Anyone who’s ever sold anything will tell you; exposure is key. Games are no different and for a range of clients it’s crucial their apps are as high up the order on the app store as possible. To achieve that, we define a range of thematic routes based on specific game propositions and create the artwork for them.
For Life Is Strange, we first identified two creative “routes”, based on our audiences’ varying interests. Creative routes were then executed across Screenshots, App Store Preview Videos and Icons, to be tested as a single set. Through a process of A/B testing we see what works and what doesn’t, and through iteration and refinement, increase clicks and downloads, ultimately pushing the game up the search results and improving the funnel conversion.
Creative 'routes' served to varying audiences based on preferences