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Performance Marketing
SpinWorld Casino had a high-quality mobile app but was buried at position #200+ in key markets. Their store listing had generic screenshots, no localized descriptions, and zero keyword optimization. We rebuilt their entire ASO strategy — keyword research across 6 languages, A/B tested screenshots and preview videos, localized store listings, and a review management program that boosted ratings from 3.2 to 4.6 stars.
SpinWorld Casino had invested $600K in building a high-quality native iOS and Android casino app with 1,800+ slots, live dealer games, and a gamification layer with levels, achievements, and daily challenges. Internal user reviews praised the experience — but discoverability was the crippling problem.
The app ranked outside the top 200 for every relevant keyword in all target markets. Organic installs averaged just 60/month globally. The store listings were generic: English-only descriptions even for markets like Brazil, India, Turkey, Indonesia, Vietnam, and Thailand where localization was essential.
Screenshots showed raw gameplay without context or lifestyle framing, and the app icon was a forgettable generic design. The app's rating sat at 3.2 stars — dragged down by early bugs that had since been fixed but left a trail of negative reviews.
SpinWorld was spending $42 CPI on Apple Search Ads and Google UAC to drive installs, making mobile their most expensive acquisition channel. The team needed ASO to transform the app from buried to discoverable across 6 emerging market languages, improve conversion rates, and create a virtuous cycle where organic installs reduced their blended CPI.
We executed a comprehensive ASO program across 6 languages and both app stores over 5 months.
we conducted competitive keyword research in English, Portuguese (Brazil), Hindi, Turkish, Indonesian, Vietnamese, and Thai — identifying 80+ high-volume keywords per language where SpinWorld could realistically rank. The app title, subtitle, and keyword field (iOS) were rewritten for each language by native speakers who understood both ASO best practices and local gambling terminology. Google Play descriptions were rebuilt as keyword-rich, compelling narratives in all 6 languages. We discovered that competitors in emerging markets had poor localization, creating a significant opportunity for SpinWorld to dominate local-language keywords that larger operators ignored.
we completely redesigned all screenshots for both stores with lifestyle-focused scenes showing real device gameplay in contextually relevant settings. Each language version received localized screenshot text and culturally appropriate visual elements. We produced 30-second preview videos for each market highlighting the gamification features (levels, achievements, daily challenges) that differentiated SpinWorld from competitors. Four app icon variants were A/B tested over 3 weeks, with the winner increasing store page visit-to-install conversion by 18%.
the 3.2-star rating was SpinWorld's biggest liability. We implemented a smart in-app rating prompt that triggered only after positive events — first jackpot win, level-up, achievement unlock, or 5th consecutive daily login. Users who indicated dissatisfaction were routed to a feedback form instead of the store. We responded to every negative review in all 6 languages, addressing specific complaints and noting that early bugs had been resolved. A coordinated app update campaign fixed remaining UX issues and prompted re-reviews from previously dissatisfied users.
we aligned Apple Search Ads and Google UAC campaigns with the refreshed store listings, ensuring creative consistency between ads and the store experience. Results: app store ranking reached #8 for primary keywords (from 200+), organic installs grew 380%, store conversion rate hit 32% (from 14%), the app rating climbed from 3.2 to 4.6 stars, and paid CPI dropped 52% because the improved store listing converted more of the traffic paid campaigns were already sending.
Conducted keyword research across English, Portuguese, Hindi, Turkish, Indonesian, Vietnamese, and Thai — identifying 80+ high-volume keywords per language and rewriting all metadata with native speakers.
Redesigned screenshots with lifestyle-focused gameplay scenes and culturally relevant elements for each market, plus A/B tested icon variants that improved conversion by 18%.
Implemented smart in-app rating prompts triggered after positive events, responded to all negative reviews in 6 languages, and ran a re-review campaign that lifted ratings from 3.2 to 4.6 stars.
Aligned Apple Search Ads and UAC creative with refreshed store listings so paid traffic converted at higher rates, reducing blended CPI by 52%.
“Our app was great but nobody could find it — and the 3.2-star rating was killing us even when they did. The 6-language ASO overhaul changed our mobile economics completely. Organic installs went from a rounding error to our primary channel, and the rating recovery from 3.2 to 4.6 was transformative for conversion rates.”
SpinWorld Casino had a high-quality mobile app but was buried at position #200+ in key markets. Their store listing had generic screenshots, no localized descriptions, and zero keyword optimization. We rebuilt their entire ASO strategy — keyword research across 6 languages, A/B tested screenshots and preview videos, localized store listings, and a review management program that boosted ratings from 3.2 to 4.6 stars.
