Scaling organic growth across Spain, Mexico, and Peru.
Amongst Spanish-speaking markets, our challenge was to increase high-intent organic acquisition for PlayUZU.
The scenario
PlayUZU was operating in a highly competitive casino landscape across multiple markets, with rivals investing heavily in both paid and organic visibility. The goal was to increase meaningful rankings on iOS and Android, then convert that demand into incremental installs and efficient growth.
CMA’s role was to run a repeatable ASO and listing optimisation cadence: protect share of voice (SoV) during algorithm shifts, lift impression to install conversion, and support trust signals (ratings and stability) that influence long term performance.
+101%
Peru iOS installs (Q3 vs Q2 2025)
+62%
Mexico iOS search conversion (Q3 vs Q2 2025)
£115,968
Saved in paid acquisition in just one market!
Our approach.
CMA delivered a structured cross market ASO programme across iOS and Android, focused on compounding gains rather than one off changes. We monitored the category closely, mapped keyword opportunity by market (including real money intent 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, then documented what won (and what underperformed) so each iteration built on evidence. We also used App Store in app events (IAEs) to expand store surface area and support seasonal messaging without having to fully rework core creative each time.
Finally, we supported rating and review levers (prompt optimization and review management), and flagged stability signals where they risked long term performance. In Spain, Android stability was highlighted as a priority, with a 28 day rolling crash rate of 1.13% noted in the review.
The results.
Across Q3 2025, PlayUZU saw meaningful organic gains across multiple markets. Spain iOS installs (search plus browse) increased by +17% and iOS search conversion improved from 32.28% to 36.47% (+13%). Mexico iOS installs (search plus browse) increased by +40.19%, with iOS search conversion rising from 13.24% to 21.42% (+61.74%).
Peru also delivered strong quarter over quarter growth: despite delivery challenges in the market, iOS installs (search plus browse) increased from by +101%, and iOS conversion improved (search 13.9% to 24.9%, browse 1.1% to 2.4%).