How to Use App Store Optimisation (ASO) to Rank Your Game in the UK Market

There are so many fish in the sea, and this is true for the games you have built. So, many games are developed and marketed daily, but what is the point when no one downloads and uses your game app?

This means all your efforts and hours invested in development, testing every level, designing cool graphics, and adding sound effects have all gone down the drain.

That is why launching your game isn’t enough, you also need to implement some ways to ensure your app gets discovered. One of the best ways to do that is to use App Store Optimisation (ASO) to generate organic traffic.

With the help of ASO, you can rank your game in the UK market with the right ASO strategies — and this blog is going to show you how to do it. We will explore the core components of ASO, ranking factors you should consider, and some actionable tips.

Understanding the UK Mobile Gaming Market

Before we get into how ASO helps rank your game in the UK market, you should also know what makes this market unique.

The UK is considered an active and profitable mobile gaming market because many users are always looking for new games that are also engaging and can be used easily.

Here are some reasons why the UK mobile gaming market is different.

🔘When the game is developed, and you put it on the App Store, you may initially plan to target the local market or audience. However, it is only natural for some to target the UK audience because many users in the UK want to try new games. That means your games need to shine at first glance, making ASO essential.

🔘UK games are a mix of casual games and experiences (like RPGs or simulators). Localising your app store listing to match these tastes is a smart move.

🔘UK English is different from US English. For instance, you write “favourite” in the UK and “favorite” in the US. These details are important in ASO, especially when you are choosing the keywords that can target your preferred audience.

🔘Use visuals, references, and holiday-themed updates that UK players find relatable. Think Premier League season, British slang, or local events.

What is App Store Optimisation (ASO)?

App Store Optimisation (ASO ) is the technique which many companies apply to enhance their app or game visibility and discoverability within various application stores like the Apple App Store and Google Play.

It involves optimising a set of elements that includes keywords, titles, descriptions, icons, video previews, screenshots and more.

ASO makes it possible for an app to be identified with higher rankings when users search using keywords related to the gaming app..

For example, users can search for games using the terms “best fighting games in UK” or “action games in UK” when they are searching for games related to fighting and action. With the help of ASO, your click-through rate can also be increased.

The number of downloads can also rise by making your app listing more appealing. ASO is your best strategy if you want to:

🔘Get discovered more easily

🔘Attract the right users

🔘Generate organic downloads

🔘Rank higher than your competitors

With research, regular updates, and an understanding of your target audience, you can perform better App Store Optimisation.

Core Components of ASO

We are going to learn about the core components or elements of an app’s listings in more detail. But first, we will give you a gist of these components because to rank your game in the app stores in the UK, you need to focus on the core elements of App Store Optimisation.

Here are the key components of ASO.

1. App Title & Subtitle

For this, businesses often use their brand’s name and a few keywords with high traffic. The title should be catchy and keyword-optimised.

2. Keywords (App Store)/ Description (Google Play)

On the Apple App Store, keywords go in a dedicated field. On Google Play, your description is like the keyword zone. Use tools like AppTweak or Mobile Action to research what your UK competitors are ranking for.

3. App Icon

The app icon is bold, simple, and on-brand, and the icon should be simple instead of adding too many elements to it, as it costs you downloads before someone even clicks on your app page.

4. Screenshots & App Preview Video

In this component of ASO, businesses show their gameplay, features, and story in a way that grabs attention. Some also include a 15-30 second preview video, especially on Google Play, which may be noticed in various apps. This is done to increase conversion rates.

5. Description

In ASO, descriptions are made engaging and keyword-rich. Its first line should be powerful enough so users can continue to read it. These descriptions include what the game is about and include a call to action to allow users to download the game if they are interested.

6. Ratings & Reviews

Before downloading the game, we also read reviews and look for ratings to ensure the game is good enough and can be trusted. That is why businesses always encourage happy players to leave a review and respond to their feedback to show they care.

7. App updates

Keep your game fresh. Regular updates improve your app’s ranking and show players that your game is actively maintained. New features, seasonal content, or bug fixes all count.

8. Localisation

In this component of ASO, app listing is optimised for the UK market. This includes using UK English, adding localised keywords, and utilising visuals that match their culture and expectations.

