Winning app store optimisation for Cartoon Network’s Toon Cup

Cartoon Network appointed Bolser to undertake app store optimisation to support the release of Toon Cup 2019 in Germany and Poland.


ranking in Games - Sports category


uplift in downloads


App Optimisation Score

“Communication is really easy and friendly, the results have been fantastic, and reports are really open, clear and useful: Bolser have been an absolute delight to work with.”
Sari Blom, Digital Director, Cartoon Network
The challenge

To increase visibility and downloads in two key markets

Cartoon Network challenged us to increase the visibility and usage of the German and Polish versions of the Toon Cup apps in both the App Store and Google Play.

The timing of the optimisation was to support the release of the 2019 version of the game.

What we did

Combining tactical improvements with a strategic approach

Following a detailed audit we identified opportunities to improve search visibility and increase the conversion rates from search to downloads.

We then prioritised the recommendations based on ease of implementation and impact.

The immediate opportunities we identified included: 

  • A change to the app title
  • Metadata optimisation across all the published assets
  • Updates to screenshots - new designs with localised descriptions of each game feature
  • Introduction of a preview video.

In addition we provided a road map of ongoing activities that would further improve the performance of the apps in international app stores.


Rapid uplifts in ranking and downloads in both markets

Following the implementation of our recommendations we saw significant improvements in performance, including:

  • Ranking #1 in the highly competitive Games & Sports category in Poland (from #47)
  • A 2000% increase in daily downloads in Poland
  • A 450% increase in daily downloads in Germany
  • The Google Play optimisation score increased from 64/100 to 87/100
  • The Apple optimisation score increased from 59/100 to 74/100 

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