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Performance Marketing
BetPro Sports had a feature-rich betting app but it was invisible in app stores — ranking #300+ for key sports betting terms. We overhauled their ASO strategy: redesigned app icons and screenshots with A/B testing, wrote keyword-optimized descriptions in 5 languages, built a review generation campaign that doubled their rating, and launched Apple Search Ads campaigns that drove high-intent installs at $1.20 CPI.
BetPro Sports had launched a mobile betting app 14 months earlier, but it was buried in app store search results — ranking #300+ for key terms like "sports betting," "football bets," and "live odds" on the Apple App Store.
The app had a 3.2-star rating based on 840 reviews, with common complaints about crashes (since resolved) and confusing navigation (since redesigned) dragging down the score despite recent improvements. The Google Play listing was slightly better at #180 but still invisible to organic searchers.
App store screenshots were generic mockups showing odds screens with no emotional hook or value proposition communicated. The app description read like a feature list rather than a compelling pitch. Paid app install campaigns on Google UAC and Apple Search Ads were running but producing a $12 cost per install with only 8% of installs converting to registration — an effective CPA of $150 per registered user.
Competitors with higher ratings, better screenshots, and optimized listings were capturing 90%+ of the organic app store traffic for high-intent sports betting search terms.
We launched a comprehensive ASO (App Store Optimization) program combined with Apple Search Ads optimization and a proactive review generation campaign. Keyword Optimization: we conducted deep keyword research across both stores, identifying 380+ relevant keywords including long-tail terms like "live football betting odds," "in-play cricket bets," and "best odds sports app." We optimized the app title, subtitle, keyword field (Apple), and short/long descriptions (Google Play) with primary and secondary keywords, refreshing them monthly based on search volume trends and competitor movements.
Screenshot Redesign: the existing generic odds screenshots were replaced with a narrative sequence telling a story — the first screenshot showed a user celebrating a win with the headline "The Best Odds, Every Match," followed by screenshots highlighting live betting, cash-out features, the welcome bonus, and the breadth of sports covered.
Each screenshot was A/B tested through Apple's product page optimization tool. The winning set increased screenshot-to-install conversion by 38%. Review Generation Campaign: we implemented an in-app review prompt triggered at positive moments — after a winning bet, after a successful withdrawal, or after the user completed 10+ sessions — using Apple's native SKStoreReviewController.
This targeted happy users at peak satisfaction moments. Simultaneously, we responded to every negative review within 24 hours with personalized messages addressing the concern and noting the improvements made. Over 6 months, the rating climbed from 3.2 to 4.6 stars with 4,200+ total reviews.
Apple Search Ads: we restructured campaigns into branded, category, competitor, and discovery ad groups with separate bid strategies for each. Branded terms defended against competitor conquesting, category terms captured high-intent searchers, competitor terms poached users comparing alternatives, and discovery campaigns identified new high-performing keywords.
Search Ads CPA dropped from $12 to $4.50 per install. Results: the app rose from #300 to #5 for "sports betting" on Apple App Store within 7 months, Google Play ranking improved from #180 to #8, organic installs increased 520%, registered-user CPA from app installs dropped from $150 to $32, and the app consistently ranked in the top 10 for 45+ sports betting keywords.
Identified and optimized for 380+ keywords across Apple and Google Play, with monthly refreshes based on search volume trends, moving the app from #300 to #5 for core terms.
Replaced generic odds screenshots with an A/B-tested narrative sequence communicating key value propositions, increasing screenshot-to-install conversion by 38%.
Implemented in-app review prompts triggered at positive moments (winning bets, successful withdrawals) and responded to every negative review within 24 hours, lifting ratings from 3.2 to 4.6 stars.
“Going from #300 to #5 for 'sports betting' changed everything. We went from paying $150 per registered user through paid installs to getting thousands of organic installs daily. ASO is the most underrated channel in iGaming — it's essentially free traffic once you rank.”
BetPro Sports had a feature-rich betting app but it was invisible in app stores — ranking #300+ for key sports betting terms. We overhauled their ASO strategy: redesigned app icons and screenshots with A/B testing, wrote keyword-optimized descriptions in 5 languages, built a review generation campaign that doubled their rating, and launched Apple Search Ads campaigns that drove high-intent installs at $1.20 CPI.
