There are many things you can do to reduce the size.
Images:
For full screen files, like backgrounds (or any image that is a solid rectangle), you can make them JPEG’s instead of PNG files. JPEG’s can compress to be smaller, so they take up less storage space. They will still be the same in memory size, but they shrink the size of your app bundle. Depending on the image, you can save it a a compression rate of anywhere between 35-75%. the lower the compression number the smaller the file size, but the more it hurts the image quality.
Don’t use @4x retina images for things that don’t need it. Things that are solid may scale up without needing to have the extra larger file size. Obviously for many of your images, you will want the higher quality images size.
For Audio, many people use high quality 44khz bit rate, stereo sounds, but given the speakers on our devices, this is kind of wasteful. You can use a tool like Audacity to resample the images to 11khz and use a mono-track instead of stereo.
If it’s possible, download content after the install. I was doing a game based on these hand drawn cards. We included a starter set of the cards, but if the app needed a card that wasn’t available, we downloaded it. With 100+ cards, it was a significant savings.
Rob