With CPIs rising, organic discoverability shrinking, and players demanding more than just entertainment, even the best games can stall at the top of the funnel.
So, how do leading studios stay ahead?
They align their storefront with their story, using smart ASO to capture attention and purpose-driven gameplay to build lasting loyalty.
This article explores how combining App Store Optimization (ASO) with environmental rewards can supercharge your entire funnel, from first impression to long-term retention. With real-world examples from Big Fish, Rovio, and Supercell, we’ll show how this approach turns installs into impact and players into advocates.
The full funnel perspective: from app store to in-game experience
A game’s funnel isn’t just about user acquisition or retention; it’s the entire journey from first impression to loyal player. Think about a potential player discovering your game on the app store. Your store listing (icon, screenshots, description) is the top of the funnel. If it’s enticing and relevant, the user installs the game.
But the journey doesn’t end there. Once in-game, the player needs to find an experience that delivers on the promise and keeps them engaged. That’s the bottom of the funnel, where long-term value is generated.
Aligning the “store” and the “story” ensures that what you advertise in the app store resonates with what players experience in-game. It creates a seamless narrative: players are drawn in by a compelling hook and then delighted by the gameplay that follows.
Optimizing the store: ASO for first impressions
App Store Optimization is about maximizing your visibility and conversion on the app stores. It involves keywords, visuals, and A/B testing, all to refine how your game appears to potential players.
A well-optimized store page doesn’t just drive more installs; it attracts the right users who will stick around. Optimized listings can achieve conversion rates over 30% — far above the average, meaning small tweaks can lead to big results.
Planning a themed event or feature? Your ASO strategy should reflect it. If you’re launching a special eco-themed event, consider updating your screenshots, promo text, or even your app icon to highlight it.
Many top games already do this for seasonal holidays. Why not apply the same principle to purpose-driven content?
By showcasing a cause or mission in your store creatives, you attract players who resonate with that story. Even a subtle mention like “Help protect the rainforest!” can make a difference.
And don’t forget to test. A/B tools like Geeklab’s allow you to compare variants, for example, one that highlights an environmental message vs. one that doesn’t, so you can see what really drives conversion.
Planning your next update? Try including a purpose-driven variant. Even small messaging shifts can deliver a meaningful lift.
Another ASO opportunity: event promotion banners. Apple and Google Play now allow special event cards for limited-time content. Highlighting the in-game impact can boost visibility even further.
Data-driven optimization: A/B testing store messaging that connects
Once you’ve crafted purpose-driven creatives, the next step is to test how that message lands with your audience. Not every narrative will resonate the same way, and assumptions about what “should” work can often be misleading.
This is where A/B testing becomes essential, especially for campaigns that highlight environmental rewards like tree planting or ocean cleanup. With the right setup, you can see exactly what kind of messaging drives installs and what doesn’t.
1. Start with a focused message
Before launching a test, define the core angle of your eco-driven campaign. Are you leaning into emotional impact? Tangible real-world results? A community-driven effort?
Each of these angles can tell a powerful story, but they’ll appeal to different players. Once you’ve picked your direction, create multiple versions of your app store page that spotlight that message in different ways.
2. Test high-impact elements first
You don’t need to overhaul your entire listing. In fact, the most effective tests often start small, with a clear hypothesis.
One of the best places to begin? Your screenshots. Visual assets tend to carry the most weight in app store decision-making. Swap in an image that features your environmental reward callout. Try a version that focuses on player contribution. See what moves the needle.
Apple and Google’s native store testing tools are a good place to start, but for faster results, broader reach, and deeper insights, third-party tools like Geeklab give you more control over audience targeting, analytics, and iteration.
3. Keep it clean, keep it measurable
When designing your test, stick to one variable at a time. For example, test the presence of the sustainability message in a screenshot, not a new message and a new title.
Isolating changes makes it easier to understand what’s actually influencing performance. That’s how you go from guessing to knowing.
4. Look beyond the install rate
Install rate is important, but it’s not the only signal. Tools like Geeklab can also show you bounce rate, scroll depth, and other user behavior signals.
If users are dropping off early, your value proposition might not be hitting. If they’re scrolling deeper on one version, even with a slightly lower install rate, that could point to higher curiosity or intent, a valuable insight for future iterations.
5. Consider timing as part of the strategy
Launching around a major seasonal event or campaign? Test early.
For example, during the 2023 Green Game Jam, June’s Journey by Wooga launched “Wildlife Week,” a campaign that let players protect real-world snow leopard habitats in the Himalayas through in-game actions. The campaign generated strong community engagement and helped the game earn a featured spot on both Google Play and the App Store.
