ASO in 2025: How Optimisation Turns Into Product Management

Online Casino Market experts discuss the features and benefits of App Store Optimisation, as well as changes and innovations in the promotion of gambling solutions.

About the Concept and Its Key Objectives

ASO is the expansion of a mobile application's page on popular platforms. Most often, specialists focus on the App Store and Google Play.

The main goal of the tool is to increase the visibility and conversion rate of an entertainment product.

This marketing approach is often compared to SEO for websites, but it takes into account the specifics of apps and the algorithms of online stores.

Today, ASO is not just a “selection of keywords”, but a comprehensive discipline that includes:

• work with visual content (icons, screenshots, video previews);
• localisation and adaptation for gambling markets;
• feedback and ratings’ management;
• A/B testing of assets;
• use of new formats (in-app events, custom pages);
• semantic research and selection of key phrases;
• metadata optimisation (titles, subtitles, and descriptions).

The development of ASO in gambling started in the 2010s, when mobile betting apps began appearing in the industry. Marketers sought to improve the ranking of casino solutions in popular online stores, bypassing the restrictions imposed by Google and Apple.

The Role of the Tool in the iGaming Sector

For operators, App Store Optimisation is one of the basic strategies for attracting the target audience.

Benefits of using the approach include:

1. Reduction of the dependence on regulators. In the entertainment niche, advertising channels are often limited and subject to bans, strict controls, or high competition. Using this tool ensures a stable inflow of new clients, even in countries with an ambiguous attitude of the government toward the placement of bets.
2. Increased organic traffic. ASO allows operators to quickly attract players who search for apps in the store, are interested in gambling, and have a high LTV (lifetime value).
3. Increased credibility and legitimacy. A well-designed application with real feedback and a high rating is always perceived as more reliable.
4. Easy scaling. Well-designed ASO algorithms simplify and accelerate entry into new markets (GEOs), allowing entrepreneurs to attract solvent customers in the shortest possible time.

Changes in the App Store Optimisation in 2025

Let us look at global updates and the latest trends.

Reduction of the Metadata’s Role

Just 2–3 years ago, the main method for promoting a gaming application was its “saturation” with keywords, which were added to titles, sub-headings, descriptions, and other elements.

Today, this approach has changed slightly. Algorithms have become more accurate in interpreting metadata, and the abundance of guide words can lower search rankings. User engagement, stable operation of apps, and retention are becoming more important.

Popularisation of Context Formats

This is one of the most noticeable changes in ASO over the past couple of years. While iGaming app optimisation was previously limited to the title and description, a huge role is now played by dynamic elements. They make the product page more vibrant and relevant to different user groups.

We offer to understand which formats are worth adding:

1. In-App Events. These are tournaments where bets are made on various championships, progressive game modes, and seasonal promotions with bonuses. Such experiences are easily indexed by the online store and automatically drive organic traffic — clients who did not search for the application directly but were interested in a similar topic.
2. Custom Product Pages and Custom Store Listings. Apple and Google allow entrepreneurs to create multiple page variations for different target groups, countries, or advertising campaigns.
3. Listings and recommendations. This content from In-App Events and Custom Pages guarantees the rapid attraction of high-quality traffic. If an event or page is carefully selected, it provides additional visibility for a gambling product without investing in marketing.

Changing Regulation

In 2025, the work rules for online stores became stricter, especially in the casino and sports betting industries.

Google Play and the App Store require developers to strictly adhere to all legal and ethical standards, including:

• age restrictions (for example, “18+” labelling mandatory);
• licences in countries, if necessary;
• honest descriptions and visuals, without deception or hidden promises.

Any inconsistencies may result in the app being rejected and removed.

Apple required all providers to indicate the seller's trader status this year. Such activity helps users understand who is behind the application and whether it has the right to provide paid services.

Apple also changed the mechanics for displaying gaming solutions and sections in the App Store.

Enhanced Role of Localisation

The correct adaptation involves:

• addition of currencies, units of measurement, and dates;
• use of local words, expressions, and slang;
• selection of visuals and symbols that are understandable and appealing to players in a specific country;
• testing different design options to see which wording and images work best in each jurisdiction.

Cross-localisation is one of the most popular ASO approaches, especially in the iOS ecosystem. Marketers apply metadata from one language across multiple regions, simplifying and increasing the effectiveness of promotion in a given market.

For example, the English text can be used for the UK, Canada, Australia, and New Zealand, while Spanish materials are suitable for Spain and most Latin American countries.

Emphasis on Behavioural Metrics and the Product’s Quality

Just 3–4 years ago, stores ranked apps by the number of downloads and their rating. Modern algorithms see further. They evaluate how clients use the platform and the level of their satisfaction.

Online stores focus on the following metrics:

1. Retention. The indicator shows whether users return after the installation and how often they do so. If someone uploads a gambling product but deletes it a day later, this is a bad sign.
2. DAU/MAU. This is the number of active players: daily and monthly. The higher these metrics, the better the entertainment app is ranked.
3. Sustainable operation. Online stores evaluate the system’s speed and performance: the existence of crashes, freezes (for example, ANR), and other technical errors.
4. Engagement. Built-in algorithms study how often and for how long customers interact with content, place bets, launch games, and use proprietary features.

