Hey horror enthusiasts and mobile gamers, gather around because we’re diving into the success story of Five Nights at Freddy’s on your pocket-sized screens! 

If you are already familiar with the game, you’ve probably spent nights guarding against animatronic nightmares on your PC, but did you know Freddy and his crew are now dominating the mobile gaming scene? Picture this: the app publisher of the game, Clickteam LLC, has four games sitting in the top 10, six in the top 15, and seven in the top 20 of paid apps among all categories. 

Clickteam LLC, has seven games sitting in the top 20 paid apps/games.

Yeah, it’s not a horror movie plot; it’s the real deal.

Now, in this blog, we are on a mission to unravel the secrets that brought our favorite jump-scare fest from the PC to our palms. In this effort, we’ll carefully uncover the details of the tricks used in the app stores to make this cool thing happen. So, grab your flashlight and get ready to explore the shadows of Five Nights at Freddy’s mobile success – it’s a rollercoaster ride through the gaming world’s haunted hallways!

Rising ASO Scores

Having established the context, let us now direct our attention to the initial key factor contributing to the success of Five Nights at Freddy’s on mobile platforms – the notable increase in App Store Optimization (ASO) scores. 

ASO Scores of various Five Nights at Freddy’s-related keywords have radically increased.

Think of ASO scores as the core element that decides how easy it is for people to find your favorite horror game in the crowded app store.

In the not-so-distant past, Five Nights at Freddy’s made a daring leap from PC screens to mobile devices. What followed was a gradual ascent in search scores for related keywords. It’s like the gaming community collectively turned their flashlights toward Freddy’s corner of the app store.

So, what’s the big deal with ASO scores? Well, they’re like breadcrumbs leading players straight to the heart of the horror. When you search for your favorite animatronic nightmares, those rising ASO scores ensure that Freddy and his crew aren’t lurking in the shadows but standing in the spotlight. It’s the art of being seen without even trying too hard.

Five Nights at Freddy’s has not lost the first three places to any other game in any word directly related to its brand name.

Examining the upward trend of these scores resembles unraveling a mystery, exposing the unseen force that directs players towards the thrilling experiences of Five Nights at Freddy’s. The more eyes on Freddy, the more screams (and downloads) echo through the corridors of mobile gaming.

Intriguing, right? But this is just the basic level of strategies to achieve mobile game success. Stay tuned as we uncover more secrets behind the screen – next up, we’ll explore the not-so-unexpected moves in the chess game of mobile gaming competition. Ready for the next level of Freddy’s fright fest? Let’s press play and focus more on keyword competition.

Competitors’ Bid on Keywords

Imagine this: Freddy and his gang, chilling at the top of the mobile gaming charts without spending a dime on paid user acquisition. Sounds like a dream, right? Well, that’s exactly what’s happening.

But, here’s the twist in the tale – while Freddy is casually enjoying finding places in the top charts of the paid apps without worrying about paid ads, its competitors are employing every available strategy. Picture this as a high-stakes poker game where everyone’s bidding on the same hand, and Freddy’s holding the aces without even playing.

Competitors in the gaming arena are actively taking part in a bidding war for Five Nights at Freddy’s-related keywords. Why? Because Freddy’s got the attention, and where there’s attention, competition is getting fiercer in the mobile gaming industry.

Even though Freddy’s success is natural, real, and truly impressive, there’s a noticeable excitement online. Other companies are spending money to show up next to Freddy in search results, trying to benefit from the popularity of this powerful horror game.

Think of it like a game of hide and seek, but instead of a hider, it’s Freddy – and he’s not even playing. This interesting situation makes us wonder about whether Freddy’s way of growing naturally can last. Can a game do well just by being scary, or are there hidden costs to competing in the shadows of mobile gaming?

Competitors in the gaming arena are actively taking part in a bidding war for Five Nights at Freddy’s-related keywords.

Get ready for more of our journey into Freddy’s mobile world. In the next part, we’ll talk about the risks and rewards of Freddy’s choices – decisions that are keeping us all excited. 

The Risk of No Paid User Acquisition

Now that we’ve witnessed the bidding wars in Freddy’s digital realm, let’s shine a flashlight on the risk our animatronic friends are taking by not playing the paid user acquisition game.

Imagine this: Five Nights at Freddy’s, the top dog in mobile horror, ruling the charts without spending a penny on ads. It’s a rare story of growing organically, where player screams make a bigger impact than any marketing could.

But, and it’s a significant but, Freddy’s success is like walking a tightrope over a pit of digital uncertainty. While competitors are strategically investing in ad campaigns to grab attention, Freddy’s team is chilling in the shadows, relying solely on the reputation they have gained thanks to their success in PC gaming.

It’s a gamble, a high-stakes one. In an era where paid user acquisition is the norm, Freddy’s decision to stay out of the bidding war raises eyebrows. The question in the highly competitive gaming arena is this: Can a game sustain its dominance without actively courting new players through paid channels?

Sure, Freddy’s got the horror legacy, the jump scares, and the devoted fan base, but in a sea of apps vying for attention, is that enough? The absence of paid user acquisition might mean missing out on potential players who could be lured in by a well-placed ad or a strategically boosted keyword.

We saw an example of this recently in the Photo & Video app category. EPIK AI Photo Editor managed to rank first in all keywords related to it, but since it did not put enough effort into paid user acquisition, this success did not last long. Yes, Photo & Video and Gaming are two different app categories, but they are similar because they are both very competitive. For two blogs written about this:

As we go through this digital haunted house, we’ll look at the possible challenges and benefits of Freddy’s bold plan. Are we seeing a big change in how games can do well, or is there a surprise coming that could shake up Freddy’s success?

So let’s ask again: Can Freddy’s success keep going strong in the future despite ignoring the paid user acquisition challenge?


In conclusion, Five Nights at Freddy’s has achieved remarkable success in the mobile gaming industry through its gripping gameplay and dedicated fan base. The game’s rising ASO scores for related keywords have heightened its visibility and attracted players to the horror franchise. However, the absence of paid user acquisition and the intense competition from bidding competitors raise questions about the sustainability of its approach.

While Freddy’s organic growth and devoted fan base have propelled its success thus far, the decision to forgo paid advertising and active user acquisition strategies poses potential challenges. Finding a balance between organic growth and targeted user acquisition will be crucial for sustaining Freddy’s dominance in the mobile gaming market. As the industry evolves, it remains to be seen whether Freddy’s chilling presence can continue to captivate audiences and maintain its position without actively pursuing paid channels. Only time will tell whether Five Nights at Freddy’s horror legacy can survive in the highly competitive gaming category.

If you want your success not to last just five days, talk to MobileAction’s experts and take your app marketing success to the next level!