How a dormant game grew installs by 27%

Key Takeaways

• Simplified screenshot flow + clearer storytelling to surface core value faster

• By aligning visuals with player motivation (relaxation), the game increased retained installs by +27.7% and first-time installers by +27.1%

The Challenge

The game was no longer in active development and risked a gradual decline in installs.

While it still received traffic, the screenshot set wasn’t doing enough to convert visitors. A deeper teardown revealed a few key issues:

• Gameplay shots felt repetitive, with no clear focal point
• Screenshot flow was too long and followed a linear progression story
• Core features weren’t highlighted early
• Visual tone didn’t align with the main player motivation: relaxation and calming gameplay

These issues likely made visitors scroll past without engaging — a critical loss point in the install funnel.

Solution

Simplify the story flow

The sequence was restructured to communicate the core experience faster, reducing unnecessary steps and focusing on what matters most.

Highlight key gameplay moments

Screens were tightly cropped and zoomed into impactful moments to make the gameplay instantly recognizable.

Make headlines scannable

Short, high-contrast text was introduced to guide users through the experience without overwhelming them.

Align visual tone with motivation

The overall composition and framing were refined to feel clean and calming, matching the expectations of players seeking a relaxing experience.

Results

After a 28-day A/B test on Google Play, the redesigned set delivered +27.7% increase in retained installs

Key Learnings

Clarity beats complexity

Users engage faster when they immediately understand the gameplay.

Focus drives attention

Tighter crops and intentional framing outperform cluttered, unfocused visuals.

Match intent, not just features

Aligning visuals with player motivation (e.g. relaxation) increases relevance and engagement.

Next Steps

The winning set was used as base for localized listing.

Summary

A screenshot redesign isn’t just about new visuals — it’s about telling a story that converts curiosity into action.