Testing purpose-driven messages ahead of a major event helps fine-tune the narrative before you go live and maximizes your window of opportunity.
6. Let data shape the story
Purpose-driven storytelling can be a powerful acquisition tool — but only if it resonates with the right audience, in the right format, at the right time.
A/B testing removes the guesswork. It turns good intentions into measurable performance. With the right setup, you can amplify what makes your game stand out — and build a store presence that connects your mission to your growth goals.
Enriching the story: environmental rewards for engagement
Once players are in the game, how do you keep them coming back?
Great gameplay is key, but increasingly, players are looking for something more. A sense of purpose. That’s where environmental rewards come in.
These rewards tie in-game actions to real-world environmental impact. Players complete a level, and a tree is planted. Or a square foot of rainforest is protected. Small actions, big impact.
Through platforms like Dots.eco, games can reward players with real-world outcomes: trees planted, habitats protected, oceans cleaned. It’s a way to turn standard achievements into meaningful contributions.
Why does this matter for your funnel?
Because it deepens emotional engagement. Modern players, especially Gen Z and Millennials, care about values and impact. They’re more likely to play (and spend) in games that reflect those values.
In fact, some campaigns with environmental rewards have seen:
- Up to 20% more first-time payers
- A 25% increase in gameplay time
- Around 18% of players share their impact certificates, creating free, organic marketing
Players don’t just like these integrations. They talk about them. Share them. And come back for more.
Want to build a stickier game experience? Give players the chance to do good, just by playing.
Case studies: purpose-driven funnels in action
Big Fish Games – Gummy Drop!
Big Fish ran a global community challenge inside Gummy Drop! that let players protect forest land in Ecuador, one gummy at a time.
The narrative was simple and sticky: match gummies, protect nature. Store creatives teased the campaign. In-game, players tracked their collective progress.
The result? Over 338,000 square feet of cloud forest protected. Players felt connected to the mission and energized by the shared goal.
Big Fish successfully aligned their store presence and in-game story, and players responded with engagement and pride.
Wooga – June’s Journey
As part of the Green Game Jam, June’s Journey by Wooga launched a purpose-driven event that allowed players to support real-world wildlife conservation, specifically, protecting 24,000 km² of snow leopard habitat in the Himalayas.
In-game, players completed themed tasks to contribute toward this goal. The campaign struck a chord with the community, combining narrative intrigue with real-world purpose. It was also featured on the App Store, further boosting its visibility and reach.
By aligning strong storytelling with a clear environmental mission, Wooga created an experience that drove player engagement, app store performance, and real-world impact, a textbook example of turning purpose into play.
Supercell – Hay Day
Supercell’s Hay Day launched “Let It Bee!” — a charming event encouraging players to dedicate parts of their farms to bee habitats.
In-game design changes supported the theme. Players earned decorations and bonuses by supporting pollinators virtually, while Supercell backed the effort by protecting 1,000,000 square feet of real bee habitat globally.
The message carried from store to gameplay to real-world impact. And it resonated with Hay Day’s high-retention community.
Why this approach works
Combining ASO and environmental rewards isn’t just a feel-good move — it’s a strategic lever across your funnel:
- Higher installs – Store pages that highlight values help games stand out
- Better engagement – Players stay longer when their actions mean more
- Increased spend – Purpose-driven offers boost purchase motivation
- Brand lift – Goodwill drives loyalty and positive sentiment
- Organic reach – Players share when their play has a real impact
Ask yourself: Is your next campaign just another update, or a chance to make a difference?
Tips for executing store-to-story campaigns
If you’re planning to connect store and story in your next event or campaign, here are some key takeaways:
- Coordinate early between marketing, ASO, and product teams.
- Update store creatives to match your in-game event.
- A/B test cause-based messaging using tools like Geeklab.
- Close the loop by showing players their real-world impact.
- Celebrate results publicly to boost brand visibility.
Conclusion
From first click in the app store to lasting loyalty in-game, the player journey is full of opportunities to surprise, delight, and inspire. By aligning ASO with environmental rewards, studios can offer something unique: entertainment with a purpose.
Studios like Rovio, Big Fish, and Supercell are showing that purpose and play can go hand in hand, and that this approach drives results across every part of the funnel.
So, whether you’re planning your next seasonal event or looking to stand out in search results, consider adding a little meaning to your messaging. Your players and the planet will thank you.