Keyword Optimisation Strategies to Rank Your Game

Many are using the keywords to rank their game, but are still not getting traffic and downloads. Do you know why? That is because they are not using the right keywords and optimising them.

Keyword optimisation is one of the essential components of app store optimisation (ASO). It is about doing proper keyword research and finding the right words and phrases your target audience uses to search for games like yours, especially in the UK.

How to get it right:

1. Start with Competitor Research

First, the most important step is to analyse your competitors. Check the keywords they are ranking for and the phrases they have used in their titles and descriptions.

Look at games in your genre with high downloads and strong ratings, then reverse-engineer their keyword strategy. Once you know what is working for them, you can improve your strategy to compete effectively.

2. Using Long-Tail Keywords

Keywords with high volume are often used by many of your competitors and are also difficult to rank for. That is why you need to find the most relevant keywords, and long-tail keywords are the key here.

Go for less competitive but still searched-for terms, “offline RPG game UK” or “free multiplayer racing game for kids.” They may have lower search volumes, but they can help generate more qualified traffic.

Recommended Reads: The 6 Fundamentals for Keyword Research

3. Placement Matters

Once you have a list of low-competition and most rankable keywords, use them naturally in your game title, subtitle, and both short and long descriptions. Don’t overstuff keywords because it will affect the readability, and you can also get penalised by the app stores.

4. Update Regularly

Keyword trends change. A keyword that worked a few months ago may not be as effective today. Use ASO tools to track your performance. Update your keywords whenever you roll out a major game update or notice a dip in installs.

Optimising Game Titles and Descriptions

Your game title and description are essential for attracting users and helping your app rank. Your title should include a primary keyword and should be catchy and clear.

For example, instead of only using the name "Dragon Arena," you can use a term like "Dragon Arena: Battle of Legends" to enhance clarity. The short description (on Google Play) or subtitle (on the App Store) should give users a reason to download the game while including a few secondary keywords.

Below are some tips that you can use to optimise your game title and description.

Game Title Tips:

🔘Keep it short and punchy, ideally under 30 characters.

🔘Include your main keyword, but make sure it still sounds natural.

Game Description Tips:

🔘Focus on the first 3 lines because this is all users see before clicking “Read More.”

🔘Use clear, simple language. Avoid fluff. Tell players what makes your game fun and different.

🔘Include keywords naturally, not in a spammy way.

🔘Add bullet points for features, and finish with a call to action like: “Join the fight today!”

Icon, Screenshots & Video Preview Optimisation

Well, it is true not to judge a book by its cover. However, for games, it is the opposite. People judge your game by its cover.

Your app icon, screenshots, and video previews are often what convince users to tap “Install” or keep scrolling. Your game’s icon is the first visual element users see.

It should grab your users' attention, so ensure it reflects your game’s theme. Avoid using too much text or small details that get lost on smaller screens.

Screenshots demonstrate gameplay, features, and immersive moments of the game. Your engaging gameplay moments are highlighted in the first few screenshots.

If possible, include a short video preview to give users a dynamic look at how the game works. Make sure your preview is exciting. It should include a quick intro, clear gameplay, and a smooth outro to increase the download numbers.

Managing Reviews and Ratings for Better Rankings

User ratings and reviews have a direct impact on your game’s ASO performance. A high average rating can help increase download rates.  They also build instant trust with new users.

Also, respond to user feedback regularly, especially negative reviews, instead of looking for how to get rid of negative reviews, to show you value user input and want to make improvements to provide them with a better gaming experience.

You should fix issues that your users raise in reviews and then update users about them to encourage re-ratings.

Tips for getting better reviews:

🔘Ask players for reviews after a positive moment, like beating a level or unlocking a new item.

🔘Use polite in-app prompts like “Enjoying the game? Tap here to leave a review!”

🔘Respond to all reviews, especially negative ones.

Pro Tip:

Don’t ask for a review the second someone opens the app. That can lead to bad ratings.

Localisation for the UK Market

The main benefit of ASO is that it makes your game more searchable and findable. However, this is where many developers drop the ball. Having an app in English does not mean it is localised for the UK.

For the UK market, localise your game by adapting tone, cultural references, currency, and idiomatic expressions to connect with your users.

