Amazing. This is so interesting and insightful! Thank you so much for sharing all this with us today, Yevhen. I’m sure many readers, working in the ASO field and outside that field, will be very grateful.
It’s time to start wrapping up this interview! The last 4 questions, promised! 😀
What common ASO mistakes do you often see, and what advice would you give to avoid them?
Many professionals get caught up in the minutiae of ASO, focusing on single elements and missing crucial aspects of the process. To help avoid these common pitfalls, remember the acronym FAILS.
- Forgetting about the big picture: Don’t get lost in the details. Consider the entire user journey and how ASO fits into your overall app growth strategy.
- A /B tests Misinterpretation: Analyze A/B test data carefully. Ensure your results are statistically significant and consider external factors that might be influencing the data.
- Inaccurate data interpretation: Don’t just collect data; analyze it correctly. Use analytics platforms to gain insights into user behavior and identify areas for improvement.
- Lexical obsession: Keywords are crucial, but don’t neglect other ASO elements.
- Sporadic approach: ASO is an ongoing process. Continuously monitor, update, and optimize your app listing in all available stores and localizations to maintain visibility and attract users.
Something that you wished you would have known before starting your career in the ASO field. What’s one piece of advice you would give to someone just starting their career in ASO?
- User Acquisition (UA): ASO is closely linked to user acquisition strategies. A strong UA campaign enhances visibility and downloads, positively impacting app rankings. Understanding this relationship is crucial for effective marketing.
- Technical Performance: The app’s technical performance, including load times and crash rates, directly affects user retention and satisfaction. Poor performance can lead to negative reviews, undermining ASO efforts.
- Algorithm Updates: App store algorithms frequently change, impacting how apps are ranked. Staying informed about these updates is essential for adapting your ASO strategies effectively.
- Overall Funnel Integration: ASO should be viewed as an integral part of the overall marketing funnel, influencing key metrics such as user retention, revenue, and lifetime value (LTV). Balancing acquisition with retention strategies will help build a loyal user base and maximize revenue potential over time.
! Advice for Newcomers
Adopt a Systematic Approach: Newcomers should recognize that effective ASO requires a systematic approach considering all elements of an app’s presence in the store. By understanding the interconnectedness of ASO with external factors, you can build a robust foundation for success in the industry.
Now, about FunPlus, present and future. Can you describe FunPlus’s current role and impact within the games industry?
And as we look toward the future, what’s your vision for FunPlus’s evolution? How do you envision FunPlus shaping the gaming landscape of tomorrow?
FunPlus currently holds a strong position in the mobile gaming market, known for its success in the strategy genre with titles like King of Avalon and State of Survival. These games have amassed millions of players worldwide, demonstrating FunPlus’s ability to create engaging and enduring gaming experiences.
However, FunPlus is poised to evolve beyond its established mobile presence. Our new vision focuses on “IP Creation & World Building”, aiming to craft original IPs that resonate across multiple platforms and mediums, spearheaded by industry veteran Alex Amancio. This means we’re not just creating games, we’re building expansive universes. We’ll leverage a transmedia approach to develop compelling narratives and characters that can be experienced through various forms of entertainment.
A key pillar of this strategy is cross-platform functionality. We believe in breaking down the barriers between gaming platforms, allowing players to seamlessly experience our IPs on mobile, console, and PC. Imagine starting a game on your phone during your commute and continuing the adventure on your PC when you get home. This interconnected ecosystem will create a more immersive and accessible experience for players, fostering a stronger sense of community and shared progression.
This evolution will also involve the mindful use of AI. We see AI as a powerful tool to assist our creative professionals, not replace them. AI can help speed up the development process, automate repetitive tasks, and even generate new ideas, but it will always be guided and refined by the expertise of our talented team.
This strategic shift will allow FunPlus to:
- Diversify its portfolio: Move beyond mobile gaming and establish a presence in the broader entertainment industry.
- Create deeper connections with players: Immerse them in rich, interconnected worlds that extend beyond a single game.
- Become a leading innovator: Pioneer new ways of developing and experiencing interactive entertainment.
Ultimately, FunPlus envisions a future where our original IPs captivate audiences across various platforms and mediums, fostering a vibrant community of fans who connect with our characters and stories on a deeper level. We believe this approach will not only shape the gaming landscape of tomorrow but also redefine how we experience entertainment as a whole.
And last question… one of our signature questions. We love to hear everyone’s unique take on it! What does FUN mean to you? 🙂
Fun to me means working with like-minded professionals to bring awesome original games to players!
