Introduction

You’ve built your Unity game and published it — but the downloads aren’t coming in as expected? That’s where App Store Optimization (ASO) comes in.

ASO is like SEO for your mobile game. It helps your game rank higher in the Google Play Store and Apple App Store, so more players discover and download it.

In this quick guide, we’ll cover 10 proven ASO strategies that you can apply right now to boost visibility and drive more installs for your Unity game — even if you’re just starting out.

What is App Store Optimization (ASO)?

App Store Optimization (ASO) is the process of improving your game’s visibility, conversion rate, and ranking in app stores.

The goal is simple: More visibility → More downloads → More players → More revenue

ASO includes optimizing your:

• Title and keywords
• Description and tags
• Icons, screenshots, and videos
• Reviews and ratings
• App performance (size, speed, updates)

10 Quick ASO Wins for Unity Games

1. Use Keyword-Rich Titles

Your game title is the first thing users and the algorithm notice. Add a primary keyword naturally into your title.

Example: Instead of “Pixel Runner” → use “Pixel Runner: Endless Dash Game”

Tip: Keep it under 30 characters and make it descriptive but catchy.

2. Write a Compelling Short Description

The short description appears right below your game title in the Play Store. Use it to clearly communicate the core gameplay and hook.

Example: “Run, jump, and dash through challenging levels in this fast-paced endless runner adventure!”

Include 1–2 main keywords naturally.

3. Optimize the Full Description

The long description helps your game rank for more search terms.

Use clear paragraphs, bullet points, and natural keywords like “Unity 2D game,” “mobile action,” or “platformer.”

4. Design an Eye-Catching App Icon

Your icon is your first impression. Use bold colors, minimal shapes, and make sure it stands out against competitors.

Unity tip: Design icons at 512×512 px and test how it looks in both light and dark modes.

5. Add High-Quality Screenshots and a Preview Video

Screenshots tell the story of your game visually. Include 4–8 screenshots that show:

• Gameplay action
• Menu or UI screens
• Rewards or achievements

Add a 20–30 second trailer showing gameplay flow — this increases installs by up to 35%.

6. Focus on Ratings and Reviews

Positive reviews directly impact ranking and user trust. Add a gentle in-game prompt after level completion:

“Enjoying the game? Rate us on Play Store!”

Avoid asking for ratings during gameplay interruptions.

7. Localize Your Game Listing

If your Unity game supports multiple languages, localize your title, description, and screenshots.

Example: Translate into Spanish, French, or Hindi — regions with huge mobile gaming audiences.

Localized listings can boost installs by up to 40%.

8. Keep Your Game Size Small and Performance Fast

Users often skip downloading heavy apps. Optimize by:

• Compressing textures
• Using Sprite Atlas
• Removing unused assets
• Building with IL2CPP and release mode

Target build size: under 100 MB for best Play Store performance.

9. Update Frequently with Patch Notes

Regular updates signal Google that your game is “active.” Add new skins, levels, or bug fixes every few weeks.

Example update log:

“Added 3 new levels, improved UI, and fixed sound lag issue.”

Each update gives you a ranking boost opportunity.

10. Use a Strong App Name and Brand Identity

Create a recognizable brand so users remember your name easily.

Examples:

• “Ready Game Code”
• “Maxima Gaming Studio”

Consistent branding in your icon, splash screen, and developer name builds long-term trust and visibility.

Bonus Tip — Analyze Competitors

Search for your game’s genre (like “2D runner” or “puzzle platformer”) and check:

• Their icon style
• Keywords in title
• Description pattern
• Screenshots layout

Tools to use:

• AppTweak
• Sensor Tower
• MobileAction
• Google Play Console Keyword Stats

These insights help you discover what’s working in your niche.

Final Thoughts

ASO is not a one-time task — it’s a continuous process. Even the best Unity game can fail if players can’t find it in the store.

With these 10 quick wins, you can:

• Improve your app visibility
• Increase downloads organically
• Build a loyal player base

Keep testing, improving, and tracking results — your next update might be the one that skyrockets your downloads!