This month, Mickey Mouse marks its 90th th anniversary so Disney apps celebrate. As such, it's the perfect time to look at App Store optimization for one of their apps. For this week's App Store Spotlight, we visit the "Disney Magic Kingdoms" app and see if ASO has enough magic to fly.
On the Apple App Store, "Disney Magic Kingdoms" is the # 15 th Top App in the Family Section. In search, it is the best app for "Disney games", including variations like "Disney Games for free" as well as "Magic Kingdom" and its variations. It is also high for terms associated with Disneyland, the third highest for "Disneyland Explorer" and "Disneyland maps free" and 4 th highest for "Disney Park."
Interestingly, while it is high for terms related to Disney games and parks, it's 1
Creatives : The app begins with a video showing what the app has to offer, for example, collecting Disney characters and building the park. It comes with good music and text that tells users exactly what they are from the app.
The following screenshots show different aspects of the app, accompanied by exclamation text and a recognizable Disney character. However, it only uses five of the ten permissible screens. While the five users are effective in showing how the app looks and what it has to offer, it has the space to show even more features, such as the missions and special events. Each screen helps to provide more information about the app and helps to appeal to users so that each one is used. Self-imaging images that are not immediately visible are important as they are useful for targeted search ad campaigns. Of course, it is equally important that the first screens that are visible are effective and appealing as they are the users who will see while browsing the App Store and when they first look at the app page.
Title and subtitle : The app's title, "Disney Magic Kingdoms" and the subtitle "Build Your Own Magical Park" contain both key keywords, such as "build", "park" and of course "Disney ". 21 and 27 characters, the title may fit into nine characters worth of keywords, but the subtitle does not have much space to add more to the 30 characters allowed by the app. The subtitle also makes it clear what the app allows users to do so it's effective both to provide a quick overview and use of keywords.
Description: The app's description starts by talking about the new "classic costumes" for the characters, according to the 90 th anniversary celebration. After this, the rest is a cover page that provides a very quick overview of what the app has to offer before it goes into the functionality sets.
There is room to expand here as it can talk more about the different characters that users can collect, the park attractions they can build and the types of assignments they can continue. Although the description is correct for the Apple App Store, it can still provide more information on a few short lines.
It uses some short lists of feature sets, with header and bulletin entries that are divided into the app's features. This is a great way to format app descriptions, as it's easy to read and provides information about everything it has to offer in a way that users can quickly absorb. It also integrates the keywords throughout the description, which are useful for search ad campaigns.
On Google Play, "Disney Magic Kingdoms" is the top ranked app under "Disney Games" as well as variations like "free Disney Games" and "Kids Games Disney". It is also rated as the top app for "magic kingdom" and "magic kingdoms" while maintaining high rankings for similar terms, such as "kingdom hearts" (# 9) and "store Disney Parker" (# 5). Unlike the iOS counterpart, the ratings for the "Disneyland" terms are not as high as it is 21 st rated the app for "Disneyland lines" and "Disneyland California." There is also 23 app under "build" and 156 th under "collect", although it does not stand better for longer-tail terms like "collecting cartoon characters" (# 10).
Also, remarkable is that while the iOS version is ranked in the 100's for "Disney," the app is the 9 th highest app for the current term on Google Play.
Creatives : The video and first Five screenshots on Google Play are identical to those in the iOS version. It includes a sixth screenshot, but it is presented without calling text or context and simply shows more buildings in the app. As such, it's unclear which function it should mark or what users can get out of it, so a line like "Build Disney Park Attractions" can improve efficiency.
 As with the iOS ads, they are all visually engaging and highlight the app's features, but there is room for more of them.
Description and Metadata : The description for "Disney Magic Kingdoms" is short, just a few lines that tell users to embrace their inner children and build the park. It does not dive into the features of the app or what it can offer and let it go up to the features. As in iOS, it lists each of the features with a header and bulleted list, which is good for ASO and readability.
On Google Play, descriptions should start each line and phrase with relevant keywords. The app "Disney Magic Kingdoms" sometimes does, but usually integrates the keywords in the middle of the sentences, for example, where it says "Features attractions from Disneyland Park" or "Share special moments with Mickey Mouse." As a result, it does not stand up for the keyword "Mickey Mouse", apart from being the ninth highest app for the "mickey mouse clubhouse."
Although the features that are useful, the description should still take time to sell the app to the users before that. If the description should dive more into what users can do, such as "collecting characters" and "building a park," it can improve their rankings for those keywords while it appeals to users looking for an app with these features.
The app "Disney Magic Kingdoms" has good App Store optimization for the most part, but there are places where it could be better. Success in using iOS keywords in title and subtitle, appeal of their video and screenshots, and descriptions formatted in an easy way to read. There are only areas in each of them where there is still room for improvement.
While the screens it has is effective at both stores, it allows more that it is left unused. Similarly, while the bulleted lists work well for the description features, it can use the description introductions to provide more information about the app and better appeal to users.
Whishing on a star is great for many things, but if you want to make the life of a mobile app and let it float, App Store optimization is more important than an adventure's magic or dick dust.