Coming up is a consulting call I did where you will discover game launch answers including ASO for casual games, strategies that indies should adopt from big studios and can a cold email actually help you get featured by Apple.
ASO for Casual Games
For casual games, ASO is still important but not in the way that you might think. It may not be as viable as it was way back but it is not dead. Think about apps which are spending a lot of money in acquisition and are now trending in the App Store search. Then think if you can come up about something similar so you can trend as well as they do.
Strategies to Adopt from Big Studios
One of the things that big companies really do well that indie companies do not is looking at retention and life time value. They know how much they can spend because they have done all the leg work during the soft launch phase versus indies tend to have a mindset of just basing actions on previous work, not realizing that a lot can change after the release of the previous app. Big studios account for every dollar they invest albeit their big budgets.