Case Study: G5 Entertainment increases Hidden City installs by 10% worldwide with SplitMetrics Optimize

G5 Entertainment increases installs by 10% with SplitMetrics

G5 Entertainment, the publisher of the mystery adventure game Hidden City, sought to strengthen the game's visual identity on the App Store by validating a new icon concept. Their challenge was to bring the city itself to the forefront of their visual communication without misleading players into thinking the game was a city-building simulator. They partnered with SplitMetrics and used its SplitMetrics Optimize product to test this new hypothesis.

Using SplitMetrics Optimize, the team ran a structured App Store experiment to test the new icon against the original. The solution provided a clear positive signal, with the new icon outperforming the control by 21% in Click-to-Install Rate. After implementing the winning icon globally, SplitMetrics helped G5 Entertainment achieve a 10% increase in worldwide installs and a 6% increase in the US market.

G5 Entertainment