The research explores the impact of App Store Optimisation (ASO) and social media promotions on mobile game app downloads. Using descriptive statistics, factors influencing app optimisation were ranked, including game app screenshots, size, ratings, and app icons, with the highest ranks given to game app screenshots and app size. In terms of social media promotion Instagram ads, specifically, those in stories and reels were found to be most influential in driving downloads. A multiple regression analysis revealed that both ASO and social media promotion explained the variance in game app downloads with the overall model being statistically significant. Further analysis of demographic variables uncovered significant differences in user engagement and retention across gender and age groups. The findings suggest that app optimisation and social media ads, particularly on Instagram, play a crucial role in attracting users and highlight the importance of demographic targeting in enhancing user engagement and retention. These insights offer valuable guidance for developers and marketers aiming to boost game app visibility and downloads through optimised strategies.