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Lab Cave

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ASO for Games

ASO has always been a part of our DNA. Since 2014, we've been trying to understand and identify how the Google Play and Game Store algorithms work.

ASO is not one-off task but instead an ongoing process with the objective to obtain as much organic traffic as possible. First by improving game visibility in stores and second by optimizing the visit-to-install ratio.

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The current mobile game ecosystem is formed by millions of games just waiting to be discovered. Here are some reasons why ASO is so important:

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There are over 2.2Mn games in the Game Store and over 3Mn in Google Play.


Over 65% of Game downloads come from search traffic.


CPI prices tend to be really high and only a few can compete with them.


Traffic mostly from high value users.


We combine the expertise of our 'ASOers' with innovative and advanced analytical techniques developed by our ASO BOT; our in-house technology based on machine learning and artificial intelligence. What does it do?

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Automatically finds and filters thousands of keywords.


Classified data of 500,000+ keywords in 12 languages for both OS.


The algorithm catalogues each keyword adhering to 5 different KPIs.


Tracks keywords, downloads, CR, competitors and A/B tests changes.

Our Services

Our services include store profiles and game audits, market research, long term strategies, on-going CRO processes, iterations, continuous monitoring, analytics and brainstorming.

All of this is based on two principles:



Your game must stand out in these overcrowded game stores. The game metadata needs to be fully optimized with keywords so that it can easily be found, thus leading to increased exposure.



Once your game has been discovered, you need to make sure it is installed. The main elements to work on are A/B visual testing and localization of the game page to fit different cultures and countries.

IGG Games From the Bench FT Games

Do you require
our expertise in ASO?

Submit your game

Case Studies

ASO is not magic. It’s a thorough and complex process of understanding and iteration. Lab Cave ASO Services don’t believe in magic wands, but instead, data and years of expertise. Check out our latest success stories, where you can truly see the fruit of our work in third party games.

The Respawnables

The Respawnables

Digital Legends’ third person shooter The Respawnables is an amazing game that, previously had no ASO optimization...

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Epic Summoners

Epic Summoners

FT Games reaches a +100% Organic Install Uplift with Lab Cave's ASO Optimization...

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Champion Soccer League

Champion Soccer League

Stand out in the crowded "Sport" vertical with a new game launch on Google Play, without performing any UA actions...

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What kind of games are you interested in?

We are open to evaluate any kind of genre.

Can you do it for Android, iOS or both?

We have a dedicated team for each operating system, so we work in both platforms.

What are the requirements for an ASO partnership?

We love to show results so games with a longer presence in the stores are preferred. It is easier to isolate and compare the ASO effect with them.
We usually work with games that have over 1Mn downloads, but we are open to study a partnership with newer titles as well.

Are you only doing Keyword optimization or would you take care about the visuals as well?

Our ASO team includes several designers and illustrators.
We truly believe that proper ASO has both visuals and keyword optimization. We have tested countless icons, screenshots and featured image variations gaining valuable insights on how to increase conversions.

What business model do you usually work with?

We see ASO as a non-stop process where you need to iterate often, that’s why our business model is based on a monthly fee where our team performs several updates.