A Game is Judged by its Store Listing: 7 ASO Mistakes with Real Examples

You've published your game in the store and are counting on organic growth? This scenario is possible, but it doesn't always work, because simply uploading an APK isn't enough. Even a strong project can go unnoticed due to a subpar store listing: weak indexing, a poor description, or irrelevant visuals. Moreover, the store listing itself isn't a static element; it's a tool that requires regular tuning, hypothesis testing, and refinement.

In this article, we'll analyze typical ASO mistakes using examples of game listings in RuStore from the finalists of the "Mobile Games Factory" and show how to fix them so your project doesn't get lost in the catalog and finds its audience.

What we see:

• Text on screenshots is too small. It gets lost in the background and is illegible even in the store preview. The user won't strain their eyes; they'll just scroll past.
• Wording is vague. "A game where the outcome depends on your choices." Sounds nice, but this could describe any RPG, visual novel, or dating sim. There's no specificity.

Another example is the listing for the game "Magic Solitaire Story". The first screen shows clear gameplay – you can see it's solitaire. But the text on the banners uses a gradient and glow, all overlaid on an autumn background. As a result, the text is hard to read; the letters "dissolve" into the backdrop.

How to fix it

A universal rule for screenshots that works across any genre: just three frames, each solving its own task:

1. Capture attention. The first screenshot – a question or an emotion. For Hoosegow: Prison Survival, this could be: "Can you survive in prison?" Large, contrasting, centered.
2. Convey the essence. The second screenshot – explain the mechanic in 2-3 words. For example: "Manage prison life", "Every decision changes the story".
3. Motivate installation. The third screenshot – about the benefit. Instead of generic phrases like "become the top dog", it's better to show the path of development: "Go from newbie to prison boss." The growth mechanic is understandable to most and works stronger in ad creatives than abstract promises.

We advise using simple sans-serif fonts – grotesques, for example, Arial, Roboto, Helvetica. Also, it's better to use horizontal text – it's read faster by both algorithms and users. Additionally, we recommend leaving margins around the text. Elements shouldn't touch the edges of the screenshot – this helps algorithms correctly identify text blocks.

In this example, the problem can be solved without additional budget. It's enough to rework the text on the screenshots, establish the correct sequence, and check readability. Later, run an A/B test in the developer console to confirm the new version performs better.

What we see on the first screen:

• A beautiful but abstract picture. The user doesn't understand what they'll get.
• No benefit. No mention of predictions that can be obtained for free.

How to fix it

Redesign the first screenshot to immediately engage the player:

• Hook with a benefit. Write large, contrasting text: "Want a prediction for the day? Break the cookie for free."
• Reveal the theme on the second screen. Show that inside, besides predictions, there are also love themes, friends, and a merge game.

In the case of "Fortune Cookie", the problem is solved without complex modifications: just bring what already works well – the predictions – to the forefront. And don't forget about ratings.

How to fix it

• One screenshot – one idea. Show the key mechanic on the first frame, for example, cars in motion. Without buttons, numbers, or extra text.
• Second screenshot – the mechanic. How the player controls the process, selects the car of the required color, and progresses.
• Third – emotion. A funny or relaxing situation when the level is completed – that's why users download such games.

How to avoid duplication with the video

• Show in the video what doesn't look as effective in static: animation, gameplay, etc.
• Show promotions, discounts, new characters, events, rating systems in screenshots.

By the way, for the keyword "the boy's word", the game is currently in fourth place. To move higher, it's worth analyzing who is in the top and why. Perhaps competitors have a higher rating, denser keywords in metadata, added LSI words, or a description that better conveys functionality. Or perhaps they have more installs and higher user retention. Based on this analysis, you can adjust your metadata and product strategy: what to add that others don't have, or what to highlight on screenshots to stand out.

A similar error is found with Hoosegow: Prison Survival. The algorithm associated the game with the TV channel "more.tv" due to the phrase "sea of humor" in the description. Naturally, this didn't bring any additional traffic to the game.

How to fix it

• Build a semantic core. Before writing the description, research which keywords are truly relevant to your game. Use Asodesk or other ASO tools to see which queries competitors are ranking for.
• Clean up metadata from clutter. Everything that appears in the description (even in the support section) gets indexed. If a word doesn't add meaningful value to the game, it's better to remove it.
• Write in an informational style. Avoid metaphors that the algorithm might interpret literally. For example, instead of "sea of humor", use "humorous situations".
• Test. A week after the changes, check the developer console to see how indexing has changed. If irrelevant queries disappear, you're on the right track.

