goal was to make the store presence strong enough that every UA dollar worked harder, then scale the wins into more markets.
We ran a disciplined four-month testing program across iOS and Google Play, built on a simple philosophy: convert better before spending more. Rather than chasing raw install volume, every experiment was designed to isolate exactly what drives conversion, prove it at full confidence, then roll the winners out across markets and listings.
Creative testing. A structured sequence of icon, banner, and hero-screenshot experiments that isolated exactly what drives conversion, ending with a proven nostalgia-led gameplay hero.
Metadata and keywords. Repeated metadata refreshes across iOS and Google Play to expand keyword coverage and search visibility on both stores.
Localization. Winning assets rolled out across 13 localized Google Play listings, plus a multi-market banner rollout to capture demand beyond English.
Custom store listings. A branded-keyword custom listing built to convert brand-search traffic harder than the standard page.
Rigorous testing turned guesswork into proof. Color and logo-led concepts were ruled out cleanly, and a nostalgia gameplay hero emerged as the decisive winner, lifting conversion 11.5% at 100% confidence and now running as the permanent default on both stores.
Keyword coverage roughly doubled, from 42 to 83 ranked keywords on iOS and 63 to 94 on Google Play. Search traffic grew about 72%, and the listings converted it at a higher rate, with gains holding even in event-free weeks. The English-language presence is now fully optimized, with the winning playbook ready to scale into Germany, France, Spain, and the Netherlands next.
