CASE STUDY

Mahjong for Seniors

Mahjong for Seniors, a puzzle game tailored for older audiences, needed to scale its growth in a highly competitive casual games category. The challenge was threefold:

  1. Increase organic visibility against established competitors.
  2. Optimize paid user acquisition for sustainable installs.

Improve long-term retention through level design and usability tailored to the target audience.

I Want Growth

Approach:

1. App Store Optimization (ASO)

  • Conducted a keyword teardown across the Mahjong category to identify gaps and opportunities.

  • Optimized titles, subtitles, and descriptions with high-volume terms like Mahjong, Puzzle, and senior-friendly variants.

  • Improved screenshots and icon strategy to better connect with the target demographic.

  • Tracked and iterated using visibility score data in the US and other key regions.

Result:

  • +250% increase in US visibility score after metadata and creative updates.

  • Several critical keywords moved into Top 10 positions.

2. Performance Marketing

  • Launched and managed multi-channel campaigns (Meta, Google Ads, and Apple Ads).

  • Created tailored creatives optimized for older audiences, focusing on clarity, accessibility, and emotional appeal.

  • Tested and optimized campaigns for CPI and retention-driven ROI.

Result:

  • Consistent growth in installs, driving scale in the US market and other regions.

  • Balanced paid + organic growth strategy reduced over-reliance on UA spend.

3. Level Dynamics & Retention Strategy

  • Audited level progression and difficulty curves to ensure accessibility for seniors while keeping engagement high.

  • Adjusted hint and reward pacing to reduce churn points and encourage longer play sessions.

  • Enhanced usability and flow, improving onboarding and early-game engagement.

Result:

  • Improved monetization through tweaking difficulty at specific levels to increase need for tips.

  • Increased session lengths as players engaged more consistently with smoother difficulty scaling.

Optimized push notifications to keep users engaged and coming back to the game

Summary Impact:

Through a combination of ASO, performance marketing, and level design improvements, Mahjong for Seniors achieved:

  • +250% US visibility score increase.
  • Stronger rankings across competitive Mahjong keywords.
  • Retention uplift from redesigned progression and usability improvements.

Efficient acquisition growth blending paid UA with sustained organic installs.

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