ABOUT THE COMPANY & CHALLENGE

Empire City Casino, a prominent entertainment hub in North America, expanded its reach by launching the Empire City Casino Slots app in major app stores. This move brought their renowned gaming experience to online platforms, catering to a broader audience and offering convenient access to their diverse range of casino games.

When mobile publishers tackle optimizing their screenshot template, it's daunting to start. Yet, beginning with experimenting on elements like background, orientation, and caption position is key. Every detail counts in perfecting the template. For instance, Empire City Casino's test exemplifies how slight tweaks yield significant impacts.

EXECUTION STRATEGY

For their initial test, developers at Empire City Casino opted to evaluate which background for the screenshot template garnered better results:

* A captivating, attention-grabbing background.

* A more subdued gradient background.

It's unsurprising that focusing users' attention on the app itself, rather than on the background of the screenshot template, led to increased installations. However, what's noteworthy is that a significant improvement in attention and conversion rates can be achieved through a seemingly simple yet deliberate modification in the design of the background image.

Empire City Casino conducted tests on two variations of screenshot templates:Research is the first and very important step that can’t be omitted, and always conducted by SplitMetrics Agency when working with a client. Upon analyzing italki’s Apple Search Ads search results campaigns, several issues were spotted: