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League of Legends: Wild Rift App Store Spotlight
April 16th, 2021
by David Bell
CEO at Gummicube, Inc.
The popular team-based MOBA League of Legends takes the top lane on the app stores. Let’s take a deep dive into the Rift to see if this Wild ride has what it takes to outplay its competitors and claim victory!
League of Legends: Wild Rift is a high adrenaline 5v5 MOBA (Multiplayer Online Battle Arena) where players pick from the top-tier roster of powerful Champions. Team up with skilled friends in a team-based fighting game that has players take down objectives, rack up a nice KDA, and race to destroy the enemy nexus.
Keep reading below to see if League of Legends: Wild Rift has what it takes to make the big plays and how they can improve their App Store Optimization efforts, in today’s App Store Spotlight.
Metadata
Apple’s Title & Subtitle
League of Legends: Wild Rift’s title alone almost maxes out Apple’s maximum title character count at 29/30. Although there isn’t room for a title tag for Apple, Wild Rift can still rely on its 30 character subtitle to help League of Legends: Wild Rift show up in that top search result.
“Team Up in 5v5 MOBA Combat” as a subtitle for Apple really hits some of the core gameplay. League of Legends: Wild Rift might be able to put together a winning team by moving some other core terms to its visible metadata fields like the subtitle.
Targeting popular and often searched-for terms lets users know what the gameplay is all about. Potential players searching for these core gameplay terms would be able to see them in these very visible places. If they do, then they may be compelled to click through to the storefront which can increase the ranking for that term. Some terms might improve in ranking by including them in the subtitle like “fighting” and “game”. For example in the Apple subtitle, League of Legends: Wild Rift included “MOBA” and is now ranking as the 10th search result for the term:
- “moba” - ranked #10
- “free fighting games” - ranked #17
- “fighter games” - ranked #27
- “fighting” - ranked #57
Google Play’s Title & Short Description
Google Play does have room to target gameplay by including a title tag after the branded title name. With 21 characters remaining for the Google Play title tag out of a maximum of 50 characters, there’s still some room to make game-changing plays.
League of Legends: Wild Rift pulled no punches by targeting the core parts of the game on Google Play with the short description of “The skills-and-strats 5v5 MOBA experience of League of Legends''. This provides a nice balance of core positioning, gameplay elements, and the heavy-weight League of Legends branding, but do these terms by themselves really put the game in front of the right players? Although they can expand to include other core gameplay terms like “fighting” or “real time strategy,” targeting “MOBA'' and “5v5” in the short description was an excellent choice. On Google Play, League of Legends: Wild Rift is ranking rather well for the terms they included in the short description:
- “moba games” - ranked #1
- “5v5 games” - ranked #11
- “5v5 moba” - ranked #13
Description
The description for both Apple and Google Play are not pulling their weight; they are only using 259 of a potential 4000 characters leading to a number of missed opportunities for keyword targeting and description of game features.
Apple and Google Play have different priorities when it comes to the description. Apple ranks for keywords using other fields. However, for Google it’s a huge factor of what place League of Legends: Wild Rift shows up in a search result. The description is also visible to users on both platforms meaning it can impact a potential new user's decision to download. It might be a good idea to rethink the roster for this one.
Creative
League of Legends: Wild Rift has a decent set up when it comes to their creatives. The screenshots are focused on in-app images of gameplay with a simple white banner supporting the black copy. The current screenshots don’t not stand out as much if you were to compare it to some other competitors in the market.
One avenue for potential development is including core terms in the copy; additional formatting can also make these images stand out to users scrolling through the search results. Something to consider could be alternative banners that might tie in branded color or other eye-catching elements. Including important core terms in the screenshot copy can also help with improving click-through rate (CTR).
For the icon, Jinx is a recognizable and popular Champion. It wouldn’t be surprising if she launched a Super Mega Death Rocket at the Dev team if she didn’t get the spotlight. Her blue hair on a blue background does make it a bit harder to see at a glance. League of Legends has Champions galore to pull from, so looking into some other compositions could go over well.
As a newer app on the market, they may have a long road ahead of them when it comes to creatives. Plenty of ideas to potentially A/B test!
Overall
League of Legends: Wild Rift has some great potential in their store front. However, in terms of the best opportunities for user visibility and conversion, it looks like it might not be up for the team-clearing penta-kill.
Wild Rift has room to grow in keyword targeting, using the description to its maximum potential, and creatives to help with conversion. As-is League of Legends: Wild Rift is doing well in search by including a few core terms, but could be doing more by possibility including some alternative gameplay phrases. However, with a few pro plays to their title, subtitle, descriptions, and screenshots, then this game can clinch victory.
Want to learn more about App Store Optimization? Contact Gummicube, and we’ll help get your strategy started.
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