Case studies

Real results from publishers who put an agent on their listing.

Adobe, Wildlife Studios, Alibaba and more use PressPlay to generate, test and ship winning store-listing variations at a velocity no manual ASO team can match — and the numbers prove it.

Wildlife Studios

Game Portfolio

Situation

Wildlife Studios needed to scale ASO testing across their game portfolio efficiently.

Solution

Deployed PressPlay's automated A/B testing powered by Generative AI to test hypotheses at scale.

Results

24% increase in conversion rate for this title
12 million additional projected installs
168 experiments deployed in under 2 months
322 different variations tested

322

Variations tested

24%

CVR increase

GenAI wins

“The automation and intelligence of the system exceeded our expectations, establishing a new benchmark for efficiency in app store optimization.”
Renan Santos
User Acquisition Analyst, Wildlife Studios

Alibaba Group

Taobao

Situation

Taobao's expansion into Southeast Asia and the Middle East required tailored ASO strategies across multiple markets, with local competitors iterating rapidly.

Solution

Partnered with PressPlay to build a scalable, data-driven optimization process with multivariate testing and dynamic termination of underperforming tests.

Results

11% conversion rate improvement in this campaign
Testing cycle reduced from 2–3 weeks to 7 days
9% CVR improvement in Hong Kong with localized banners
Market-specific content for Chinese festivals, Black Friday, and Ramadan

3→1

Weeks per cycle

11%

CVR increase

HK market lift

“A robust localization strategy and A/B testing framework successfully contributed to Taobao's outstanding performance during the 618 period. This collaboration not only enhanced visibility, downloads, and user conversion rates but also laid a solid foundation for Taobao's long-term business growth.”
Taobao Team
International Growth

Lockwood Publishing

Avakin Life

Situation

Avakin Life needed to optimize their store presence across multiple languages while maintaining brand consistency.

Solution

PressPlay's generative AI automated their entire ASO testing workflow, running parallel experiments across all markets.

Results

Up to 55% increase in conversion rate
Leveraged PressPlay's generative AI for asset creation
Reduced ASO operational overhead significantly
Discovered optimal creative strategies through AI-powered testing

110

Experiments run

55%

CVR uplift

100+

AI icons created

“Phiture's PressPlay has been instrumental in scaling our experimentation efforts and deepening our understanding of how to effectively communicate our brand to players. Their fine-tuned AI model is producing results so close to our art style that we're asking ourselves where else we can leverage this in Avakin Life's marketing strategy.”
Ouni Kwon
Senior Marketing Director, Lockwood Publishing

Lion Studios by AppLovin

Found It!

Situation

Lion Studios needed to optimize Found It! globally while maintaining testing velocity.

Solution

Leveraged PressPlay to run over 100 experiments in just six weeks, testing across all key markets simultaneously.

Results

20% global install lift
600,000 projected annual installs increase
Over 100 experiments in six weeks
Optimized performance across all major markets

6 wks

Rapid testing

20%

Global lift

600K

Annual installs

“PressPlay enabled us to achieve a 20% global install lift, translating to 600,000 additional installs annually. The testing velocity is unmatched.”
Lion Studios Team
Publishing Team

Adobe

Document Cloud Apps

Situation

Adobe needed to scale ASO testing across 15 Tier 3 localizations for Acrobat Reader and Adobe Scan while maintaining brand consistency and adapting to local preferences.

Solution

Deployed PressPlay's AI-powered A/B testing to generate and test localized variations at scale, with a smart AI assistant that learns from previous experiments.

Results

233% overachievement vs. target in 6 months
337,000 additional installs from optimizations
Scaled from 5 to 39 experiments per app
23 winning variations identified
AI automatically generated icons, feature graphics, splash screens & descriptions

233%

Target overachieved

337K

Installs gained

Experiments/app

“PressPlay has significantly increased the number of experiments — due to early kill rules we terminate anything that's not promising. The AI learns from each test, understanding that contextual localization, action-oriented language, and market-specific tone are key to success.”
Becke Broadbent
Senior Product Manager DC Apps

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