How SplitMetrics Drove +399% Store Visitors and +335% Acquisitions for Farm Jam on Google Play

Farm Jam by Appsyoulove is a hybrid-casual mobile game combining farming-themed environments with parking jam–style puzzles. Farm Jam is played by millions of players worldwide.

Challenge

Farm Jam aimed to increase discoverability and drive a higher volume of organic installs from non-search traffic sources within Google Play.

The main challenges were as follows:

• Lack of high-impact content strategy: The game needed to identify and execute promotional themes that extended beyond core gameplay and could consistently resonate with broader user interests.
• Algorithm-driven visibility constraints: Google Play’s visibility model required sustained performance signals. Any gaps in promotional activity risked losing presence in key discovery placements such as Explore and event feeds.
• Resources constraints: Maintaining a high-frequency promotional calendar required continuous creation of localized assets and copy, which risked overloading internal creative resources.

Farm Jam partnered with SplitMetrics’ experts to scale organic visibility through a more structured approach to store marketing and promotional content execution.

Solution

Our strategy was focused on building a predictable, high-frequency promotional system.

We shifted from reactive updates to a quarterly internal event planner. The roadmap synchronized three pillars:

• Live-Ops: Alignment with internal game updates and milestones (e.g., Anniversaries).
• Seasonality: Capitalizing on global holidays and cultural moments.
• External Trends: Leveraging global media triggers, such as major cinema premieres.

This approach ensured a continuous and predictable pipeline of store events aligned with user interest peaks.

At the same time, we utilized 100% of our allocated Google Play slots for featuring (4 general audience slots and 2 targeted slots per quarter) to strengthen Farm Jam’s presence on the store. This consistency signaled “high activity” to Google Play algorithms and, therefore, helped protect Farm Jam’s featuring eligibility.

To manage a high volume of content, we applied the following approach:

• Our team developed a library of evergreen creatives that could be refreshed and reused for recurring seasonal peaks.
• Every event was launched globally, with bespoke localization for Tier-1 and high-growth markets to ensure maximum reach.

A key part of the success was optimizing featuring slot allocation: we scheduled these events sequentially to prevent overlap, ensuring each one secured its own dedicated featuring slot on the store. The main event pillars included:

• Anniversary celebration (internal milestone): The game’s anniversary was used to re-engage existing players and strengthen community activity through a dedicated promotional beat.
• Easter Season (seasonal update): The event aligned with Easter-driven traffic patterns, increasing visibility during a high-interest seasonal period on Google Play.
• “Captain’s Cabin” (timed in-game event): This event introduced new gameplay mechanics while also highlighting permanent feature updates within the game.
• “Bounty Hunt” (timed in-game event): A short-term activation designed to drive urgency and increase repeat engagement through time-limited participation loops.

This structured execution led to significant gains in store visibility and organic installs.

Results

The impact of our efforts is reflected in the key performance outcomes below:

• We established a consistent upward trend in Visitors and Acquisitions from Explore by executing a “back-to-back” event cycle.
• By establishing a high-velocity production pipeline, we ensured a persistent presence for Farm Gam within the store’s discovery surfaces. This approach minimized visibility gaps and maintained the momentum necessary for the algorithm to prioritize the game’s content.
• Reusing universal creative assets allowed to scale output without increasing the design resources
• By maintaining this “non-overlapping” high-velocity cycle, we maximized our presence in the Google Play discovery surfaces. 

The data below shows the impact across All Countries:

Metric	Total Value	Change vs. Previous Period
Store Listing Visitors	1,995,145	+399.18%
Store Listing Acquisitions	307,117	+335.28%

Additionally, Farm Jam achieved the following results from the events cards with SplitMetrics’ help:

• Total unique converters (sum from 4 events) 25574 (The number of unique users who clicked install, update or open from events on Google Play)
• Total unique viewers (sum from 4 events) 4594779 (The number of unique users who saw events on Google Play)

Promo events

Anniversary

Easter

Captain’s Cabin

Bounty Hunt

Visitors and Acquisitions from Explore traffic source all countries post period comparing to the previous period

By building a consistent and well-planned Store Event strategy, SplitMetrics helped Farm Jam reach more players organically, increasing store visitors by and acquisitions without relying on extra UA spend.