About Star Stable mobile game
Originally launched as a web game in 2012, Star Stable Online is an adventure game that allows players to ride and care for their own horses, embark on quests, and participate in competitions. The game was introduced on iOS for mobile users in February 2022.
KATIE STEGS HEAD OF PRODUCT MARKETING AT STAR STABLEAppAgent has been a sensational partner. Their team is intelligent, easy to work with, and consistently delivers value. Their passion and enthusiasm to help us improve really shone through in the working relationship.
The Brief
Improve store conversion on the App Store by appealing to a new audience, focusing on enhancing the Browse conversion rate.
The Solution
The journey began by developing a strategic testing plan and engaging in extensive market research to gain insights into the target audience. This analysis guided the framework for asset production, each of which was designed to align with player motivations and visual preferences.
Over 6 months, we conducted around thirty tests to find the most effective approach to attract a new audience. Our successful icon experiment and the addition of new screenshots contributed to the increased conversion rate. We also introduced an in-app event to occupy more space within the search.
In parallel, we researched and updated the metadata to amplify visibility and enhance visual comprehension, particularly in relation to high-traffic keywords such as “horse,” “horses,” and “horse game.” To expand our reach, we introduced a new localization (English – UK) and utilized the “Mexican Hack” to include additional English keywords in the Mexican metadata.
AppAgent’s Conclusion
“We established a dynamic production framework that allowed us to test every single day. Our efforts, including updating the App Store visuals and improving rankings, resulted in an overall increase in conversion rate in the US by 54% and in the App Store Browse by 50%. We also delivered diverse assets for continuous post-collaboration testing. In addition, we elevated the game’s positioning from 4th to 1st for keywords like ‘horse’, ‘horses’, and ‘horse games’ which led to more organic traffic from search.”
Frequently Asked Questions
What was the main goal of the Star Stable Online project?
The goal was to improve App Store conversion, with a specific focus on Browse conversion rate, by refreshing store visuals and metadata so the game could appeal to a new audience on iOS, while still staying true to the Star Stable brand.
How did AppAgent manage to increase iOS conversion rate by 54% in the US?
Over a period of six months, we ran around thirty structured tests across icons, screenshots, and in-store messaging. A successful icon experiment, new screenshot sets, and an in-app event that took more visual space in search all contributed to a 54% increase in overall iOS conversion rate in the US and a 50% uplift in Browse conversion.
What kind of testing framework did you use for the App Store assets?
We created a strategic testing plan supported by a continuous production workflow, allowing us to run tests on a daily basis. Market research and audience insights informed each new variant, while results from each test fed back into the asset backlog, ensuring that new icons, screenshots, and layouts were always aligned with player motivations and visual preferences.
How did keyword and metadata optimization help secure top rankings for “horse” and “horse games”?
In parallel to visual testing, we researched and updated the metadata to improve visibility and clarity around high-traffic queries like “horse,” “horses,” and “horse game.” We also added a new English (UK) localization and refined keyword coverage. Together, these steps helped move Star Stable Online from 4th to 1st position for these terms, which led to more organic traffic from search.
What is the “Mexican Hack,” and why was it used here?
The “Mexican Hack” refers to using the Mexican App Store locale to include additional English keywords in the metadata. For Star Stable Online, this was a way to expand English keyword coverage beyond the primary locales and capture more relevant search traffic without changing the core brand messaging.
How were store visuals adapted to attract a new audience?
We began with extensive market research to understand the new audience segment and their preferences. That analysis informed a framework for asset production: icons, screenshots, and event imagery were all designed to reflect player motivations (adventure, horses, exploration) and the visual style that resonates with that audience, while remaining recognizably Star Stable.
What was the main risk when changing store visuals for Star Stable Online?
The main risk was shifting the game’s positioning too far from its existing audience while trying to attract a new one. Through structured testing, each visual change was validated against real user behavior, ensuring that improvements in browse conversion did not come at the expense of brand consistency or player expectations.
How long did the optimization process take, and what were the key outcomes?
The core ASO initiative ran for about six months, during which we conducted roughly thirty tests. By the end of this period, Star Stable Online saw a 54% increase in iOS conversion rate in the US, a 50% uplift in Browse conversion, and top ranking (1st place) for key high-volume terms like “horse,” “horses,” and “horse games.”
How did six months of continuous testing improve Star Stable Online’s App Store performance?
Because each test fed the next one. A winning icon pointed to a new screenshot direction, which revealed a better messaging angle. Over thirty experiments, those small learnings stacked up, ending with a 54% increase in iOS conversion rate and 1st place for “horse” and “horse games”.
What can other established online games learn from this case?
The Star Stable Online project shows how a structured ASO strategy—combining audience research, continuous creative testing, and thoughtful metadata work—can significantly move the needle even for an already well-known IP. For web-first or long-running games coming to mobile, investing in systematic store testing and keyword optimization can unlock substantial gains in both conversion and organic discoverability.
What is the biggest App Store challenge when bringing an established web game to mobile?
The main challenge is adapting store visuals to attract a new mobile audience without shifting the positioning too far from what the existing core player base expects. A structured, continuous testing framework ensures improvements in conversion don’t break brand consistency.