First, an interesting finding from Daniel Peris who demonstrates that the URL / Package is a search ranking factor in the Google Play Store. Using Super Mario Run as an example he shows that the game also ranks for “zara” in the Google Play Store (top 10–20 depending on country). This is due to Nintendo using the keyword in their package name (…id=com.nintendo.zara) and shows the usefulness of including important keywords in the package name. Why Super Mario Run has “zara” in the package name remains a mystery.