Development of trailers for the App Store and Google Play based on data-driven analysis: Working in collaboration with our App Store specialists, we AB tested a vertical approach with actual gameplay to Tap Titans 2’s App Store video against a horizontal version using modified gameplay elements. The horizontal version won, with a 30% higher conversion rate. We postulate that the cleaner UI gave more emphasis on the gameplay and the bigger screen was able to highlight the game’s vibrant graphics.