In this case study, we delve into the success story of a casino app in Thailand that managed to double its app downloads and significantly increase its revenue in UK.
on January 13, 2025, Thailand offers a stark contrast: The Thai government approved a groundbreaking law to legalize casinos and gambling. This initiative, aimed at boosting tourism, economic growth, and job creation, includes plans for integrated entertainment complexes in key locations such as Bangkok, Chiang Mai, and Phuket.
As Thailand embraces this new frontier, the gambling sector sees fresh opportunities.
In this case study, we delve into the success story of a casino app in Thailand that managed to double its app downloads and significantly increase its revenue. By implementing effective App Store Optimization (ASO) strategies, the app capitalized on the thriving mobile gaming market in Thailand. This case study provides valuable insights for app marketers aiming to replicate this success.
The ASO solutions implemented resulted in significant improvements:
Our client, a leading casino app, sought to leverage the lucrative Thai market by increasing the app's visibility, downloads, and revenue. The app offered a wide range of casino games, innovative features, and attractive rewards, making it an ideal choice for Thai players.
Our client is a leading casino app in Thailand, with an average daily download exceeding 10,000, which has secured a significant position in the local market.
However, due to the inherent risks associated with gambling apps, such as potential removal from app stores, this app has experienced two instances of being taken down. These incidents have severely impacted its user acquisition and revenue growth.
Consequently, the developers aim to increase downloads and revenue while mitigating the risk of app removal.
๐ Related reading: App Got Banned Frequently, How to Promote Your App with ASO Technique More Safely?
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To address these challenges, our team implemented the following App Store Optimization (ASO) solutions:
To minimize the risk of app store violations, avoid using direct gambling-related terms such as "gambling" or "casino" in the app title. Instead, combine the brand name with terms like "card games" or "poker" to subtly convey the app's nature.
๐ก Expert tips: While it's prudent to avoid explicit gambling terms in your app's title, you can effectively convey the app's nature through visual elements. Design your app icon and screenshots to subtly reflect the casino theme, ensuring that potential users interested in such services can easily identify and connect with your app. This approach maintains compliance with app store policies while attracting your target audience.
๐ Related reading: How To Optimize Your Casino App & Improve Conversion Rates By PPO?
When optimizing keywords, in addition to popular terms like "online casino," consider incorporating more conservative long-tail keywords. For instance, FoxData, an intelligent app data platform, provides insights into casino market keywords, offering references from multiple dimensions.
Additionally, using industry-significant numerical combinations as keywords can be a clever strategy.
Due to the unique nature of gambling applications, users may not proactively leave ratings or reviews; typically, feedback is provided only when users are dissatisfied, often resulting in unconstructive comments. To address this, ASOWorld offers App Ratings & Reviews Management Solutions, which can enhance your app's visibility and profitability.
However, it's crucial to avoid a sudden influx of reviews, as this may trigger app store scrutiny and potential penalties. Implementing a gradual and consistent review strategy is advisable to maintain compliance with app store policies.
๐ Related reading: A Complete Guide of Buying App Store and Google Play Reviews to Boost Your App to The Top
Recognizing the importance of catering to the local audience, we localized the app's metadata, screenshots, and description to the Thai language. This allowed us to target Thai-speaking users effectively and improve the app's discoverability within the local app stores.
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By implementing targeted App Store Optimization (ASO) strategies, particularly focusing on metadata keywords and user review management, the casino application successfully increased its downloads and revenue while effectively mitigating the risk of removal from app stores.
This case demonstrates that even within stringent policy environments, gambling applications can achieve sustainable business growth through compliant and strategic ASO practices.
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