How a dormant game grew installs by 27%
Key Takeaways
Simplified screenshot flow + clearer storytelling to surface core value faster
By aligning visuals with player motivation (relaxation), the game increased retained installs by +27.7% and first-time installers by +27.1%
The Challenge
The game was no longer in active development and risked a gradual decline in installs.
While it still received traffic, the screenshot set wasn’t doing enough to convert visitors. A deeper teardown revealed a few key issues:
Gameplay shots felt repetitive, with no clear focal point
Screenshot flow was too long and followed a linear progression story
Core features weren’t highlighted early
Visual tone didn’t align with the main player motivation: relaxation and calming gameplay
These issues likely made visitors scroll past without engaging — a critical loss point in the install funnel.
Solution
Simplify the story flow
The sequence was restructured to communicate the core experience faster, reducing unnecessary steps and focusing on what matters most.
Highlight key gameplay moments
Screens were tightly cropped and zoomed into impactful moments to make the gameplay instantly recognizable.
Make headlines scannable
Short, high-contrast text was introduced to guide users through the experience without overwhelming them.
Align visual tone with motivation
The overall composition and framing were refined to feel clean and calming, matching the expectations of players seeking a relaxing experience.
Results
After a 28-day A/B test on Google Play, the redesigned set delivered +27.7% increase in retained installs
Key Learnings
Clarity beats complexity
Users engage faster when they immediately understand the gameplay.
Focus drives attention
Tighter crops and intentional framing outperform cluttered, unfocused visuals.
Match intent, not just features
Aligning visuals with player motivation (e.g. relaxation) increases relevance and engagement.
Next Steps
The winning set was used as base for localized listing.
Summary
A screenshot redesign isn’t just about new visuals — it’s about telling a story that converts curiosity into action.
0 likes · 12 views · Jun 9, 2026
Redesigned game screenshots to increase installs by 27.7%.
