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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. Phase 1 (weeks 1-4) — Keyword Optimization: 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. Phase 2 (weeks 5-8) — Visual Optimization: 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. Phase 3 (months 3-6) — Ratings & Paid Synergy: 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.