How a classic party game boost installs by 7%

Key Takeaways

• Refocused screenshots on the game’s core driver: social interaction

• By highlighting conversation-driven gameplay and improving clarity, the game increased conversion rate by +7.11%

• The same concept translated well across locales, driving additional uplifts internationally

The Challenge

While the game had a strong social core, the screenshot set wasn’t reflecting what players actually enjoyed most.

A deeper teardown revealed key issues:

• The social aspect — the main reason users play — wasn’t being communicated
• Headlines weren’t readable at thumbnail size
• Visuals felt outdated and too similar to competitors

This created a disconnect between what users were looking for (social interaction) and what the store listing showed — leading to missed conversion opportunities.

Solution

Highlight the social hook upfront

Screens were restructured to show how the game sparks conversations and debates — directly aligning with player motivation.

Rewrite headlines as storytelling prompts

Headlines were reframed to emphasize interaction (e.g. “start the debate”), making the experience feel participatory rather than passive.

Refresh visual language

The visual style was redesigned to feel more modern and distinct, with added elements that reinforce the social context of each screen.

Improve readability at a glance

Text was optimized for quick scanning, ensuring clarity even at thumbnail size.

Results

After a 31-day A/B test on the App Store, the redesigned set achieved +7.11% conversion rate improvement

Localized Impact

The same concept, when translated, continued to perform across multiple markets:

• French: +1.7% uplift
  
  
• German: +13.3% uplift
  
  
• Italian: +5.6% uplift
  
  

This shows the core idea resonated beyond the primary audience.

Key Learnings

Lead with motivation, not just features

Users respond more when screenshots reflect why they play — not just what the game does.

Scannability is non-negotiable

Unreadable headlines = lost attention.

Perceived quality builds trust

Modern, polished visuals help the game stand out and feel worth trying.

Winning concepts can scale

Strong messaging often translates well across different locales.

Next Steps

Winning set rolled out as the default listing and used as the foundation for localized screenshot sets.

Summary

Speaking to benefits that drives users to play is crucial to get similar potential viewers to download the game