Visual ASO of Mobile Games 2025

Visual ASO of mobile games takes center stage in 2025: visual elements have become a crucial tool for attracting and retaining users. Players expect not just high-quality graphics, but an instant emotional response from the very first seconds. Visual optimization is not just a beautiful wrapper but a critical factor influencing conversion, LTV, and meeting user expectations.

In apps, a user can forgive a minimalist interface in favor of proper functionality. In mobile games – never. Here, visuals must capture attention from the first second: motivate installation, spark interest, and instantly immerse the user in the game’s atmosphere.

A key feature of visual optimization for mobile games is the importance of aligning user expectations with what we show. Game users seek emotional engagement and immersion in fictional worlds where entertainment comes first. Meanwhile, users of non-game apps choose them to solve everyday tasks and meet practical needs.

Visual optimization includes:

• Icon
• Screenshots
• Video preview

All elements must be carefully considered, using modern trends and continuously testing hypotheses to find the best solutions for our target audience.

The last point is not mandatory during optimization, but can sometimes significantly affect conversion. As for visual element optimization, you can find the main approaches here. However, let’s now discuss visual optimization specifically for mobile games.

The first topic to address is game genres. They define not only the textual metadata, keywords, and user queries but also dominate when it comes to visual elements, color schemes, the presence or absence of focus captions, and other visual aspects.

Game Genres – the Key to Visual ASO

Currently, the most downloaded mobile game genres globally are:

Simulation

The mobile simulation genre encompasses games that simulate real or imaginary processes, enabling users to control and observe them. It is one of the most diverse and popular genres on mobile platforms.

Life and career simulators – the user plays the role of a character, managing their actions, career, relationships, and other aspects of life.
Examples: The Sims Mobile, Job Simulator, Mother Simulator

Business and management simulators aim to help users grow a business, earn resources, and scale their operations.
Examples: MONOPOLY GO!, Idle Airport Tycoon, Hotel Empire Tycoon

Construction simulators – building and managing a city or infrastructure.
Examples: SimCity BuildIt, City Island, Township

Transport simulators – controlling transport, often with realistic driving or logistics.
Examples: Flight Pilot Simulator, Bus Simulator, Train Station 2

Farming simulators – animal care, crop cultivation, and farm expansion.
Examples: Hay Day, FarmVille 3, Family Farm Adventure

A few facts about the genre:

• Simulation #1 by downloads in 2024
• 9.8 billion downloads
• Download growth: +0.4%, IAP revenue growth: +8.8%
• Accounts for 20% of all downloads and 7.4% of IAP revenue

Puzzle

This genre presents logical challenges that require thinking, attention, and strategic thinking. These games often don’t require haste and are ideal for relaxed gameplay.

Match-3 and match-swap games – players match same-colored elements to clear the board.
Examples: Candy Crush Saga, Gardenscapes, Royal Match

Physics puzzles – games based on laws of gravity, inertia, friction, etc.
Examples: Brain It On!, Cut the Rope, Happy Glass

Word and logic games – word games, crosswords, thinking tests, and riddles.
Examples: Wordscapes, Blockudoku, Brain Test

Sorting and classification – players sort objects by color, shape, or other traits.
Examples: Water Sort Puzzle, SortPuz

Associations and matching – find identical or related objects.
Examples: Match Pair 3D, Mahjong, Find Out

A few facts about the genre:

• Puzzle #2 by downloads in 2024
• 9.7 billion downloads
• Downloads down: -3.0%, IAP revenue up: +14.0%
• 20% of all downloads, 14.9% of IAP revenue

Arcade

Simple, fun gameplay, short sessions, and fast reaction characterize arcade games. They often use endless levels where the goal is to score as many points as possible.

Platformers and runners – players guide characters over obstacles and collect bonuses.
Examples: Subway Surfers, Temple Run, Super Mario Run

Arcade racing – fast, dynamic racing with simplified physics.
Examples: Crazy Taxi Classic, Traffic Racer

Music and rhythm games – tap in rhythm with the music.
Examples: Magic Tiles 3, Beat Saber, Piano Tiles

Combat and fighting – fast-paced battles, often with cartoon graphics.
Examples: Brawl Stars, Dan the Man

Mini-games – short, often single-level games where the goal is a high score.
Examples: Stack, Helix Jump, Flappy Bird

A few facts about the genre:

• Arcade #3 by downloads in 2024
• 9.6 billion downloads
• Downloads down: -12.5%, IAP revenue down: -22.6%
• 19% of downloads, 2.0% of IAP revenue

Lifestyle

Games in this genre are often related to daily life, fashion, design, pets, and social interaction. These are entertaining simulators focused on style, emotions, and self-expression.

