Last time we talked about a new Apple store policy:
Apple paused App Store gambling advertisements after developers and App Store users complained about the frequency of gambling advertisements. So today we are going to share a casino app growth case study with ASO strategy.
According to the LiftOff report, the cost of installation in the "Casino" category in the United States is $5.55, and the cost of acquiring a first-time paying player is $40.15. In the United States, mobile casino games have a high payment ratio (installation -> payment) of 13.8%. Is it worthwhile for mobile casino game publishers to invest in paid user acquisition? It certainly does. Social casino games, according to Appsflyer, have exceptional performance indicators (KPIs).
Mobile casino players spend 57 minutes per session on average, earning $39.87 per month. The LTV for mobile social casino games is also very high, at $324. As can be seen, social casino players are not random; they enjoy spending and staying in the game over time. In addition to paid traffic, there is organic traffic which is a huge factor in generating revenue for mobile games. In today’s article, we will look at a social slot machine game, to see how it increases organic traffic with ASO World.
Related reading:Case Study: How Does A Casino App Boost 320% Downloads Within 3 months?Casino Game Case Study - How We Drive The Visibility & by 350% App Downloads For A Mid-level Casino Game?
App story
This case will talk about one of our customer's social slot machine games. In this app, users can play over 100 casino slot machines and play lucky slot games with friends to compete for huge prizes.
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
Our customer's optimization goal is simple and clear, they want their keywords to rank higher and more stable on Google Play so that they can get more downloads and more revenue.
App Store Optimization solution
This time, we will not discuss icons, screenshots, and videos because almost all casino games use the same style and color scheme. Then we will focus more on keyword optimization.
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The ranking keywords
We begin our game analysis with keywords that play a significant role in downloads from search results. We will examine keywords with a volume (the Google Play estimation volume of one of the
App Store Optimization tools) of at least 20 in US search results. We will also consider one day because keywords in Google Play record large increases and decreases in rank daily.
We first used
Appranking to see the app's global keywords coverage level and to track the competitor's keywords we can see our customer's casino app has already a good base of keywords. Compared to other casino games, it has covered a large number of keywords.
Then we go to the keywords suggestion page to see keywords generated from competitors' lists. Here we can get a keyword report suggested by big data, which can give us some useful inspiration.
After that, we started
keyword research to identify keywords that are currently bringing visibility to the app, and find relevant and high-intent keywords to optimize metadata to increase flow and installation based on previous long-tail keyword rankings and incoming traffic base.
To concentrate on improving the ranking of the main keyword, our customer use ASOWorld's
Guaranteed Keyword Ranking Service. Simultaneously, superimpose the
Keyword Ranking Acquisition Service, and you can simultaneously improve several related but ranked outside the 250 keywords in the App store ranking through our smart growth solution
Long description
Google Play allows for use of up to 4000 characters in the long description. Around 2% of players actually read it, so it doesn’t play a major role when converting to a game or app installation. The long description is relevant for searches for a given keyword result. We used 2551 characters in the description, focusing on words such as casino, jackpot, machines, slot, and slot machines.
As we can see, even a high frequency of the same keywords does not guarantee high rankings for a given keyword. The most important keywords should be included in the title, short description and description, package URL, anchors (in links leading to the product page on Google Play), and Google Play comments. "Age" influences the position of keyword data on Google Play, as does the frequency of changes. Entering a given keyword position can take several months, so metadata should be updated every 3-4 months.
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Package URL
The package URL on Google Play is an important factor in App Store Optimization. In this case, the app's URL lacks strong keywords like 'casino' or 'jackpot.' It is not possible to change the URL of a game once it has been uploaded to Google Play. So in this part, we can't do any optimization, just to inform you: if you're launching a new game on Google Play, make sure the URL includes the most important keywords.
App Store Optimization result
We assisted the founder with keyword and title optimization for the app to rank higher in relevant keyword searches. After ASO World's efforts, this casino app doubled app downloads and revenue.
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