More details about indexing and ranking in RuStore are discussed on Habr.

Mistake 5. Keyword Stuffing in Metadata

There's a common misconception: the more often a keyword is repeated in the description, the higher the position in search results. In practice, this doesn't work. Algorithms evaluate not frequency, but context, meaning, and semantic coherence of the text. Excessive repetitions, especially across all fields of the listing, might not strengthen it but rather worsen ranking.

Why is stuffing dangerous:

• The algorithm may consider the text spam and demote the app in search results.
• Repeating one word doesn't add context and doesn't help cover related queries (synonyms, associated concepts).

Example

In the listing for the game Parcat, the word "cat" appears multiple times in all fields. As a result, the game doesn't rank for its main keyword, and irrelevant words like "dishes" appear in search results due to the phrase "breakable dishes" in the description. The algorithm latched onto a rare word, missing the main meaning.

Sounds nice. But what does the algorithm do?

1. It extracts keywords: "island", "contemplation", "tranquility".
2. It looks for semantic associations: the word "island" is associated with a well-known travel service.
3. The game starts appearing for queries related to hotel booking and tourism.

How to fix it

• Write in an informational style. In the first sentence, state what the game is about. In the second, describe what the player can do in it.
• Remove metaphors. Instead of "island of contemplation", use "relaxing puzzles for leisure".
• Use words the algorithm definitely knows. Relevant keywords that competitors rank for can be found in ASO services.

How to fix it

• Build a semantic core. Instead of one keyword, find 10-15 relevant words and phrases users search for within your game's genre.
• Distribute keywords across fields. In the title – the most important ones, in the short description – 2-3 keywords, in the full description – add the remaining keywords with context.
• Use synonyms and related concepts. For example, instead of "cat": "furry", "pet", "cat adventures". Instead of "solitaire": "card game", "layouts", "cards".
• Provide context. Describe what the cat does in the game: "Become a cat hooligan, smash everything around, jump on shelves."

The algorithm looks for meaning, not quantity. One well-used keyword with context will yield more than ten repetitions of the same one.

Mistake 6. Metaphors and Convoluted Wording in the Description

The game description is not literary text. The RuStore algorithm evaluates not style, but meaning. It works with the direct meanings of words and doesn't recognize figurative language, so metaphors and complex phrasing can steer the listing towards irrelevant queries.

Example

In the listing for the mosaic puzzle game Mosaic Puzzle Game, there's this sentence: "In a world where everything is accelerating, we created an island of contemplation and tranquility."

Sounds nice. But what does the algorithm do?

1. It extracts keywords: "island", "contemplation", "tranquility".
2. It looks for semantic associations: the word "island" is associated with a well-known travel service.
3. The game starts appearing for queries related to hotel booking and tourism.

How to fix it

• Write in an informational style. In the first sentence, state what the game is about. In the second, describe what the player can do in it.
• Remove metaphors. Instead of "island of contemplation", use "relaxing puzzles for leisure".
• Use words the algorithm definitely knows. Relevant keywords that competitors rank for can be found in ASO services.

Mistake 7. Lack of Ratings

Ratings and reviews directly impact both user behavior and ranking algorithms. Players always look for social proof, and if it's missing, trust decreases.

RuStore algorithms consider these signals: a high rating and active reviews increase the chances of being shown in the store for relevant queries. A low rating or its absence, conversely, reduces visibility and is perceived as a sign of weak interest in the app.

Example

The listing for "Fortune Cookie" has zero ratings, despite the game having a multi-million audience in "ВКонтакте".

How to fix it

• Encourage initial users to leave reviews. The key is to do it non-aggressively and at the most opportune moment in the gameplay. RuStore provides a convenient tool for this – the Review SDK. It allows you to schedule review prompts at the right moment without unnecessary navigation.
• Respond to reviews. Especially negative ones. Show that you listen to users and are working on fixing issues. This increases loyalty and encourages other players to leave reviews.
• Fix bugs. If the game crashes or lags, users will leave low ratings. Technical stability is fundamental.
• Don't buy fake engagements. Incentivized installs and fake reviews will eventually be detected by algorithms.
• Monitor the trend. The RuStore Console provides rating statistics. Regularly check how the rating changes and react to negative spikes.