Fashion and makeup games – users create styles, apply makeup, and dress up characters.
Examples: Project Makeover, Super Stylist, Makeup Kit

Interior design and decor – players decorate rooms, apartments, and houses in different styles.
Examples: Design Home, Redecor, Home Design Makeover

Virtual pets and care – caring for pets, playing with them, completing tasks.
Examples: My Talking Angela, Cat Life, Pet City 2

Communication and dating simulators – games in the format of interactive stories where players choose how the plot unfolds.
Examples: Episode, Love Island, My Story

A few facts about the genre:

• Lifestyle #4 by downloads in 2024
• 4.0 billion downloads
• Downloads down: -10.0%, IAP revenue up: +51.4%
• Share: 8% of all downloads, 2.5% of IAP revenue

Action

The action genre includes dynamic games where reaction speed, coordination, and real-time control of the character are key. Often includes battles and obstacle navigation.

Fighting and arcade action – fast-paced battles with minimalist graphics.
Examples: Shadow Fight, Vector, Stickman Warriors

Action-adventure and platformers – level completion with traps and enemies.
Examples: Jetpack Joyride, Ninja Arashi

Sandbox with action elements – user-generated content or social interaction in an action environment.
Examples: Roblox (in action mode), Among Us

A few facts about the genre:

• Action #6 by downloads in 2024
• 2.4 billion downloads
• Downloads down: -7.9%, IAP revenue up: +46.0%
• Share: 5% of all downloads, 4.4% of IAP revenue

Shooter

Shooters are games where the core mechanic is shooting enemies. Divided into first-person and third-person, arcade and tactical.

FPS / TPS (first and third person) – players engage in PvP or PvE battles, often multiplayer.
Examples: Call of Duty Mobile, PUBG Mobile, Free Fire

Battle Royale – players fight in survival mode on a large map until one remains.
Examples: PUBG Mobile, Fortnite, Apex Legends Mobile

Tactical and team shooters – teamwork, strategy, and quick decision-making.
Examples: Critical Ops, Tacticool

A few facts about the genre:

• Shooter #7 by downloads in 2024
• 2.4 billion downloads
• Download growth: +1.5%, IAP revenue growth: +3.4%
• Share: 5% of all downloads, 5.3% of IAP revenue

Strategy

Strategy games require players to plan, make decisions, and manage resources. Can be real-time (RTS) or turn-based (TBS), with a focus on base development, territory capture, and warfare.

4X and war strategies – players explore the map, expand their empire, exploit resources, and wage wars.
Examples: Rise of Kingdoms, State of Survival, Top War

Card and tower strategies – a mix of strategy and fast reaction, players place units or cards for attack and defense.
Examples: Clash Royale, Rush Royale

Tactical turn-based strategies – focus on turn-based battles where hero placement and action order matter.
Examples: Fire Emblem Heroes, Hero Wars

Economic and management strategies focus on developing the economy, achieving income balance, and enhancing infrastructure.
Examples: SimCity BuildIt, Pocket City (also a partial simulator)

A few facts about the genre:

• Strategy #8 by downloads in 2024
• 2.1 billion downloads
• Download growth: +14.5%, IAP revenue growth: +16.2%
• Share: 4% of all downloads, 21.4% of IAP revenue (second place by revenue!)

Tabletop

Mobile adaptations of board games – from classic card and board games to new formats. Often includes multiplayer and asynchronous mechanics.

Classic board games – mobile versions of well-known board games, often with online multiplayer.
Examples: UNO!, Monopoly, Ludo King

Card games and puzzles – single-player games with traditional mechanics.
Examples: Solitaire, Mahjong, Skip-Bo

Memory and focus games – develop concentration and memory.
Examples: Dominoes, Memory Match

A few facts about the genre:

• Tabletop #5 by downloads in 2024
• 2.6 billion downloads
• Downloads down: -7.3%, IAP revenue up: +1.1%
• Share: 5% of all downloads, 1.8% of IAP revenue

Mobile Game Icons

A key feature of visual ASO for mobile games is that icons usually depict part of the gameplay or a game character. It's rare to find a game where the icon is purely branded, except for Roblox, which is an exception here. But sometimes, when it comes to popular games, the character itself becomes the brand – take a look at Coin Master, Royal Match, and Monopoly GO.

There are pretty obvious trends in how the game genre influences the icon:

Typically, game icons use characters, key game symbols, or parts of the gameplay.

The genre influences nearly everything in our visual element strategy because it dictates user interests and expectations. A Sudoku fan has completely different visual preferences from a battle royale enthusiast.

Each genre has its visual traits and style. In ASO, it's crucial to select icons, screenshots, and videos that match the theme and mechanics of the specific genre — this helps attract and retain the right audience.

Don’t forget about localization: visual preferences and the perception of color, fonts, or characters can vary significantly by region. Constantly adapt visuals to the cultural characteristics of the target country.

