Grab your wands and get ready for magic! NEW LOCATION! - PHOENIX SCHOOL OF MAGIC — Explore 10 spellbinding locations! Brew potions in secret chambers, soar through broomstick matches, discover over 500 magical items, and meet 16 new characters! NEW GIFTS! - Magical events await! Unlock exclusive gift packs filled with dazzling costumes and enchanted items! NEW FEATURE! - USER INTERFACE — Experience smoother navigation with our revamped UI! Access everything you need at the touch of a button.
App Store & Google Play
In-App Events
30-character titles in 15 languages, 100M+ impressions.
100M+
Impressions across App Store and Google Play
2M+
Downloads
1M+
App opens, including returning dormant users
- Game
- Aha World
- Platforms
- App Store in-app events, Google Play promotional content
- My role
- Event planning, copy, localization, design briefs
- Worked with
- Development team, translation team, 2 graphic and 2 video designers
The challenge
Make every game update sound irresistible in 30 characters, in 15 languages.
An App Store in-app event gets a 30-character name, a 50-character short description, and a 120-character long description. Every event also needed 15 localized versions.
What I did
- Planned the calendarBuilt around the game's update pipeline, with release dates set together with the development team.
- Wrote the copy and briefed designProvided references and guidelines for 2 graphic and 2 video designers.
- Adapted it for Google PlayFor Google Play promotional content, I sometimes reused the App Store copy and sometimes rewrote it to be more specific and concrete, less about mood.
- Localized into 15 languagesAt first with a multilingual translation team. Once AI tools arrived and team resources ran short, I produced the localized copy myself.
- Learned from every eventReviewed performance after each event and optimized future copy accordingly.
What I learned
“New” beats “Free.”
Comparing events, players cared more about new content than giveaways. What mattered most was frequent updates they found interesting.
Know the audience.
Young female players led a shift toward fashion, home decor, school life, and pop culture. Copy and art moved with them.
Life, but better.
Soft pastels, cozy spaces, stylish characters with cute accessories or pets. Real life, only cuter and nicer.
Also: What's New updates · SKU descriptions · Push notifications
Design: Nengliang, Yuchen
The work
What's New
Every update also shipped with release notes. Version 3.12.0 went out with the “Wands Ready!” event above.
Ready to pack your bags? NEW LOCATION! - BAG & LUGGAGE CO. — Time to hit the road in style! From chic carry-ons that’ll make you feel like a jet-setter, to neon-colored suitcases that are impossible to miss, we’ve got everything you need to travel like a star. SPECIAL EVENTS CONTINUE! - SANTA’S GIFT DROP — Log in daily to collect holiday gifts hidden across Aha World. - LIMITED-TIME FREEBIE — For a limited time, enjoy Santa’s Cottage for free!
Your Premier Mansion just got an upgrade! NEW LOCATION: - PREMIER MANSION LOWER LEVEL — Park your fancy ride in the sleek garage, break a sweat in the stylish gym, or kick back and enjoy your favorite movies in the cozy home theater. It’s all waiting for you. Just head downstairs! OTHER ENHANCEMENTS: - Streamlined scene transitions for an even smoother gameplay.
SPECIAL EVENT: - MAKE A WISH — The creative ideas you sent in have come to life! We’ve picked the winning ideas, and they’ve been turned into in-game items for everyone to enjoy! NEW FEATURE: - PHOTO SHARING — Capture your favorite moments in Aha World and share them with friends. OTHER ENHANCEMENTS: - Streamlined scene transitions for even smoother gameplay. - Upgraded beginner tutorial.