Accelerating A/B Testing with Lion Studios by AppLovin: A 20% Global Lift in Installs

The primary goal of the six-week pilot program was to drive new installs for Found It!—targeting key markets like the US, UK, Canada, India, Japan, and Canada. The core objectives were:

• Automate the creation and testing of short descriptions and icons.
• Identify the highest-converting assets and apply them globally.
• Achieve significant increases in install conversion rates (CVR).

Phiture leveraged PressPlay’s GenAI-powered A/B testing capabilities to automate and accelerate ASO experimentation. Key features of the solution included:

• GenAI Asset Creation: Automatically generating hundreds of store listing assets like short descriptions, icons, and feature graphics, tailored to each app’s needs.
• Experiment Assistant: A self-learning system that manages, monitors, and kills non-performing experiments, freeing up test slots for more promising assets.
• Scalable Testing: Over 100 experiments were launched in just five weeks, with AI identifying winning assets and replicating them globally across multiple markets.

The pilot demonstrated strong results, particularly for the Found It! app, which saw a 20% global lift in installs, validated at a global scale. This uplift was driven by highly effective icon tests, which provided a statistically significant increase in conversion rates. The first successful icon test resulted in a 12% increase in installs over a period of 20 days. Following this, another icon variation led to an additional 8% increase in installs after 8 days. This incremental testing approach compounded the overall growth, leading to a significant boost in conversion rates, as each winning experiment built upon the results of the previous one, maximizing Found It!’s install rate.

• 100 experiments run in six weeks
• 600k projected annual additional installs
• 20% lift in global installs for Found It!

Based on the success of the pilot, Phiture scaled the A/B testing framework to new titles and continued to iterate on high-performing assets. The next phase includes:

1. Global Expansion: Applying the winning icons for Found It! to all markets.
2. New Titles: Expanding to new apps to further enhance testing capabilities, like Hexa Sort
3. GenAI and Automation: Continuing to evolve PressPlay’s GenAI technology to handle more complex asset creation.

For Hexa Sort specifically, Phiture utilized PressPlay’s fine-tuning capabilities to produce assets that are aligned with the original art style.
Read more about how we fine-tune our models for art styles and specific characters here.

Phiture’s PressPlay platform demonstrated its ability to rapidly drive app growth by automating A/B testing and scaling high-performing assets. With 100 experiments deployed in five weeks and a significant uplift in installs, this pilot provides a solid foundation for future testing and growth across new app titles.