Last Updated on July 23, 2024
Right now, China’s mobile app market includes 1.09 billion internet users out of the country’s 1.4 billion total population. The prevalence of Chinese mobile users allowed the segment to earn $52 billion in 2023 alone.
These impressive figures have made the Chinese market more desirable to international gaming app publishers. However, the real dilemma lies in the reality that the Chinese app market operates in a distinct landscape, especially with the Great Firewall policy.
With options like Google Play Store restricted, foreign mobile app developers must learn to localize their gaming content if they want to reach more Chinese users.
In this post, we’ll discuss the ins and outs of App Store Optimization (ASO) in China. We’ll also touch base on the importance of this process for launching new mobile games on Chinese app stores.
How Important Is App Store Optimization (ASO) in China?
Similar to typical search engine optimization strategies, ASO in China involves incorporating relevant keywords into your mobile app listings. It’s a method executed to help your content appear at the top of the app store search results when users try to find specific industry-related terms.
Most of China’s app stores operate with advanced algorithms, so these target keywords are automatically captured from the listing’s content. The system implements specific ranking factors and detects keywords through elements like app name, app category, app description, app reviews, app subtitles, etc.
When the Chinese app store optimization is done well, this strategy can generate more organic traffic to your listings and trigger an increase in app downloads. Properly executing this strategy can also give international apps a positive brand image and improve local visibility.
7 Best Tips for a Successful Chinese App Store Optimization
1. Localize Your App Store Listing for Organic Search
Regardless of your offerings, brand localization is a top priority when optimizing for Chinese app stores. And while this process goes beyond mere translations, you must remember that your target audience is most probably searching using Chinese characters.
Various app stores in China tend to prioritize listings published in the local language. Because of this, we recommend translating all content, from titles, descriptions, texts inside images, error messages, and feedback requests. Leaving anything out could risk your app getting deleted or getting skipped altogether.
Clash of Clans with a fully localized Apple App Store Listing in China
● Simplified Chinese or Traditional Chinese Language?
When optimizing for local app stores, you can choose from two types of local language variations: Simplified Chinese or Traditional Chinese Taiwan. The spoken and written language in some regions vary, so it’s important to identify the demographic you intend to reach.
It’s also worth noting that if you’re targeting Chinese Millennials and Gen Z consumers, they may be more keen on searching for keywords written in simplified characters.
Beyond Chinese characters, don’t forget that the language also includes distinct expressions and slang. To avoid mishaps during your localization process, we recommend working with a native speaker or an agency with professional translation services.
● Revising Your App’s Important Metadata
When entering the Chinese market, one of the first things you might ask is if you need to change the app title. The answer to this question is a bit tricky, especially given that many popular games like Subway Surfer and Angry Birds are changing their titles to suit the search behavior of Chinese users.
However, phonetic translations of some mobile games often don’t appeal to the local public or have a negative meaning in Chinese. Some game publishers usually choose new app names that resonate with their brand when this happens.
In some cases, global apps still use the phonetic translation of their brand name and include English characters in the title. This method ensures that your strategies for keyword optimization and user acquisition align with one another. It means your app will still appear, regardless of which title was entered.
Games in Local App Stores With Local and English Titles
Descriptions also matter a lot in local app stores. Beyond finding the right keywords, users prefer shorter paragraphs when it comes to the applications they want to download.
To keep potential audiences engaged, display interesting features of your game through bullet points. This way, the user can easily consume the information.
This section can also include the brand’s social proof, such as game awards achieved or the total number of players throughout the years. Including these details on your app’s metadata improves credibility and allows you to rank in industry-specific keywords.
Game Descriptions for “Cut the Rope 2” in Chinese and Western App Stores
2. Finding the Most Relevant Chinese Keywords
The best search engine optimization practices often start with thorough keyword research. When doing it, you can ask yourself what terms users enter when searching for mobile games.
You can find these keywords through local search engines like Baidu, Bing, or Shenma. Related terms are often recommended within the search result pages or via predictive text in the search bar.
Example of Finding Related Keywords on Baidu
Meanwhile, most of China’s app stores will provide publishers with some keywords derived from the metadata and listing details they already provided. These terms can be the starting point of your keyword research.
You can also rely on keyword research tools like the Baidu Index to find terms that’ll help improve your app’s ranking. However, always keep in mind that targeting generic keywords with high search volume won’t be as effective as you think, especially in competitive industries.
New games have higher chances of ranking in low-competition keywords and long-tail terms included within the app’s descriptions. These keywords can also be found in positive reviews, as these are the words often searched for by regular users.
