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Performance Marketing
LuckyDice had a well-built mobile app but was invisible in both app stores — ranking outside the top 200 for every target keyword. Organic installs were near zero, and the team relied entirely on expensive paid UA campaigns. We implemented a comprehensive ASO strategy combined with Apple Search Ads and Google UAC to drive a 4x increase in organic downloads.
LuckyDice had invested $800K in building a native iOS and Android casino app with 1,200+ slots and a live dealer section. The app was well-reviewed by the few users who found it — 4.5 stars on both stores. But discoverability was the problem: the app ranked outside the top 200 for every relevant keyword, organic installs averaged just 80/month, and the store listing had generic screenshots and a vague description.
The team was spending $35 CPI on Apple Search Ads and Google UAC to drive installs, making mobile acquisition their most expensive channel.
Our ASO program ran in three phases.
we conducted competitive keyword research across both stores, identifying 60+ high-volume keywords where LuckyDice could realistically rank. The app title, subtitle, keyword field (iOS), and full description (Google Play) were rewritten with keyword-rich, compelling copy.
we redesigned all screenshots with lifestyle-focused scenes showing gameplay on real devices, added a 30-second preview video highlighting the live dealer experience, and A/B tested 4 icon variants.
we implemented a smart ratings prompt that triggered after positive in-app events (first win, level-up), pushing the rating from 4.5 to 4.7 stars. Simultaneously, we optimized Apple Search Ads and UAC campaigns with new creative matched to the refreshed store listing. Results: organic installs grew 310%, app store ranking reached top 15 for primary keywords, store conversion rate improved 55%, and paid CPI dropped 40% — because the improved store listing converted more of the traffic UA campaigns were already sending.
Identified 60+ high-volume keywords and rewrote all app metadata with keyword-rich, compelling copy for both iOS and Google Play.
Redesigned screenshots with lifestyle-focused gameplay scenes, added a 30-second preview video, and A/B tested icon variants to maximize store conversion rate.
Implemented in-app rating prompts triggered after positive events like first wins and level-ups, pushing store ratings from 4.5 to 4.7 stars.
Aligned Apple Search Ads and UAC creative with the refreshed store listing so paid traffic converted at higher rates, reducing CPI by 40%.
“We had a great app that nobody could find. The ASO work completely changed our mobile economics — organic installs went from a rounding error to our primary acquisition channel, and even our paid campaigns got cheaper because the store listing finally converted properly.”
LuckyDice had a well-built mobile app but was invisible in both app stores — ranking outside the top 200 for every target keyword. Organic installs were near zero, and the team relied entirely on expensive paid UA campaigns. We implemented a comprehensive ASO strategy combined with Apple Search Ads and Google UAC to drive a 4x increase in organic downloads.
