Our approach - strategy, technical guidance and ASO execution.

1. Strategic planning and migration approach

Portfolio assessment → consolidation blueprint. CMA started with a full review of Bally’s existing app footprint and mapped a consolidation approach into a single listing (“BallyBet Sportsbook and Casino”), built to:

• Maintain continuity of store presence

• Reduce fragmentation across verticals (sports + casino)

• Enable a single roadmap for metadata, creatives, and indexing initiatives

Jurisdiction-by-jurisdiction strategy. CMA worked with Bally’s to structure a market plan that accounted for both:

• Regulatory constraints (market availability, compliance sign-off, listing requirements)

• Commercial priorities (where to launch first, how to sequence growth markets)

Staged rollout. A phased deployment was used to control risk and validate assumptions before wider rollout—allowing:

• Controlled testing in initial markets

• Faster troubleshooting of store review/submission issues

• A clearer feedback loop between release performance and ASO adjustments

2. Technical and operational guidance

Decommissioning playbook. CMA guided Bally’s through how to sunset legacy apps (including state/legacy listings) while minimising disruption, ensuring policy compliance and reducing user confusion during the transition.

User migration strategy. CMA supported planning for migration comms (including targeted email comms), focusing on:

• Driving users from deprecated apps to the unified app

• Reducing churn risk during the changeover

• Preserving as much “active base momentum” as possible

Brand + listing positioning. CMA advised on naming and store listing strategy to protect and grow discoverability for both verticals—critical when moving from a “single-vertical” perception to a combined product.

3. ASO and growth programme (post-consolidation)

Once the unified app was live, CMA shifted focus to scaling discoverability and conversion.

Metadata + localisation strategy (iOS + Android).

• Optimised titles/descriptions/keyword coverage to support both sportsbook and casino intent

• Recommended localisation expansion to capture incremental indexing opportunities

Indexing and seasonal growth via In-App Events (iOS).

• Built an IAE strategy aligned to the sporting calendar (e.g., NBA Finals, Belmont Stakes) and key moments to increase keyword associations and visibility

Conversion-led creative strategy.

• Updated screenshot guidance to ensure the first frames carry the highest-value conversion messages (offers, dual-vertical positioning)

• Benchmarked competitor creative moves (welcome offer emphasis, celebrity/brand reinforcement) and used those learnings to refine Bally’s approach

Android-specific execution.

• Updated Android description strategy to align with Play Store best practices around term inclusion and density, and to match top-performing competitor tone/structure

Performance tracking + iteration cadence.
CMA established a continuous optimisation loop (monthly reporting + planned iterations), tying SoV movement to actionable levers: metadata refreshes, IAEs, creative tests, and (where relevant) CSL/CPP experimentation.

4. Ongoing support and knowledge transfer

CMA maintained close collaboration with Bally’s teams to:

• Troubleshoot bottlenecks (e.g., store submission / release challenges)

• Provide documentation and repeatable playbooks for future consolidation or market launches

• Transfer learnings to internal stakeholders to reduce dependency over time

The results.

🚀 Share of Voice (SoV) gains (visibility growth)

US iOS:

• Bally Bet delivered +14.2% SoV growth in 2025, with Bally moving closer to top competitors and overtaking at least one major competitor that declined in the same period.

US Android:

• Bally Bet increased visibility in relevant sports & casino terms by +78% in 2025.

• Significantly more traffic was captured at major sporting events such as the NBA Finals & Belmont Stakes, reinforcing the value of aligning ASO initiatives to the sporting calendar.

📈 Growth outcomes (impressions → installs)

Impressions:

• Total impressions increased +118% YoY, with May 2025 reaching nearly 1M unique impressions (highest month shown), underpinned by organic growth.

Organic downloads:

• Organic performance (installs) after deactivation of old binaries was ~50% higher YoY on iOS and 55% higher on Android.

During the engagement window (Feb → May 2025):

• Bally gained +59% incremental organic store visitors YoY and +40% incremental organic downloads YoY, indicating that uplift was not just “more traffic” but high-intent traffic converting into installs.