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Ash Tale app icon

Ash Tale

Gamers role-play.
Ash Tale wins more players
in new markets.

Ash Tale ad on the App Store
For a new game, standing out in a crowded category takes strategy and scale. See how Apple Search Ads helped Ash Tale drive 4x more installs and
2.5x more conversions.

The Results

4x increase in installs with Apple Search Ads within four months.
2.5x more conversions with Apple Search Ads than any other similar ad platform in Asia.
10% higher retention rates and 20% higher lifetime value from Apple Search Ads customers.

The Challenge

With its distinctive fantasy graphics, role-playing game Ash Tale was designed to stand out in a competitive field. The game’s distributor, X-LEGEND ENTERTAINMENT JAPAN K.K., wanted to attract a broader fanbase beyond traditional players of massively multiplayer online role-playing games (MMORPG), especially female gamers. The team needed to increase app discovery across diverse markets, including Hong Kong, Japan, Macau, and Taiwan — quickly and with a tight budget.

Apple Search Ads is our top customer acquisition tool for reaching iOS users across key markets.

The Solution

Drive performance with keyword optimization.

The Ash Tale team created brand and competitive keyword campaigns to capture interest from searches on brand-specific terms as well as similar apps in the Games category. The surprisingly strong volume of conversions from category keyword campaigns helped the team at Ash Tale uncover new, highly relevant terms and optimize performance quickly. Within four months, they increased installs by 4x with Apple Search Ads.  


“Our Apple Search Ads results were amazing and completely incremental to the strong organic growth during the same time period. It was easy to manage multiple campaigns as well as test creative highlighting our unique playful graphics,” says X-LEGEND ENTERTAINMENT JAPAN K.K. Promotions Coordinator Miku Mimuro.

Reach as many potential customers as possible.

To improve visibility with the widest audience, the team at Ash Tale did not apply any audience refinements to its Apple Search Ads campaigns. With this approach, they were able to serve their ads to searches made by all users, including those with the Limit Ad Tracking (LAT) setting enabled. The Ash Tale team saw a 50 percent increase in installs by including this audience. 


Apple Search Ads quickly became Ash Tale’s top-performing acquisition platform, driving 2.5x more conversions (app opens). Additionally, players acquired through Apple Search Ads had 10 percent higher retention rates and 20 percent higher lifetime value than gamers from other ad platforms in Asia.

Company Snapshot

  • Games category
  • Launched in 2019
  • Based in Tokyo, Japan
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