Meet Yevhen – The ASO Strategist behind FunPlus Apps

Discover how Yevhen is crafting a winning ASO approach with his philosophy and strategic insights

 

Hello everyone, and welcome back to our exclusive “Insiders Info” interview series! It’s time again to peel back the curtain to reveal the inner workings of FunPlus, FunPlus People, and our Games!

We’re super excited to introduce you to Yevhen Tarasenkoa true virtuoso in the realm of App Store Optimization (ASO). As we bid farewell to the whirlwind that was 2024, we’re sitting down with Yevhen to reflect on the year’s game-changing tactics and his strategic finesse.

In this exclusive, two-part written interview, Yevhen will share his journey, the highs and lows of the ASO landscape, and his personal insights that are shaping the industry.

Join us as we dive into the mind of an ASO expert and discover the strategies that could define the future of our apps. Are you ready? Let’s get started!

 

Yevhen ASO at FunPlus Mastering the ASO game Insider Info exclusive Interview

 

 

FunPlus

PART I

Hi there! Welcome to the Insiders Info space and FunPlus! We are delighted to have you here! To kick things off, could you please introduce yourself and share a bit about your background, including where you’re originally from?

Hi everyone, it’s great to be here today!

My name is Yevhen. I’m from Ukraine and have worked in mobile marketing for 11 years. I’m passionate about helping businesses connect with their audiences and accelerate downloads and revenue growth.

Speaking of connecting with audiences, I’m also a big gamer in my free time! My favorite genre is Action RPGs but I keep my mind open to anything interesting out there. For instance, with the revival of the horror genre, I’ve been paying attention to games like ‘Dredge”, ‘Alan Wake II’ (which is definitely my top 5) as well as ‘Dead Space’ and ‘Resident Evil’, specifically VR versions for the last one. I think there’s a lot of overlap between the gaming world and marketing, especially regarding understanding user engagement and building communities.

When I’m not immersed in the digital world, either for work or play, you can usually find me behind a drum set or music creation software. Music is a huge part of my life, and it’s a great way for me to unwind and express myself creatively.

Building on the introduction to your background and interests, let’s dive deeper into your professional life. Can you walk us through a typical day in your job and the various responsibilities you juggle to ensure our mobile games reach their target audience effectively?

In my role, I focus on making sure our mobile games have a strong presence in the app stores and reach the right players. This involves a mix of creative and analytical work. I collaborate with our team to develop compelling visuals and write engaging descriptions that highlight the unique aspects of each game.

But it’s not just about making things look good – I also dive deep into app store optimization (ASO). This means I’m constantly analyzing keywords, tracking performance metrics, and running A/B tests to improve our games’ visibility in search results and rankings.

To truly understand what resonates with players, I make it a point to engage with our games regularly, especially the in-app events and promotional content. I’m particularly drawn to IP integrations, as I find they offer unique opportunities to attract new audiences and create exciting experiences for players.

Ultimately, my goal is to drive organic downloads and help our games stand out in a crowded marketplace.

Right, awesome! And we are so happy to have you here at FunPlus! Now, let’s take a step back and understand the path that led you here. Could you share with us a brief overview of your journey in the field of app store optimization (ASO)?

My ASO journey began in 2013 when I transitioned from SEO and internet marketing. I spent three years at Megarama, a mobile games developer, where I experimented with optimization techniques during the early App Store days. In my final year, I led a team and learned game design basics.

In 2016, I explored app markets beyond gaming, supporting diverse companies and startups. A highlight was working with a London startup offering clothing from TV shows and films. After three years consulting, I returned to the gaming industry, joining G5 briefly, then moved to Tilting Point to build their organic growth department. I worked on projects like SpongeBob and Star Trek.

In early 2023, I was laid off and temporarily shifted my focus to health and fitness. My luck changed in early 2024 when Enric, FunPlus’s VP of Publishing, contacted me. I joined in April 2024 to establish a new department for their wellness games. I’m thrilled to contribute to FunPlus and excited about our future achievements.

 

Let’s now turn our attention to the far-reaching impact of your work. If you had to articulate the value of ASO to someone with a stake in our projects, like an investor or a partner, how would you distill its importance and impact?

ASO is vital for ensuring our apps achieve maximum visibility and organic growth in the competitive app market. It’s about strategically optimizing every aspect of our app’s presence in the app stores to attract and convert the right users.

Storefront appearance: washed/unwashed

What do I mean by that? A well-maintained App Store listing, with clear images and descriptions, is like a person who dresses sharply every day — impressive and inviting. Neglect it, and it’s like showing up disheveled, pushing users away. Think of it as a multi-faceted approach that goes beyond just getting found.

Effective ASO ensures that:

  • Users discover our app easily: We leverage relevant keywords, compelling visuals, and a strong app store listing to make our app stand out in search results and category rankings.
  • Our app’s value proposition is clear: We craft a concise and persuasive app description that highlights key features and benefits, encouraging users to download.
  • We drive engagement and retention: By targeting the right audience, we acquire users who are genuinely interested in our app, leading to higher engagement and retention rates.

Furthermore, ASO plays a vital role in:

  • Supporting in-app events: By promoting events through our app store listing and creatives, we can drive user participation and excitement.
  • Increasing our chances of being featured by an app store: A well-optimized app with strong user engagement is more likely to be featured, resulting in a significant boost in organic downloads.

