What is ASO?

Publication date: 25 February 2026

ASO (App Store Optimization) is the optimization of an app’s product page in app stores (App Store and Google Play) to improve search rankings, increase visibility, and boost conversion to installs. For betting and casino apps, ASO is essentially “SEO within the store,” without which you simply get lost in the search results, even if the product itself is top-notch.

• Read the detailed guide How to Work with ASO in Betting and Gambling: Full Guide for Media Buyers with step-by-step instructions, case studies, and optimization stages on 3S.INFO.

What is ASO: How Search Works in App Stores

App Store and Google Play search isn’t just about matching keywords. It’s a smart algorithm that mixes text factors, user behavior, and app quality. First, it checks if your app fits the query (title, keywords, description), then ranks results by ratings, downloads, retention, and other signals. 

For iGaming, this is critical. Users often type broad queries like ‘betting,’ ‘football bets,’ or ‘casino slots’ into search. Whether they see your app at all depends entirely on how well you’ve optimized your ASO.

App Store Ranking Algorithms

In the Apple App Store, the main emphasis is on text fields and user behavior:

• The App Name and Subtitle are the most powerful fields for keywords;
• The hidden Keywords field, which is indexed but not visible to the user;
• The Promotional Text and Description fields influence CR rather than ranking.

Then installs and behavior come into play: the number of downloads, their growth velocity, ratings (especially 4.5+), reviews, CTR and CR from page view to install. The better your page converts (icon, screenshots, video), and the higher your ratings and retention, the more willingly the App Store promotes your app in search and top charts.

Google Play Ranking Algorithms

Google Play is more like a ‘search engine within a store.’ It actively parses the title, short and full description, and also indexes the text of reviews, picking up additional keywords from the users themselves.

The stages are roughly as follows:

1. Relevance assessment: keywords in the title, short description, full description.
2. Quality and engagement evaluation: install volume and velocity, ratings and reviews, retention, sessions, technical quality (crash rate, loading speed).
3. Final positioning within the search results based on a combination of all these signals.

In 2025–2026, the Play Store is even more tied to engagement: retention, uninstall rate, session length, and active users directly impact app visibility.

How ASO Differs from SEO

SEO handles your website’s visibility in Google/Yandex, while ASO manages your app’s visibility inside the App Store and Google Play. Although the logic of ‘keywords + behavior’ is similar, there are key differences:

• ASO places more weight on visuals (icon, screenshots, video) and ratings;
• ASO has fewer external factors (links) and more ‘signals from the store and the app’: installs, retention, uninstalls;
• ASO and SEO often work in tandem: the website drives users to the store, and the store drives them to the app.

ASO vs. SEO (Summary Table)

Want to stay ahead of the curve in promotion and search rankings? Here are the essentials: How to Adapt SEO for AI Responses and Answer Engine Optimization: How to Adapt Your Website for AI Algorithms.

Key ASO Elements for Betting Apps

For betting and casino apps, the following ASO elements are especially critical:

• Betting & Casino Semantics: A mix of broad keywords (‘sports betting,’ ‘football bets,’ ‘live betting,’ ‘casino games’) and brand queries. Learn more about this here: Search Queries (Keywords) in iGaming;
• Localization: Language, currency, mentions of local leagues and tournaments within the app text;
• Icon & First Screenshot: The theme (sport, odds, live) should be instantly recognizable, but without aggressive promises or violations of store guidelines;
• Screenshots & Video: Showcase live betting, bet slips, bonuses, convenient payments, and fast withdrawals, but ensure everything is compliant with the guidelines;
• Ratings & Reviews: Maintain a steady 4.5+ star rating and a steady flow of fresh, positive reviews.

The Importance of ASO for Betting & Gambling Apps

ASO (App Store Optimization) is critically important for betting and casino (gambling) apps due to a unique combination of factors: strict limitations in traditional ad channels, fierce competition within app stores, and specific risks associated with the policies of the stores themselves. In essence, for this vertical, ASO is not just a marketing channel. It is the primary, and often the only, way to survive and attract paying users.

• Are you skilled in ASO or looking to break into a new career? Find job openings with great benefits in the dedicated section on 3S.INFO.

1.ASO: The Ultimate Alternative to Blocked Ad Channels

Traditional traffic sources like Facebook* and Google Ads are extremely hostile to gambling advertising. Media buyers face ad saturation, fierce competition, constantly rising CPMs, and plummeting CR. Accounts get banned faster than they can pay themselves off.

In this landscape, ASO becomes a safe harbor. Instead of fighting to break through closed platforms, you optimize your app’s product page within the store (App Store or Google Play) to capture free organic traffic from users who are already searching for apps like yours.

2. Massive Demand & Search Traffic

Users are actively searching for betting and casino apps on their own. They type specific queries into app store search: brand names (e.g., ‘Bet365,’ ‘Vulkan’), popular slot titles (‘Aviator’), or generic phrases (‘online casino,’ ‘casino for money’).

ASO allows your app to appear at the top of search results for these high-value, high-conversion keywords. Industry data shows that a well-executed ASO strategy can boost installs by over 30%.

3. Moderation Challenges & High Ban Risks

This is arguably the most painful aspect of the niche. App stores (especially Google Play) wage an aggressive war against gray apps. They constantly tighten the rules, demand verification, and can ban apps at the slightest suspicion of being linked to real-money gambling.