Screenshots and Their Optimization

Screenshots – these visual elements must reflect the gameplay. They should be designed to introduce the game, so when a user scrolls, they see all the most exciting and vibrant content without losing the game context. Use focus captions and CTAs to tell a brief story. Visual ASO of mobile games involves regular A/B testing of screenshot variants to determine which visuals most effectively motivate users to download and install the game.

Looking at the mobile game category helps to see the big picture – how screenshots are designed, whether focus captions are present, and which colors dominate. Visual Comparison by ASOMobile is all about this – study your competitors and take notes.

The genre also plays a key role here, as it defines aesthetic expectations. Horror games typically employ dark tones, gothic fonts, and other characteristic elements.

Casual games and puzzles – bright, simple plots, contrasting colors and designs, inviting and motivational captions (or no text at all).

Screenshot orientation is also influenced by gameplay. Horizontal screenshots are typically used only in mobile games; in apps, they are relatively infrequent. Apps are designed for quick, one-handed use – no one wants to rotate the device and interact with it using both hands. The very concept of how we spend time in games and apps differs: quickly solving tasks integrated into life versus spending free time immersed in a game.

Video Previews and Visual ASO of Mobile Games

Video — this visual element is most often used specifically for mobile games. This is due to the dynamic nature of games themselves. A calculator app and a game about saving an empire from alien invaders will have drastically different video content and pacing.

That’s why video previews for mobile games are a key element of visual ASO optimization, especially in competitive genres.

Why it matters:

• A preview helps demonstrate gameplay, which is especially valuable for hyper-casual and action games where dynamics matter more than text
• It boosts conversion: users are more likely to install when they understand what to expect
• It sets expectations: shows atmosphere, graphic style, mechanics, and unique features

Current trends:

• Short videos (10–30 seconds) with an engaging start in the first 3 seconds
  Vertical format tailored for Stories and Reels
• Minimal or no text — to be understandable in all languages
• Dynamic and realistic gameplay footage, without exaggeration — users don’t forgive misleading previews

You can take a look at several good examples of video previews that follow the latest trends:

Subway Surfers

• Format: Vertical, dynamic
• First 3 seconds: Immediately shows running, jumping, and obstacles
• Highlights: Bright colors, minimal text, focus on endless runner gameplay

The user instantly understands the mechanics: run, avoid obstacles, collect coins.

Clash Royale

• Format: Originally horizontal, now often adapted to vertical
• First seconds: Fast battle demo between characters
• Highlights: No extra clutter, clear focus on tactics, and competitive edge

The video instantly sparks excitement – you want to jump into battle.

Royal Match

• Format: Vertical
• First 3 seconds: Shows a complex but spectacular combo
• Highlights: Dynamic animations, short phrases like "Rescue the King!" (without overwhelming text)

The user notices that solving puzzles yields visually impressive results.

Call of Duty: Mobile

• Format: Alternates between horizontal and vertical depending on the platform
• First 3 seconds: Epic shooting and special effects
• Highlights: Focus on graphic quality and intensity

Creates a “wow” effect right away, justifying the large app size.

Gardenscapes

• Format: Vertical
• First 3 seconds: Problem + start of solution using match-3 elements
• Highlights: Emotional hook — user wants to help the characters

The video draws the user into the storyline and offers an easy way to help (solve a puzzle).

Successful video previews always quickly convey the essence of the gameplay, do so brightly and clearly (even without sound), and immediately trigger emotions - excitement, curiosity, or the desire to rescue, build, or win.

Sometimes, the visual design alone can make us install a game, even if we were looking for something completely different. Agree?

Effective Visual ASO of Mobile Games: Key Takeaways

In 2025, visual ASO optimization of mobile games is not just a matter of presentation, but a strategic tool that directly impacts installs, retention, and monetization. With growing competition and increasing user expectations, visuals must be compelling from the very first second.

Genre is the foundation of the visual strategy.
Each genre defines its visual codes, including color palette, composition, text style, and dynamics. Understanding the expectations of your target audience within a specific genre is crucial for accurately visualizing the product.

Gameplay and emotion are at the center.
Icons, screenshots, and videos should not only showcase the game but also trigger an immediate emotional response — one that evokes interest, excitement, a desire to help, or a desire to win. The faster a user connects with the gameplay, the higher the chance of installation.

Testing is a required part of the process.
There’s no universal formula: visual elements must be tested regularly. A/B tests help identify the optimal icons, screenshot order, text, and video style. Even minor changes can boost conversion by dozens of percentage points.

Localization matters
Even if the gameplay isn’t language-dependent, visuals are perceived differently in different regions. Colors, fonts, and cultural codes — all influence the decision to install. Consider local nuances when adapting your visuals.

Visual optimization is a continuous process, not a one-time task. Only with systematic work on visuals can you achieve steady growth in installs and user loyalty. Utilize analytics, test hypotheses, and tailor your approach to your genre, and your visuals will truly drive installs.

Optimize and succeed 💙