Some of the tips you can implement for mobile app localisation are as follows:

🔘Use British English. Words like favourite, colour, organise (not favorite, color, organize).

🔘Add culturally relevant keywords. For example, “football”, not “soccer,” or references to slang used in the UK like “lad” or “brilliant.”

🔘Screenshots, previews, and descriptions should be localised based on the UK audience's visual preferences and cultural norms.

🔘Time updates around local events and holidays like Christmas, Halloween, the Premier League, etc.

If your app is localised, your audience will feel your game is more personal and trustworthy. This can help with higher game retention and engagement.

Tracking and Analytics

Do you know how it feels to shoot arrows in the dark? It is the same when you launch your ASO strategy but don’t keep track of it. Tracking ASO helps you know what is working and what is not to keep improving.

Here are the key App Store Optimisation (ASO) metrics you need to monitor.

🔘Impressions: How many users saw your app in search results?

🔘Click-Through Rate (CTR): How many clicks does your app get after seeing your game?

🔘Conversion Rate: How many people downloaded your app after visiting your store page?

🔘Retention Rate: Are users sticking around and playing regularly?

Use platforms like App Store Connect, Google Play Console, or third-party tools like App Radar or Adjust to keep checking the performance metrics regularly. Moreover, you should look for drop-offs.

If impressions are high but not your CTR, you may need to improve visuals or titles. If CTR is good, but downloads are weak, your description or rating may be turning users off.

Utilising External Marketing Channels

ASO doesn’t work in isolation. You also need to use external marketing channels to ensure your game ranks in the UK market. These channels help enhance your app’s organic ranking.

When more people search your game by name after seeing it on Instagram, YouTube, or a gaming blog, app stores take it as a sign that your app is gaining popularity and then bump you up the rankings.

Some of the marketing channels you can use include:

🔘Social media marketing (TikTok, Twitter, Instagram Reels)

🔘Influencer marketing (YouTubers or streamers reviewing or playing your game)

🔘Gaming communities (like Reddit’s r/gaming or Discord servers)

🔘Press and blogs (pitch your game to UK gaming websites or niche reviewers)

🔘Email marketing (to re-engage users or promote updates)

These ASO strategies can help generate buzz organically, drive a wave of installs, and increase your app’s visibility.

Monitoring and Adjusting Your ASO Strategy

Most of the market, including the UK gaming market, is dynamic and shifts radically. The reason for this shift is new trends, competitor strategies, and app store algorithm updates.

Review performance every month by setting a monthly ASO review checklist:

🔘Are impressions going up or down?

🔘Are you still ranking for your main keywords?

🔘Have your competitors changed their keywords?

🔘Did your new icon improve CTR?

🔘Has your download rate changed?

Schedule regular audits of your ASO strategy. Revisit your keywords, update your screenshots, refresh your descriptions, and keep an eye on user feedback.

Stay up to date on what your competition is up to—if they roll out a major update, you might need to respond with tweaks of your own. By staying proactive, you avoid losing ground and continue climbing the ranks.

What Are Advanced ASO Tactics for Mobile Games Growth?

When you have nailed and successfully implemented the basics of App Store Optimisation, you can use advanced ASO strategies. This will further help you increase installs, improve conversion rates, and keep your users engaged.

Here are the most effective advanced ASO tactics for growing your online game.

Custom Product Pages on iOS

With the launch of iOS 15, Apple introduced Custom Product Pages (CPPs), which allow app developers to create up to 35 different versions of an app listing. These listings can be customised to different audiences or ad campaigns.

If you are running multiple ad campaigns or targeting different UK regions or age groups, CPPs let you customise screenshots, preview videos, and promo text for each segment.

For example, you can show competitive gameplay to hardcore gamers and fun animations to casual players. Also, ensure your custom page matches your ad creative.

Custom Store Listings on Google Play

Google Play offers a similar feature called Custom Store Listings, which can be shown based on country, install status, or ad source.

You can create one version of your store listing for existing users (to re-engage them), another for new users, and yet another for specific UK regions like London or Manchester. This level of targeting can significantly impact your store's performance.

Leverage In-App Events & Promotional Content

Both Google and Apple now support in-app events or promotional content, which are shown directly in the app store and can improve your visibility on trending charts.