• Short App Lifespan: The average lifespan of a single app in Google Play can range from as little as 4 to 16 days;
• Moderation Hurdles: The approval rate for gambling-related apps is less than 50%;
• Constant Ban Risk: Even a successful, high-performing app can be blocked at any moment. A prime example is the Vulkan-branded app, which was taken down by Google Play despite strong performance metrics.

Under these conditions, professional ASO becomes less about promotion and more about survival. It’s a discipline unto itself: deploying placeholders to get past moderation, layering in keywords over time, managing multiple account types, and responding to bans at a moment’s notice.

4. The Need for Masking & Bypassing Filters

To pass moderation and avoid an immediate ban, marketers employ sophisticated ASO strategies:

• Placeholder Apps: A “clean” version of the app with harmless design and description is submitted first. Once approved, subsequent updates gradually introduce keywords, bolder design elements, and the actual functionality;
• Design Workarounds: Instead of direct text like “Casino,” designers use visual cues like thematic imagery, models, phones displaying slots, bonus offers, without overt branding. The goal is to fly under the moderators’ radar during the initial review;
• Strategic Keyword Selection: Many choose to avoid broad, high-competition keywords (which tend to trigger bans quickly) and instead focus on slot titles or specific brand names. High-volume generic terms are often reserved for more stable platforms like iOS.

5. High Traffic Quality & Monetization Potential

ASO traffic is widely regarded as some of the highest quality in media buying. A user who finds an app through a search query is already highly motivated, which means conversion rates to deposits are significantly higher.

Real-world cases back this up. A Vulkan-branded app, generating 200–300 installs per day, consistently delivered 5 to 10 deposits daily over a month. The total revenue for that period reached $40,000, with promotion costs of just $7,500. That’s a powerful demonstration of ROI potential when ASO is done right.

For more on high-quality iGaming traffic sources, gambling and betting advertising, as well as promotion strategies, read here.  

Comparing ASO Approaches for Different Platforms

To better understand the strategy, let’s look at the key differences between the major app stores:

ASO for betting and casino apps is more than a marketing tool. It’s an essential survival strategy. It enables you to

1. Bypass advertising bans on platforms like Facebook* and Google.
2. Attract targeted, warm traffic from users ready to pay.
3. Outsmart ruthless store moderation by masking apps and extending their lifespan.
4. Achieve exceptional ROI, where every dollar invested can return tens of dollars in profit.

In an environment where innovations within the app don’t guarantee installs, and competition for user attention in the stores is enormous, ASO becomes not just an option, but the very foundation of success.

ASO Tools for the Gambling & Betting Industry

A lot can be done manually out of the box, but in a saturated niche, real results start when you bring in analytics tools. Below are four popular solutions.

ASO Tools: Comparison Table

*Specific pricing depends on the chosen plan and data volume.

The Benefits of ASO for Betting & Casino Apps

For betting and casino apps, ASO delivers several key advantages:

• A steady stream of organic installs from high-intent search queries;
• Higher conversion rates from page views to installs, driven by a strong icon and screenshots;
• Better audience quality: users searching for ‘betting app’ are more likely to stick around and deposit;
• Lower customer acquisition costs and reduced dependence on Paid UA;
• Competitive protection: strong keyword rankings make it harder for competitors to push you out of the top spots.

Key ASO Metrics for Betting & Gambling Apps

ASO is always about the numbers. The key metrics include:

• Impressions & App Store Search Visibility: How often your app appears in search results or recommendations (essential for tracking visibility);
• Conversion Rate (CR): The percentage of users who install the app after viewing the page. A critical measure of how strong your product page and creatives are;
• Retention & Uninstall Rate: The higher your retention and the lower your uninstalls, the better your rankings and the more stable your traffic;
• Ratings & Reviews: Average score and recent feedback. Jumping from 4.0 to 4.5 can significantly boost both conversions and rankings;
• Keyword Rankings: Your positions for high-value queries like ‘betting,’ ‘live betting,’ or ‘football bets.’ This is the core “thermometer” of your ASO performance.

Common ASO Mistakes in Betting & Casino Apps

In the iGaming niche, these ASO mistakes are all too typical:

• Overly generic or brand-only titles with no keywords (e.g., “SuperBet” instead of “SuperBet — Sports Betting & Live Odds”);
• Over-optimization and aggressive claims like ‘win guaranteed’ or ‘easy money’: a quick way to trigger moderation flags and turn off users;
• Icons and screenshots that fail to communicate the app’s theme or value proposition;
• Ignoring reviews: low ratings, no responses to negative feedback, and a direct hit to CR;
• No regular A/B testing: product pages left untouched for years while the market and competitors evolve;
• Copying competitor descriptions word-for-word instead of crafting a unique message that speaks to your own audience.

*The social network Facebook is blocked in Russia by court order. 

ASO for betting and casino apps isn’t a nice-to-have, it’s the bare minimum. Product hygiene, not product makeup. Without it, you overpay for paid traffic and lose organic installs. With it, you gain a steady stream of users and a higher LTV from a more motivated audience. Given the tightening restrictions on gambling ads and the rising cost of paid user acquisition, smart ASO will only become more essential in the years ahead.

Anna Volotskaya

Author with 20 years of experience. I cover everything about iGaming, traffic sources, regulation, and tools—clearly, in detail, and in...

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