At the moment we are promoting a free-to-play game model, a free social casino: Gambino Slots. The game is present on five platforms: iOS, Android, Amazon, Windows and Facebook (canvas).

The specifics of casino games in stores isn't simple. There is a serious competition, especially in the USA, Australia, and the United Kingdom. Besides competition, there's a difficulty with getting to the top of main queries, since 70% of all traffic is basically taken by 7-8 top players. They spend huge budgets on traffic purchase, which, in turn, seriously affects organic traffic.

ASO optimization is an important element in our traffic pie and we are trying to update meta data once in about 2 or 3 weeks with each product release.
Sometimes, Android updates happen more often.

There are two people in the ASO team and we are constantly researching for new keywords and are analyzing the positions of the ones that we are already using. Also, we are trying to work with traffic purchase team closely, because paid traffic seriously affects our organic growth. In the same time, we are conducting A/B tests for screenshots, icons, and videos. We constantly update them and look for new creative opportunities for install conversions increase.

One of the important search monetization elements is the constant word analysis and search for new opportunities for getting up to top results by relevant queries. I want to thank ASOdesk for this analysis due to their great research tools. Thanks to such tools, as Keyword Analytics, Organic Report, and ASO Comparative Report, we were able to substantially increase our search positions in the iOS and Android stores.

We are doing a lot of A/B tests and checking various ASO optimization methods. One of the methods of word promotion on Android is buying backlinks directly to the store. We know that this is a very controversial hypothesis. Many say that this is a waste of time and money and that it doesn't work, while others say that link purchase helps. This method works for us and we continue buying links.

ASO is an interesting and young area. I would like to advise beginner ASO specialists to read a lot of relevant materials, blogs, and subscribe to newsletters from various ASO services. It's always useful to follow competitors, their changes, and meta data. You should be in contact with your traffic purchase team, since in most cases it is the only thing that can showcase growth of positions and organic traffic.

For the past six months we have managed to increase organic traffic by 3 times on Android:

The story is similar with the iOS and we are continuing to grow.

We have been working with ASOdesk for over a year now. We have also tried other services during this period, such as Sensor Tows, Mobile Action, Appfollow, etc. In our opinion, ASOdesk is the most convenient service, when it comes to word research. We are taking advantage of all the service's functions, besides Keyword Boost.