I have been in your shoes for years now and what I have learnt is you need to find a way to tell people about your game. I learnt from the owner of Color Switch some time ago when I was also using Buildbox and before his game came out and became a hit, I asked him about it and what he said was he was waiting on a friend he mentioned his game to who apparently pitched that game to a cousin of his who apparently was an American music artist.
The artist as at then had almost 8 million followers on facebook. So he posted it on his page and that was the beginning of his break-through.
So this is why the Chinese guys do so well because they help one another promoting it to their friends.
So what do I do?
OK you will be surprised to hear that there are many many badly written games in the store that have over 1M downloads and you wonder HOW DID THEY DO IT? Familiar with that phrase?
Since Flappy Bird came out, everybody now became a developer including Taxi driver. So the market is over saturated hence reason why App stores pay more attention to games that are getting lots of downloads as soon as its released.
IF YOU DO NOT HAVE BUDGET TO ADVERTISE, THEN TRY THIS
1) Avoid cloning another game. Take inspiration from existing games doing well and make changes to it. Maybe add features or so.
2) Build a very simple original game that is less complex BUT fun to play. May be a game with less retention but you only need a game that will give you an initial boost so you have small funds to do something much better
3) Make good use of social media by integrating the likes of facebook for sharing
4) Port your game to facebook instant games. Reason why i mentioned this is because I have seen lots of funny games been played by lots of people on that platform. Add ability to recommend the game to your facebook friends does help a lot. If people love it, they will naturally try and look for the game in app store.
I really can't think of anything else for now but I am looking to try these methods since I have decided to try out Construct 3 since I left it over 3 years ago while struggling to understand the platform.
Thanks to this lock-down, I have been able to come up with 2 games of sleepless nights and looking forward to publishing them.