ASO: Wizard of Oz Slots

Creative direction and ASO testing for The Wizard of Oz Slots

Client

Zynga/Take-Two

Date

2021-2025

Services

App Store Optimization

Winning app icons delivering lifts of 10.80% and 6.58% against their respective controls.

The Wizard of Oz Slots: Creative That Converts

I created and directed app store creative for The Wizard of Oz Slots, translating familiar characters and iconic imagery into testable concepts across app icons, feature graphics, and screenshots. Icon testing delivered the strongest results, with a 10.80% lift for Ruby Heels and a 6.58% lift for Purple Witch against their respective controls. A pink-versus-green feature campaign and refreshed screenshot tests delivered additional gains, pairing creative exploration with measurable performance.

Feature Graphic | “Wicked” Campaign

“

Ryhan brought a fresh perspective to our ASO creative at Zynga. I appreciated his willingness to explore different angles, ask bold questions, and challenge how we had traditionally presented our brands in the app stores. His creative direction helped us see new possibilities and turn those ideas into concepts we could test.

”

Efrat Zadik | ASO Manager, Zynga