Case Study: Rovio boosts Angry Birds 2 installs by 13% with SplitMetrics A/B testing

Rovio boosts Angry Birds 2 installs by 2.5M with SplitMetrics

Rovio Entertainment faced the challenge of optimizing its app store page for Angry Birds 2 to maximize conversion rates before launch. Without the right tools to test which combinations of screenshots, icons, and descriptions would resonate with its target audience, the company risked missing out on a significant number of installs. To solve this, Rovio used the SplitMetrics A/B testing platform.

Using SplitMetrics, Rovio ran a series of experiments to identify the highest-converting assets. Key tests included comparing landscape versus portrait screenshot orientations and different character displays. The solution revealed that portrait screenshots, which defied industry standards for games, performed best for their casual audience. This optimized combination provided by SplitMetrics increased the conversion rate by 13%, resulting in an additional 2.5 million installs in the first week.

Rovio Entertainment