How Did Coin Master Acquired 119 Million Users?

Coin Master has recently sparked a heated discussion in the mobile gaming community due to its milestone of generating $6 billion in revenue. The game has frequently topped the Google Play monthly revenue charts.

💡 Read More: How Did Coin Master Surpass $6 Billion in Revenue?

According to data from FoxData, this casual mobile game not only excels in revenue but also shows outstanding performance in user acquisition.

Estimated Downloads of Coin Master on App Store

Estimated Downloads of Coin Master on Google Play

The user ratio between Google Play and the App Store is approximately 3:1.

Clearly, from both revenue and user acquisition perspectives, Coin Master's primary target market is Google Play.

Next, let's explore why this game has been so successful in acquiring 119 million users from organic acquisition and paid acquisition.

Organic Acquisition: ASO

App Store Optimization (ASO) is one of the primary methods for acquiring organic users, as it directly influences the likelihood of users discovering and downloading the app in the app store.

Given that Coin Master has greater user acquisition and revenue in the Google Play market compared to the App Store, we will analyze Coin Master's Google Play store page.

The following analysis is based on the ASO Report and ASO Keywords.

App Name

Coin Master's app name is straightforward and accurately describes the main feature of the game: a game related to coins, where players need to continuously earn coins.

According to the ASO Report, this name includes primary keywords and performs exceptionally well, with 13 out of the top 50 keywords being covered.

👏 Expert Tips: Given that Coin Master is a well-known brand, there is no additional functionality or feature description in the title. If your app has not yet gained fame, it is advisable to include additional descriptions of features or characteristics in the title. This can greatly benefit your ASO

🔷 Example: Suppose you have a healthy eating app. Below is an example of an optimized app name: HealthyEats: Meal Planner & Recipes

In this example:

• HealthyEats is the brand name.
• Meal Planner & Recipes describes the main features of the app and includes relevant keywords.

Description

In App Store Optimization (ASO), the app description is a crucial component. A well-crafted description can not only improve the app's ranking in search results but also attract users to download and use the app.

Coin Master's desciption further elaborates on the game's unique social aspects and distinctive gameplay features.

Notably, the phrase "Do you have what it takes to be the next Coin Master?" is particularly striking. It serves as a call to action, enticing users to take on the challenge and prove themselves.

According to the  ASO Report, the game's description includes a total of 377 keywords, with 139 of these keywords already ranking in the Top 50, such as "Coin Master," "spin," "Viking," and others.

Keywords

Keywords play a crucial role in ASO. According to FoxData-ASO Keywords, most of Coin Master's popular keywords are variations of the game's name.

As shown in the figure below, the top-ranking keywords are primarily variations of the game name, such as "coun master," "coin mas," and "c0in master."


However, there are also non-game name variations like "free spin coin," "free online casino," and "online casinos games."

Additionally, Coin Master maintains a good balance between short-tail and long-tail keywords.

👉 Click here to view the Keywords Ranked of Coin Master.

App Icon

Coin Master's icon features the game's representative character: a pig.

The overall design showcases the mascot holding a coin, directly reflecting the game's theme and style.
To make the icon more lively and attractive, Coin Master has enhanced the main character.

As you may have noticed, the pig is turned slightly to the side, smiling broadly to add a touch of liveliness to the image.

However, its eyes are looking straight ahead, making direct eye contact with the viewer, which grabs attention.

In terms of color design, the icon primarily uses pink, blue, black, yellow, and white. The use of bright, contrasting colors helps the icon stand out against the background.

According to the ASO Report, this App Icon aligns well with the color trends of Casual Games.


👉 If you want to understand the icon trends for your app category, feel free to click here to view more.

Screenshots

Coin Master's screenshots are a crucial factor in its user acquisition strategy. The screenshots not only successfully showcase the core gameplay but also possess strong visual appeal, enticing users to click and download the game.


Coin Master employs vibrant colors like bright yellow, green, blue, and large color blocks along with fun graphic elements to attract users' attention, making the game appear exciting and engaging.

Except for the first screenshot, which displays the main game screen and logo, each subsequent screenshot includes concise text descriptions that highlight the game's features and advantages. The text is kept brief and easy to read.

Coin Master features and benefits are depicted in the graphics – Raid friends' villages, Attack friends' villages, Win Coins, Collect Pets$Cards and Explore New Worlds.

The screenshots respectively showcase the game's social features, core gameplay, unique functions, and reward system.

Paid Acquisition

It's well known that Coin Master's advertisements are highly effective in attracting a large number of users. The game is renowned worldwide for its mobile game ads, especially those on Facebook and influencer campaigns. Below, I will reveal Coin Master's paid advertisements and creative strategies.

Facebook Ads

Coin Master's Facebook ads are famous for their creativity. The overall style is humorous and engaging, capturing the viewer's attention within the first few seconds of the video.

For instance, a Facebook ad from September 4, 2024, features a protagonist who immediately smashes a money jar dangling by a rope onto the viewer's phone screen.

In the next scene, the protagonist stands up and breaks the jar, introducing the subsequent game mechanics. The strong visual impact and rich game elements entice viewers to download the game and explore further.

Below the video, there is equally creative and persuasive copy:

"Attack Your Enemies 😈 & Steal Their Coins 💰
Be The Invincible Coin Master 🐷🐷
Play Now! ⭐️⭐️⭐️"

The combination of humorous and engaging ad creativity with highly persuasive copy greatly increases the chances of turning visitors into users.

👉 Click here to see more of Coin Master's Meta Ad Creatives.

You can filter by time and country to precisely find the localized creatives you want to study.

 

Coin Master Influencer Campaign Ads

Overview

Coin Master has launched a highly successful advertising campaign featuring celebrities and influencers. These ads have been particularly prominent since 2019 and continue to be among the top-performing advertisements for the game.

Celebrity Endorsements

The campaign features a variety of well-known personalities, including the Kardashians, Cardi B, Jennifer Lopez, Ben Higgins, Rick Harrison, Rae Sremmurd, Terry Crews, Joan Rivers, NeNe, and Emily Ratajkowski.

Example: Khloe Kardashian Ad

One notable variation of the campaign features Khloe Kardashian. In this ad, Khloe spins the Coin Master wheel, raids Scott's village, and then engages in a playful battle with her mother Kris. The ad showcases both Khloe's commentary and the gameplay.

Coin Master's influencer campaign effectively leverages the popularity and relatability of celebrities to create engaging and believable ads. The combination of celebrity appeal, natural interaction, social proof, and clear gameplay footage makes these ads highly effective in attracting and retaining viewers.

Welcome to read more ASO strategies and paid acuisition strayegies!

Or you may want to optimize your app now; just join FoxData and start your keyword research! Get started with your free trial today!

Or do you want to find a professional team to increase your app's user acquisition? FoxData's sub-brand, FoxAdvert, tailors App Store Optimization services  and paid acquisition services to fit your unique goals!