🔘App Store offers In-App Events, where you can feature time-limited challenges, updates, or tournaments on your listing and search results.

🔘Google Play uses LiveOps to do the same.

In-app events attract attention, but the best part is that they allow you to re-engage lapsed users and show the store algorithms that your game is active. Plus, Apple displays them in editorial placements, giving you extra exposure.

Apply Category Benchmarking

Understanding how your game performs compared to others in your category is essential if you want to make your game development successful. You can use category benchmarking to find out what the top games are doing differently. This includes:

🔘Their visual style

🔘The keywords they target

🔘Their update frequency

🔘Their ratings and how they handle reviews

🔘Their seasonal themes or events

After identifying what your competitors are doing, you can also align your ASO strategy to outperform them and fill the gaps they are missing.

Use ASO and Paid UA Together

A common mistake is treating ASO and paid user acquisition (UA) as separate. Instead, the two work best together. Paid ads drive traffic, which increases downloads, and when your app store page is optimised, more of that traffic converts.

For example, you can run a Google Ads campaign targeting UK players aged 18–34 while simultaneously A/B testing your screenshots and updating your description with fresh and rankable keywords.

The paid boost supports your rankings, while a strong ASO keeps you climbing organically.

Index Your Updates with Strong Version Notes

Don't ignore your update notes. Both app stores index your update changelogs for keywords, and users often read these to decide whether to give your game another shot. Avoid lines like “bug fixes” or “performance improvements.” Instead include:

🔘Relevant keywords related to the new features or bug fixes.

🔘Clear explanations that also appeal to the user.

🔘Event mentions or seasonal content.

This helps with your ASO and re-engages the players who were not actively playing your game. It also shows that you are improving the game, which can boost rankings.

A/B Testing for Continuous Improvement

A/B testing can clue you in on: what your targeted audience likes best, and what’s driving more downloads. A/B testing is particularly useful when you need to compare two or more variants of your app store assets, say of icons, screenshots, and descriptions, etc, to see which one performs the best.

For example, does a red icon work better than a blue one? That’s something that you will not know unless you test it out. Here, you are trusting your user behaviour and preferences instead of just going with your instincts.

Tools like Google Play Experiments or third-party platforms such as SplitMetrics and Storemaven let you run these experiments without changing your live listing for all users.

You can conduct A/B testing by following these steps.

🔘Decide what you want to improve.

🔘Start with one variable at a time to get accurate results.

🔘Develop at least two different versions (A and B) of the element you are testing. Also, keep the rest of the listing the same for control.

🔘Use a testing tool or platform.

🔘Divide traffic so each group sees a different version.

🔘Let the test run for at least 7 to 14 days or until you have enough data.

🔘Analyse the results.

🔘Once you have a clear winner, update your app store listing with the better-performing version.

Tip:

Always test one element at a time. If you change the icon, screenshots, and video together, you won’t know which one offered you the desired results.

Seasonal and Trend-Based Optimisation

Seasonal and trend-based optimisation is used when there are some holidays and popular events.

You should change or improve your ASO strategy around events like Halloween, Christmas, Easter, school breaks, or local UK festivals. You can also update your app icon to match the season.

There are many game apps that do that, such as Candy Crush Saga; the icon and the game pieces remain the same, but you can see the snowflakes on the app’s icon during winter.

ASO for iOS vs. Android in the UK

While both iOS and Android require strong ASO strategies, they can be different in indexing keywords, testing, and displaying content.

Apple’s App Store focuses more on curated metadata like the title, subtitle, and a hidden keyword field, while Google Play relies on keywords throughout the description.

iOS provides cleaner visuals and has stricter rules, whereas Android offers more flexibility with A/B testing and content variety.

Success in the UK market depends on understanding these platform-specific ASO strategies and personalising your approach accordingly.

Check out the table below to learn more about how using ASO for both platforms is different. It will help you optimise your app in your preferred app store.

Recommended Reads: 10 Most Expensive Games on the App Store

What are the Common ASO Pitfalls You Should Avoid?

As we have discovered, when you use ASO for your game to rank it higher, you need to continue implementing these strategies and monitoring them. However, many game developers can face certain challenges by making avoidable mistakes. Here is what to watch out for.

