Qatar will host the FIFA World Cup in 2022. Soccer fans are undoubtedly expected to place bets on this global sporting event. And you? App marketers and developers should start promoting their apps to win this race for downloads and get more revenue from the World Cup 2022.
And now let's first take a look at the sports betting app market. Last year, the industry made $4.29 billion on $57.22 billion wagered. Through June 30 of this year, sports betting revenue totaled $3.04 billion, breaking last year's record. According to Morgan Stanley, revenue could exceed $7 billion by 2025. Other industry projections fall somewhere between $6 billion and $10 billion.
Qualitatively, the industry's explosion is visible in unexpected sectors: The Washington Post has published a guide to sports betting. ESPN has entire programs dedicated to wagering and odds-making. And users on TikTok, Twitter, and Instagram continue to form communities dedicated solely to short- and long-term sports bets.
When the competition is fierce, you must take a unique approach to capture people's attention - and downloads. Now let's check this ASO case study to get some inspiration for your sports betting app growth.
Read more about sports betting app case study:
App story
This case is about a popular sport betting app in the United States. In the coming 2022 World Cup, they want to increase their visibility and downloads.
The app's name remains anonymous here to protect the privacy of our customers. To give you a better idea of the app's story we're sharing, we show one of its competitors on the
Google Play Store.
App store optimization challenge
Because of its popularity, betting apps compete fiercely. However, advertising for sports betting is heavily regulated in many states, and ASA around the race is extremely expensive. Any app that can gain an advantage through organic installs has a significant advantage.
They wanted to not only increase its visibility and downloads but also be the first to use in-app events to differentiate its offering and broaden its reach. We were on hand to ensure that it was first past the post in this download race.
App store optimization solution
The majority of traffic for this category originates in the United States, where the majority of competitors acquire users, according to an analysis of competitor traffic and ROAS. As a result, we decided to focus our efforts in the United States on paid and organic promotion.
As part of the strategy,
AppAds experts began running Apple Search Ads for this market, specifically discovery campaigns to obtain relevant keywords and transfer them to the exact match group.
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We collected analytics data to get a sense of how this app was performing. This revealed an obvious need for keyword optimization, which influenced our ASO strategy.
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Keyword optimization
We initially concentrated on the UK-EN and US-EN app metadata, iterating continuously to ensure better keyword targeting. We also experimented with different versions of the app's promotional text on the store listing to see which ones would best engage users.
To complete our
keyword research and determine the likelihood of achieving a high ranking, we needed to first evaluate the app's position in the market. Then we used
Appranking to research competitor keyword lists and created a new list for our customers. The team also considers each phrase's conversion potential: if the app ranks high for a term but only receives a small number of installs, that keyword is deemed insignificant.
Ratings & Reviews optimization
Our creative team created new screenshots for the App Store and Google Play Store, keeping an eye on competitors and trends to create eye-catching new listings. Furthermore, we are working to suppress negative reviews, which has increased the app ratings.
About 80% of people choose their most valuable app and rely on mobile app reviews and ratings according to our research. And the sticky app reviews & ratings boost your app conversion and in turn, indirectly help to improve the app visibility on App Store & Google Play. Our customer decided to use the
Guaranteed App Reviews service to make sure that this sports betting app will keep a higher rating during the whole period of the World Cup.
App ranking optimization
The ranking of an app or game in the app store has a significant impact on the number of downloads you will receive, and downloads will be converted to revenue. There are some things you can do to improve your online search ranking.
If your app is at the bottom of a highly competitive market, it will not be discovered. However, if your app is optimized by several downloads, you will have a high ranking and receive a large number of organic downloads. To improve the ranking of the app, we
optimized the app downloads to improve the credibility of the app and brand.
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App store optimization result
We were able to increase organic search traffic and ultimately improve conversion rates by increasing the app's visibility to the right audiences. The metadata updates increased traffic to the app, with 80% more visitors to the app's store listing and 120% more installs. Additionally, impressions and app units increased.
When the app's visual assets and metadata were optimized, the number of active users and, as a result, paying users increased by 1 time over the pre-optimization data. The optimized screenshots appealed to a wider audience, which increased internal metrics such as retention rate and average revenue per paying user (ARPPU).
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Mobile Growth,
App Store Optimization,
Keyword Research,
User Acquisition,
App Growth Case Study,