ASO is not merely a marketing tactic; it’s a strategic investment in an app’s long-term success. It drives organic discovery, user engagement, and sustainable growth by ensuring your app is visible, appealing, and relevant to the right audience.

And… what was it about ASO that caught your attention and made you decide to specialize in it?

You could say I was like an explorer, eager to chart the unexplored territories of digital marketing when I stumbled upon ASO.

The allure? To me, the ASO field is very dynamic, and constantly shifting, with many new challenges arising. It always keeps you on your toes. 😀

FunPlus

Right, let’s move on to professional growth. Reflecting on the projects you’ve tackled, can you tell us about a particularly challenging project you worked on and what you learned from it?

I learned the most from projects involving many different teams and decision-makers. One thing in common between all of them is the need to master your soft skills, something I think younger professionals should focus on early in their careers.

You need more than technical skills. You also need to communicate your ideas clearly, persuade others to see your point of view, and negotiate effectively to reach your goals. These skills are essential for navigating complex projects and achieving success in any collaborative environment.

In contrast to the challenges, can you tell us about a very rewarding moment you experienced during your ASO career?

It’s definitely that ‘aha’ moment, the realization of your ability to deliver meaningful results to any project you jump on. The thrill of seeing your work come to fruition, with apps not only achieving but exceeding their targets in visibility and downloads, is immensely gratifying.

Another thing that constantly excites me is the new developments on the store side. This decade has been particularly full of innovations. Since 2021, we’ve seen major developments such as in-app events/promotional content, custom product pages/custom store listings, and the introduction of native A/B testing in the App Store (which arguably shifted the whole industry of third-party A/B testing solutions). A few weeks ago, developers received the opportunity to nominate their apps to be featured within the App Store. This hugely benefits small and medium developers, who previously needed clarification about the path forward as well as their odds of ever being featured.

At the heart of these successes is a fundamental pattern: make sure the product is great, there’s a market for it, and ensure you are ready for the launch from the technical side as well as from a marketing and promotion standpoint. Never underestimate the power of relationships with store representatives; nurturing these relationships can truly bear fruit in the long run

Now, after reflecting on your career path, let’s move from these personal achievements to your professional insights. In your experience, what are the most critical elements of a successful ASO strategy? Please give me your top 5.

Ok, here’s my top 5:

  1. Strategic Approach: This means considering all the factors that influence your app’s visibility, like:
    • Target Audience: Who are you trying to reach? What are their needs and preferences?
    • Competitive Landscape: What other apps are you competing with? What are their strengths and weaknesses?
    • App Store Algorithm: How do the app stores rank apps? What factors do they consider?
    • Market Trends: What are the latest trends in app design and user behavior?* Setting realistic expectations for yourself and your stakeholders, as well as understanding that ASO is a long-term game is vital. Don’t expect overnight miracles!
  2. Consistency and Follow-Through: ASO requires ongoing effort. This means consistently:
    • Tracking your app’s performance: Monitor key metrics like keyword rankings, conversion rates, and user reviews.
    • Making necessary changes: Based on your analysis, update your app’s metadata (title, description, keywords, screenshots) in prioritized GEOs.
    • Finding angles for A/B testing approach: Don’t just test minor variations like icon colors. Develop a substantial backlog of hypotheses by drawing inspiration from competitors, top-performing apps, the latest trends, user reviews, and top keywords. Be bold, and don’t be afraid to pivot your strategy based on the data you gather.
  3. Staying up-to-date with trends and industry updates.
  4. Data-Driven Iteration: Don’t just rely on gut feelings. Use data to inform your ASO decisions. For example:
    • Gathering Multi-Point Input: Utilize data from various sources, such as your app store console, MMP, and any other analytics tools your marketing team uses.
    • Centralizing Data for a Birds-Eye View: Build or leverage a pre-built solution to comprehensively understand your app portfolio’s performance across different apps and app stores. This will help you identify trends and areas for improvement.
    • Staying Informed About External Factors: Be aware of new app store features, algorithm updates, and potential bugs. Engaging with the ASO community can help you stay informed and maintain your sanity amidst these constant changes!
  5. Localized optimization: Tailored for international markets with actual knowledge and insights.

There you have it, my top five ASO commandments—written in a digital stone for eternity. Well, at least until the next big app store algorithm update! 😄

 

FunPlus

 

And that’s a wrap on Part I. But don’t worry, the conversation isn’t over yet! More great tips and secrets are coming your way in Part II of our exclusive interview. 

In the next installment, ‘Elevate Your App in 2025: Mastering the ASO Game’, we’ll dive into the deep end of advanced ASO strategies, and his predictions for the future. Yevhen is ready to share his top-tier tactics and forecast the next big waves in-app marketing. Plus, we’ll reflect on FunPlus’s evolving role in the grand tapestry of the industry.

No matter if you are new to ASO or a pro at Marketing, keep your eyes on this space, and don’t miss out on the second half of this insightful dialogue. 

Stay tuned!

 

Yevhen ASO at FunPlus Mastering the ASO game Insider Info exclusive Interview

 

About FunPlus

FunPlus is a global creator of interactive entertainment experiences powered by technology, with cross-platform game development and IP creation at its core. Founded in 2010, FunPlus is an organization that fosters top industry talent globally, with offices in over 10 cities and 6 countries, and more than 2,000 team members worldwide. FunPlus is home to talented creative teams who are well-known for developing hugely popular mobile strategy titles including State of Survival, King of Avalon, Guns of Glory, Stormshot, and Sea of Conquest.

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