Scaling organic growth in a competitive casino market.
In a crowded casino category, our challenge was to increase high intent organic acquisition for Jackpot City in Canada.
The scenario
Jackpot City was operating in a highly competitive casino landscape, with rivals investing heavily in both paid and organic visibility. The goal was to increase relevant rankings across iOS and Android, then convert that demand into incremental installs, first deposits, and efficient growth.
CMA’s role was to build a repeatable ASO cadence: improve share of voice (SoV), lift impression to install conversion, and strengthen rating health, while keeping optimization aligned to commercially meaningful keyword intent.
+427%
Growth in share of voice
4.32
Play Store average rating (was 2.3*)
+309%
UiOS organic download growth (Q2 2024 vs Q1 2025)
Our approach.
CMA delivered a structured ASO programme across iOS and Android, focused on compounding gains rather than one off changes. We mapped the keyword landscape across generic casino intent and competitor terms, then rolled out a cadence of metadata updates to build relevance and protect rankings as the category shifted.
To lift conversion, we tested and iterated listing elements to improve impression to install performance. Long description testing delivered a +10% conversion rate uplift during the engagement. We also used in app events (IAEs) to expand store surface area and support seasonal messaging without having to fully rework core creative every time.
Finally, we strengthened rating health through a contextual prompt triggered after a first deposit event, improving both the volume and quality of reviews at a moment of high user satisfaction. This helped reinforce user trust and supported conversion.
The results.
Across June 2024 to March 2025, Jackpot City saw substantial visibility growth and stronger rankings for high intent casino terms on both stores. iOS share of voice increased by 427% since June 2024, and Android share of voice increased by 705% over the same period, within the tracked keyword set. iOS organic downloads grew +309% comparing Q2 2024 vs Q1 2025.
Rating health also improved, with the Play Store reaching a 4.32 average rating and a measured +116% improvement across the period. Together, these levers improved organic momentum and reduced the need to buy incremental volume at rising acquisition costs, generating over $3m in value within the first 12 months.