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The Almost Gone App Store Video Spotlight
July 21st, 2020
by David Quinn
VP of Strategy & Partnerships at Gummicube, Inc.
An App Store Video, including the iOS App Preview and Google Play Promo Video, can set the tone for an app or mobile game. Using in-app footage and music can establish an atmosphere while conveying information about the app. We can see this in the video for The Almost Gone, a mobile game recently featured on the Apple App Store as its Game of the Day.
For today’s App Store Spotlight, we examine The Almost Gone’s video and see how it appeals to users and where it can improve its App Store Optimization.
App Store Video
The Almost Gone uses a different video on the Apple App Store and the Google Play Store. This allows the developers to present the app in different ways, while maintaining a thematically consistent style and atmosphere.
Apple App Store
The App Store video is 30 seconds long, primarily consisting of clips that show various puzzles in the game. This demonstrates the types and variety of challenges as well as the game’s unique visual style.
The video includes ominous sound effects and a haunting soundtrack, emphasized by the sounds of howling winds and the in-game sound effects. This sets the tone by using the visual darkness of the game along with audio cues that build tension and a sense of foreboding.
Google Play Store
The Google Play video uses video clips and audio effects in a similar manner to the App Store Video but utilizes the space that the landscape video provides to full effect. While the Apple App Store Video and the game itself are in portrait mode, the landscape mode Google Play video uses multiple images and frames from the game to thematically link the images.
In one instance, the video shows different images from a single puzzle connected on the screen. This shows how the puzzle aspects are connected while making full use of the space. In other moments, it adds floating text to the side of the screen. This utilizes the space of the screen while adding additional information to users and building the tension with phrases like “Am I trapped here?”
The video maintains a visual continuity for the multiple elements by making the background colors match with the colors from the game screen. The music and sound effects from the App Store Video remain, although the score is louder and builds up to more intensity. It’s easier to build up the music on the Google Play video, which lasts for one minute and two seconds, compared to the App Store’s 30 seconds.
App Store Optimization Best Practices
How does The Almost Gone follow ASO best practices for its videos, and where can it change?
The Almost Gone follows the guidelines for each store, including length and the usage of in-app footage. One thing it could potentially include is text designed to describe the app, such as the story or how it’s a horror-puzzle game.
The video shows users what the game is and provides some examples of the puzzles, which is effective optimization. This builds interest and gives users a clear idea of what to expect. While the minimal text may be an artistic choice, additional information could still help convert users.
While the audio and visual portions complement each other nicely, the video must still be able to stand on its own. Developers must consider if the visuals are effective at conveying the message even without sound, since videos can automatically play without sound or users may find it while their phones are on silent.
Competitors
We can also look at what competing apps do. As an example, “Scary Horror Escape” also relies on frightening visuals and music while showing users the types of puzzles it provides. This includes text floating across the screen to describe the story and the challenges users will face.
While this is one example of different video styles, it’s important to research and test variants. This will help determine what videos users respond to best.
Overall
App Store Videos can serve important purposes for apps and mobile games, from displaying functionality to establishing an atmosphere. The Almost Gone sets the tone and tension of the game well through dark visuals and its music, the next step is to optimize for conversions.
Want to learn more about App Store Optimization? Contact Gummicube and we’ll help get your strategy started.
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