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The client is a mid-scale Fantasy Sports app operating on Google Play, with its primary market in India. The app had already established a stable user base and consistent install volume but was facing increasing competition from category leaders dominating high-traffic search terms.
With major cricket tournaments driving seasonal spikes in user interest, the team aimed to better capture search-driven demand during peak sports periods, without significantly increasing paid acquisition spend or expanding internal ASO resources.
As an ASO agency, ASOWorld's role was to help the app make more effective use of existing Google Play search traffic by aligning its keyword strategy with how Indian users actually search for Fantasy Sports experiences, and by strengthening keyword signals to support sustainable organic growth.
Before working with ASOWorld, the app struggled to gain sufficient visibility on Google Play India for high-value Fantasy Sports keywords. Most core and cricket-related search terms were already dominated by leading competitors, making it difficult for the app to appear in relevant search results.
Although paid acquisition delivered a steady flow of installs, organic search traffic remained limited, reducing the efficiency of overall user growth.
At the same time, the app's title and descriptions lacked a clear keyword structure, which weakened Google Play's ability to accurately assess relevance and slowed keyword ranking progress—particularly during peak sports seasons when timing was critical.
To address the above challenges, ASOWorld worked with our client to establish an ASO strategy centered on business value rather than keyword volume alone.
The approach focused on identifying keywords that could realistically contribute to installs and long-term organic growth on Google Play in India.
Instead of relying solely on search volume, ASOWorld evaluated keywords using a multi-dimensional framework that included:
This allowed the team to prioritize keywords that were more likely to generate meaningful installs, rather than surface-level exposure.
ASOWorld conducted in-depth competitor analysis within the Indian Fantasy Sports category on Google Play, focusing on:
Through this process, the team identified underutilized mid-tail and niche keywords that offered a better balance between competition and growth potential.
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To further validate keyword importance, ASOWorld examined keywords actively targeted through paid acquisition by competitors.
The underlying assumption was that keywords receiving consistent paid investment are more likely to deliver real user acquisition value.Selected keywords were then reinforced through controlled keyword install activity, allowing Google Play's algorithm to observe consistent search-to-install behavior.
This case study demonstrates that even in a highly competitive market like India, mid-scale Fantasy Sports apps can achieve significant growth on Google Play with the right ASO strategy.
By combining:
ASOWorld helped the app build sustainable organic growth, stronger keyword authority, and long-term visibility.
For Fantasy Sports apps seeking measurable and cost-effective growth on Google Play India, keyword-focused ASO remains one of the most powerful and scalable solutions.
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