3. Publish on Multiple App Stores
Unlike the Google Play Store, the Apple App Store holds a strong foothold in China’s app market. According to Statista’s 2022 report, the platform accounts for 57% of the total number of apps published in China.
This impressive figure is hardly a surprise for market enthusiasts, primarily since Apple now covers 17.3% of mobile phone users in the country in 2024. Considering this massive user base, it’s a platform game developers and publishers can’t skip when marketing in China.
On the other hand, your options for Chinese Android app stores are Tencent My App Store, Huawei AppGallery, Oppo Software Store, VIVO App Store, Samsung App Store, 360 Mobile Assistant, and many more. We recommend utilizing multiple Chinese Android app stores when conducting ASO in China to reach a wider audience and improve your app’s visibility.
4. Adjust Your Creative Assets
First of all, your logo and app icon represent the game’s branding. It’s one of the first digital assets your target users will see when they search for keywords related to your mobile game.
If you notice, even the top games in the Chinese market feature popular game characters in their mobile app icons. Why? Because it appears everywhere, from the predictive search bar and homepage recommendations to the search results pages.
List of Top Mobile Apps in China Apple App Store
Looking at the top app list above, you’ll notice that the majority of game titles included in the ranking feature in-game characters. Meanwhile, other apps use logos with initials to make their icon easily recognizable from the user’s perspective.
Unlike in Western app stores, color schemes are important in China. For example, if you look at apps associated with shopping or e-commerce (e.g., Little Red Book, Pinduoduo, etc), the icons typically include the color red. This color often relates to money and prosperity in local culture.
Screenshots of Pokémon Quest on the Apple App Store
Beyond descriptions, the screenshots provided in local app stores also differ from those in the West. Most of them are very bright and eye-catching, with bold, customized texts. Generally, you’ll need around five to six images to showcase app previews and interface.
If your game includes animals or creatures like dragons or pandas, choosing them as your app’s icon can help local users resonate with your content more.
5. Initiate User Engagement Through App Reviews & Ratings
Regardless of whether we’re talking about iOS users or Android users, the simple reality is that Chinese people value recommendations from their peers when it comes to their patronage and purchases.
As previously stated, posted reviews also affect rankings for specific keywords and how your listing appears on search results. It reflects positive terms and ratings that make your application credible and high-quality.
While you can encourage users to leave app reviews, manipulating this feature can result in penalties. Platforms like OPPO and Huawei impose strict guidelines against abusing this feature, with the latter even implementing a daily review limit even from genuine users.
Feedback and Ratings for Honkai Impact 3 on the Apple App Store
Some app stores feature the best and worst feedback from users who downloaded the app. This allows developers and publishers to engage with their audience and offer solutions to their complaints (if there are any).
6. Utilize QR Codes for Social Networking Pages
Animated visual QR codes are very popular among game applications. Many developers and publishers use this feature to lead users to the game’s official social media channels, physical merch stores, or websites.
These QR codes can also be handy when users directly visit your brand’s official website. Scanning these codes redirects them to the game’s official app store installation page.
7. E-Wallet Integrations for In-App Purchases
Almost every Chinese app utilizes WeChat and Alipay. Thus, it would be extremely wise to do the same if you plan to sell on your mobile application. These forms of payment give Chinese users a feeling of trust and security, and they will be more willing to make in-app purchases for products and services.
You can manage your payments from one screen and also take advantage of QR codes. Selling something within your app also increases its visibility, as in-app purchases are indexed by app stores.
Quick Q&A
What is the most popular app store in China?
Excluding the Apple App Store, the most popular app store in China is Huawei AppGallery. The platform holds a 44% market share of the whole app store segment in the country. It’s followed by Oppo Software Store (19.69%) and Vivo App Store (17.22%). Fifth on the list is the platform backed by a local tech giant, Tencent My App Store (16.39%).
Your Trusted Online Game Marketing Partner in the Chinese Market!
App Store Optimization (ASO) in China is an excellent strategy for increasing local recognition and expanding existing audiences. When executed correctly, it can yield conversions for your game and drive in-app purchases in the long run.
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At Sekkei Digital Group, we understand that app store optimization is a long-term investment of effort and resources. With our extensive industry knowledge and experience, we can help your game effectively reap the benefits of this strategy.
Whether you’re doing keyword research or promoting your game on social media, we have all the digital solutions you need. Contact us now, and let us help you create your ASO strategy for China.
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