Games is the largest, most competitive category on the App Store — and the one with the strictest ASO conventions. Players don't read descriptions; they scan icons and the first screenshot in 1-2 seconds. The top 10 in any game sub-genre share a visual language so consistent that breaking from it is usually a downloads-killer. ASO for games is more about looking like the genre's winners than describing your features.
Subtitle "Award-winning, surreal puzzle adventure" earns three terms (puzzle, adventure, award). Screenshots showcase visual style, not gameplay UI.
Among Us
Owns "social deduction" through long-tail repetition. Screenshots show real game moments mid-action.
Vampire Survivors
Genre keyword density — 'roguelike', 'bullet hell', 'survival' — without sounding generic. First screenshot is peak gameplay chaos.
Common ASO mistakes in games
⛔️Generic "Game" or "Adventure" in the title. Game search volume is concentrated in sub-genre keywords ("puzzle", "racing", "roguelike", "match 3").
⛔️Screenshots showing menus or loading screens. Players want to see active gameplay in the first 1-2 frames.
⛔️No award/review quotes when they exist. "App Store Editor's Choice" or magazine quotes convert massively in games.
⛔️Skipping the iPad-specific screenshot. Many casual gamers buy on iPad; not having an iPad-optimized first screenshot leaves downloads on the table.
What top games do well
✅Title or subtitle names the sub-genre ("puzzle", "roguelike", "match 3", "city builder") explicitly.
✅Screenshot 1 is always peak gameplay — combat, puzzle solving, victory screen — not menus or tutorials.
✅Award/review quotes ("Editor's Choice", "9/10 IGN") prominently in the first screenshot or description.
✅Visual style consistency — the icon, screenshots, and key art all share a single tonal direction. Players reject inconsistency immediately.
Recommended keywords for games
Floyd scores 150 keywords per audit. These are the high-leverage starting points for games apps.
Keyword
Why it ranks
puzzle games
Massive volume; pair with sub-genre ("logic puzzle")
roguelike
Niche but extremely engaged audience
idle games
High retention category; specific player intent
tower defense
Mid-volume sub-genre; under-served on iOS
word games
Demographic skews older + higher LTV
racing games
High volume; segment by realism (arcade vs sim)
Games ASO FAQ
Should game screenshots show gameplay or trailer art?
+
Both — but gameplay first. Players need to see your game looks fun before they care about your art direction. Top games typically use screenshot 1 for peak action, screenshot 2 for variety, then optionally key art or character lineups in screenshots 3+.
Does my game need a Game Center / multiplayer mention?
+
Only if it's relevant. Multiplayer/Game Center claims you don't deliver are flagged by Apple and tank conversion when reviews call them out. If you do support them, surface them in the third or fourth screenshot — they don't belong in the hero.
Audit your games app, free.
A→F grade against the top 10. Drafted fixes for title, subtitle, keywords, and screenshots. No credit card.