Scaling ASO Organic Installs in Secondary Geos

Business Empire—RichMan is a dynamic simulation game that allows players to build and manage their own business empires. 

Developer Ilya Artemov needed help in expanding beyond its primary market. Appodeal's ASO team stepped in with targeted optimization strategies, leading to remarkable results in key markets:

Through advanced localization strategies and ASO expertise, Business Empire achieved exponential growth in organic traffic and conversions, paving the way for higher ARPDAU and long-term success.

These impressive gains were achieved within just one month of implementation. With such strong results, Appodeal supports Business Empire's growth, ensuring the app reaches its full potential in global markets.

Curious about how we did it? Keep reading to discover the details behind this success.

While Business Empire enjoyed moderate success in primary markets, its performance in secondary GEOs such as Brazil and Russia lagged significantly.

Organic installs were below expectations, and the app struggled to achieve visibility in local app stores. This posed a critical problem: without robust organic traffic, the app’s monetization potential in these markets remained untapped.

Faced with the challenges of underperformance in secondary GEOs, Business Empire – RichMan collaborated with Appodeal to implement a transformative growth strategy. By leveraging Appodeal’s Growth Platform and tapping into its accelerator program, the developer optimized every aspect of the app’s growth funnel—from monetization to user acquisition (UA) and beyond.

The localization efforts coincided with a Google Play algorithm update, temporarily disrupting organic traffic across most GEOs. While this initially caused a drop in visibility, it ultimately proved advantageous:

The cornerstone of the strategy was a detailed localization initiative targeting Brazil and Russia. The Appodeal team collaborated closely with the developer to implement the following:

The developer participated in Appodeal’s accelerator program, gaining access to a wealth of expertise in monetization and UA. Highlights included:

The implementation of Appodeal's ASO strategies led to remarkable improvements in key performance metrics for Business Empire. Within just one month, the app experienced significant growth in organic installs across multiple markets.

By addressing the app’s visibility and monetization challenges with data-driven localization and advanced ad optimization, the game experienced exponential growth across key metrics. The following charts highlight the significant improvements achieved in organic installs and conversion rates (CVR) across targeted regions.

The optimization efforts particularly shined in Brazil, where organic installs surged by 76%. Even in the mature Russian market, the app saw an impressive 54% increase in organic installs, demonstrating the effectiveness of our comprehensive approach.

Furthermore, the enhanced app store presence led to a notable improvement in Brazil's Explore traffic conversion rate, indicating stronger user engagement with the optimized listings. These results showcase the power of strategic ASO in driving sustainable organic growth.

These outstanding results underscore the transformative impact of Appodeal’s tailored ASO strategies and advanced tools.

By addressing the unique challenges of secondary GEOs and optimizing both localization and monetization, Business Empire – RichMan not only expanded its reach but also built a sustainable foundation for future growth.

This partnership highlights how small studios can achieve big results with the right expertise, actionable data, and a commitment to innovation. With Appodeal as a trusted partner, Business Empire is now better positioned to thrive in an ever-competitive app market, setting a benchmark for success in the mobile gaming industry.