Therefore, the App Store and Google Play no longer assess the quality of a product based only on the number of downloads. The system sees beyond and focuses on how often people interact with the gambling application and the ways they do it.

Global Updates in Online Stores

Let us look at the changes that have occurred in the algorithms of the 2 largest platforms.

Google Play

In 2025, the digital resource will rely on quality and stability.

The ranking system analyses not only content and ratings but also the technical condition of solutions:

1. Crash rate. If an app frequently goes down, it automatically loses ground.
2. ANR (Application Not Responding). This refers to delays and freezes during operation.
3. Download size and speed. People are more likely to delete apps that have been installed for a long time or occupy a lot of space on their smartphones.

Google wants its customers to receive a fast and stable experience. For this reason, the number of uploads is increasingly falling by the wayside, with the level of interaction with the product becoming a priority.

Technical specifications of an app can be viewed in Android Vitals. This is the settings panel that developers see in the console.

App Store

Apple traditionally emphasises design and user experience.

Custom Product Pages

This is an innovative personalisation tool that allows specialists to create multiple versions of an app page in a single session. Each of them is adapted to different audiences and advertising campaigns.

In the iGaming vertical, it is possible to develop:

• a section for sports fans (with a focus on bets and odds);
• a version for online casino enthusiasts;
• an option for players from a specific country or with particular interests (for example, exclusive bonus promotions).

Since 2025, the App Store has begun indexing such pages organically, allowing them to instantly appear in searches for relevant queries. For example, if a person is interested in football bets, he is taken not to the main page, but to a personalised version.

The introduction of Custom Product Pages completely changes the strategy for growing Internet traffic. This mechanism allows for targeted engagement with the necessary content directly from search results.

Personalised Recommendations

Another important change is the launch of Apple's individual recommendation system. While the algorithm previously showed what was popular in the iGaming industry in general, it now takes into account the interests of each client.

Players who frequently download sports apps see new betting products. Fans of slots are offered relevant solutions from this category, and those seeking promotions get bonus offers and special events.

ASO in 2025: Challenges That Operators Are Facing

Online Casino Market experts answered the most frequently asked questions.

How to Avoid Bans and Restrictions

To protect yourself from risks, it is important to remember that algorithms do not simply check formal characteristics but also understand the context. Therefore, it is crucial to carefully monitor visuals, text messages, and even localisations that may be related to such themes as betting or casino entertainment.

It is worth avoiding the rapid download growth. Today, entrepreneurs should prioritise quality: organic traffic, content, and event-driven mechanics. The customer base should be increased gradually, without the use of markups or paid installations.

Where Localisation Is Particularly Important

First and foremost, these are countries with a huge audience of gamblers and high competition. For example, Brazil, India, Turkey, and other jurisdictions with developing economies.

In such states, dozens of operators compete for the attention of the same customers. Therefore, even small details (headline, word order in the description, or tone) can increase (or reduce) conversion by 10–15%.

Local users pay attention to the following elements:

• natural language and phrases;
• mentions of domestic sporting events and cultural symbols;
• visuals that match regional tastes (colours, faces, and fonts);
• correct formats of currencies and odds.

What to Focus On in A/B Testing

In 2025, this is one of the fastest and most accurate ways to improve the conversion rate of the installation.

It is worth checking the effectiveness of several visual components:

1. App icons. Even minor changes to colour, contrast, or symbols can increase CTR.
2. First screenshot. It affects the client’s initial impression, making him want to open or scroll through the application.
3. Titles and sub-headings. It is important that they combine specifics and emotion, without being too promotional.
4. Calls to action (CTA). They should avoid aggressive language and be clear and motivational.

Cheating Reviews: How Stores Respond to It

Google Play has learned to recognise the same “wave” of similar messages. A massive series of such comments is immediately identified as an anomaly. Because of this, apps suffer from lower rankings or even get banned.

Therefore, entrepreneurs are increasingly choosing a mixed strategy: a combination of real organic traffic and the feedback from real accounts with natural behaviour.

Variety plays a huge role. Reviews should differ from each other in length, tone, style, and the presence of typos or colloquialisms. The absence of obvious patterns makes reviews seem more real.

Is It Worth Investing in ASO

In iGaming, App Store Optimisation remains one of the drivers of Internet traffic growth.

This channel promotes long-term sustainability. High-quality boost helps improve rankings, increase conversion, and reduce marketing costs.

The Main Things about ASO in Gambling

Mobile app page optimisation is an effective method for promoting casino products.

Key aspects that operators should take into account:

• ASO strengthens the position and supports iGaming applications after their launch, helping them remain visible and stay at the top of search results. This tool affects the growth of organic traffic and increases trust among audiences and B2B partners.
• Optimisation rules are constantly changing. This year, there has been a decline in the role of metadata, the popularisation of contextual formats, and the spread of regional approaches and localisation.
• The technical condition of the advertised products also plays a huge role. These include loading and playback speeds, the absence of bugs or errors, as well as the ability to adapt to the preferences of different client groups.

Online Casino Market experts can help you licence, launch, and promote an iGaming startup. The studio also offers turnkey projects, blockchain solutions, and bookmaker software.

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