1. Keyword Stuffing

Overloading your title or description with keywords can make your app look spammy and discourage users from downloading your game. Both Apple and Google can penalise this, which can affect your ranking. So, keep it natural and user-friendly.

2. Ignoring Visual Assets

Your game can be amazing, but if your icon, screenshots, and preview video are poorly designed or way too common, users won’t click. First impressions count, and users have high expectations for branding. That is why you should not ignore these visual assets.

3. Neglecting Ratings and Reviews

Poor ratings and unanswered negative reviews can affect your ASO performance. Actively encourage satisfied users to leave positive feedback and respond professionally to criticism.

4. Not Localising for the UK Market

Using US spelling, slang, or cultural references might alienate British users. Always use language, tone, and visuals that match local preferences. UK gamers appreciate relatable content.

5. Failing to Track Performance

If you are not measuring what works and what doesn’t, you are flying blind. Always track metrics like conversion rate, keyword rankings, and retention to enhance your ASO strategy.

6. Skipping A/B Testing

You can’t guess which screenshots or descriptions are working the best. A/B testing helps you understand what appeals most to your UK audience. Without it, you are missing out on easy wins.

7. Inconsistent Updates or Weak Version Notes

Releasing updates without clear version notes is a missed opportunity. Always highlight improvements or exciting changes to keep users engaged and informed.

How Can Arramton Help You Not Only Develop Your Ideal Game But Also Rank It?

Arramton doesn’t just offer the best game app development services, they also help rank your game higher in the app stores. We build, launch, and scale your mobile game with a complete strategy.

From creating stunning visuals and immersive gameplay to integrating performance-optimised code, our team ensures your game is built for success from scratch.

Our App Store Optimisation (ASO) experts can personalise your listings with market-relevant keywords, compelling copy, and attention-grabbing creatives for your UK audiences.

We also monitor analytics, perform A/B testing, and adjust your strategy regularly to keep your game visible in app stores. With Arramton, you’re not just getting a game; you are getting a growth partner.

Conclusion

With the right ASO strategy, your game can have higher rankings and reach your target audience.

App Store Optimisation isn’t just about stuffing keywords—it’s about understanding your players, improving your game’s presence in the local market, and continuously enhancing every element from your icon to your version notes.

From keyword optimisation to monitoring your strategy, you can use them to increase installs and enjoy the other benefits that come with it. Also, avoid the mistakes that many make to prevent becoming prey to these pitfalls.

If you are looking for the best mobile app development company in the UK that can develop your app but also help with App Store Optimisation (ASO), you can reach out to Arramton Infotech. They are known for building the best visually appealing and immersive mobile game apps.

FAQs on App Store Optimization (ASO)

Q1 Why is ASO important for the UK market?

Ans ASO is necessary for the UK market as it helps optimise your game. As players in the UK use different search terms or prefer different types of games than users in other countries, ASO also allows you to target local preferences, whether it is using UK English spelling or localised keywords.

Q2 How long does it take to see results from ASO?

Ans The time it can take to see results from ASO can be around a week or two. Within this timeframe, you can see small improvements, especially if you change your keywords or app title. However, with consistency, you can see the results after 4-6 weeks.

Q3 Can I switch the game category after I release it?

Ans Yes, you can switch the game category after release. Apple’s App Store and Google Play usually allow you to update your game’s category any time you submit a new version. However, if you change categories, they should make sense for your game. Picking the wrong one can confuse users or may not allow them to discover your game. Choose the category that matches your game and has a better chance of ranking.

Q4 Can ASO help with game user retention?

Ans ASO can’t directly help with retention. It allows you to get more downloads. But indirectly? Yes, it can help with game user retention. If your app store page clearly explains the game, uses attractive visuals, and sets the right expectations, people will stick around and play. Also, the more positive reviews you get (which ASO encourages), the more trust you build with future users.

Q5 Is ASO free, or do I need to pay for tools?

Ans If you want the basics of ASO, like writing good descriptions, choosing keywords, and uploading screenshots, they are free. But if you want insights or competitor tracking, paid tools can help. That said, many developers get great results with just free tools and some smart research!