Why Is App Store Optimization In Japan Important?


App Store Optimization in Japan is important to be successful in the Japanese app market. As a marketing agency in Japan that specializes in mobile games advertising, we view App Store Optimization (ASO) as essential. Running a user acquisition campaign in Japan without first doing ASO is like running a Google Ads campaign without first doing SEO (Search Engine Optimization). You may have some success but you won’t be as successful as you could be. Today’s blog post will cover 3 tips for your App Store Optimization in Japan.


App Store Description


Localizing your app store description for the iOS App Store and Google Play in Japanese is an absolute must. Similar to having high-quality localization for your game, high-quality localization of your app store description will improve your conversation rates for user acquisition campaigns. If your localization is weak, then Japanese users won’t think that the game is meant for them. And if the description is in English, then you will definitely have issues with your UA.


Once you’ve localized your description, there are plenty of other tips and tricks to getting more organic installs. Most of what you’d do in western markets still applies in Japan. Researching competitors, looking up common keywords, and staying on top of trends will all give you a leg up in your ASO description in Japan. Whoever is in charge of your Japanese ASO should at least know the Japanese market but having a native speaker who is living in Japan is best.


Screenshots, Video, And Other Creative In Japanese


One thing you’ll notice if you’ve ever seen a Japanese advertisement is that Japanese creative tends to be more crowded than in the west. This applies to both screenshots and videos in the app store.


For example, you might have a video that features your main character or weapon and you’re clearly shooting at an enemy ship. Even if you think it’s self-explanatory, in Japan, you should still state what is going on. The opposite is also true. If you say that you can upgrade your weapon or character, you should also show what that looks like in your game.


Importance Of Social Proof In Japan


Other marketing techniques you’d use in the west still apply in Japan. Social proofing is one example where it becomes even more important. There is not as big of a hipster scene or mentality in Japan. Discovering something first is not as important as playing what everyone else is playing.


If your game uses a well-known IP, make sure it’s apparent in your screenshots and icons. It should be in the first sentence of your description. If your game is popular in Europe, then say it in your video or in the description. You don’t have a lot of time to convince potential players to try your game. Make sure you establish your credibility and establish hype for your game and studio.



And that’s a wrap! I hope this helps you with your app or mobile game in Japan. We firmly believe the Japanese mobile games market is continuing to open up to non-Japanese studios. So, if you have any questions about the Japanese app store or want help with your ASO in Japan, let us know! Email us at info[at]yengage.net or click below to contact us.


By: Justin Endo. First Published: December 6, 2018.

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