Scaling organic growth through ASO in a mature, volatile casino category.
In a highly competitive casino market, our challenge was to grow sustainable organic acquisition for PlayOJO across Canada and the UK.
The scenario
PlayOJO was operating in a category where rankings and conversion can shift quickly, especially during periods of algorithm change. The goal was to increase high intent visibility and improve store conversion across iOS and Android, while keeping growth efficient.
CMA’s role was to run a repeatable ASO cadence across both markets, combining keyword and metadata iteration, in app events (IAEs), creative testing, and ratings and review levers that support long term trust.
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 optimisation aligned to commercially meaningful keyword intent.
+139.4%
UK iOS organic installs (Q3 vs Q2)
+43.4%
CA iOS search conversion rate (Q3 vs Q2)
£148,408
Saved in paid acquisition from just UK iOS!
Our approach.
CMA ran a structured ASO programme across iOS and Android in Canada and the UK. We investigated search algorithm shifts early, then adapted the keyword and metadata plan to protect rankings and maintain visibility for high intent casino terms.
To lift conversion, we ran screenshot tests to refine the narrative and hooks by market, and we used in app events (IAEs) to expand store surface area with timely, relevant messaging. We also supported ratings and review levers, adjusting the cadence where platform scrutiny required a pause, then aligning next steps for re launch.
The results.
In Canada, iOS organic installs grew +25.3% quarter over quarter, with search installs up +30.7%. iOS search conversion improved from 10.87% to 15.61% (+43.4%), alongside a +21.6% increase in iOS share of voice. In the UK, iOS search and browse installs increased +139.4% quarter over quarter, and PlayOJO held a top 3 market visibility position in Q3 2025.
The engagement also reduced paid dependency through incremental organic performance. In the UK, engagement reporting estimates over £140k of iOS paid acquisition value saved Year on Year.