ASO & App Promotion
A store is both a traffic channel and a gatekeeper. A real-money app is published only by a licensed entity and only in a list of countries, so promotion starts by checking what can be published at all.
A store is a gate, not a channel
- ·Licensed entity as developerApple requirement
- +14 d.Licence verified in Google Play3–14 days
- +16 d.Published by country listdiffers between Apple and Google
- +17 d.First-deposit event to the storefrom day one
A release is usually blocked not by creatives but by who is listed as the developer.
Where we buy
App Store
Apple requires the licensed entity itself to be the developer of record — not a contractor, not a studio. That is most often what actually blocks a release.
Google Play
Publication by country list with licence verification. Requirements differ from Apple, so the same product is often available in different geographies across the two stores.
App Campaigns
Buying installs inside the store. It runs on event signals: without a first-deposit event passed back, the algorithm optimises for installs and brings people who do not pay.
Mobile Acquisition
Everything driving the app outside the store: incentivised traffic, retargeting, reactivation. Counted separately from organic, otherwise the paid channel claims the store’s own growth.
Where this source is open
Open / conditional / closed — by regulation and platform rules. Click a region to see everything open there.
The first-deposit event must reach the store from day one. Wired up in week three, it resets the algorithm’s learning and writes off everything spent before it.
We measure to the target action — the first deposit or the first trade — not to the click. Weekly, line by line per platform.
Launches with this source
Half the budget went into cutting sources in the first two weeks. The remaining four weeks ran at half the starting price.
Launch breakdownThe first-deposit event was passed to the store from day one — the algorithm reached target cost by the end of week two.
Country and sources22% remained on day seven. That is the real price — measured by entries it would look five times lower.
Launch breakdown
What clients say about this source
They ran programmatic buying for us across Poland and Czechia. Out of 2,800 domains, 340 made the whitelist — but those 340 delivered FTDs at $93 instead of the $150+ market rate.
R. KowalskiPartnership Manager, affiliate networkWe launched a casino brand in Colombia from scratch: paid social and in-app on a $28,000 budget. Creatives were refreshed every two weeks because TikTok burned out in ten days. Result: 640 FTDs at $44.
M. TorresCPO, casino brandRelated articles
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Data cannot be reconstructed after the fact. Anything that was not recorded at the moment of the action is gone for good — which is why tracking is set up before the launch, not after the first week.
ReadTest Campaign or straight to scaling: what decides it
The temptation to skip the test and spend the full budget costs more than the test itself. But testing forever is not working either.
ReadOther iGaming directions
- 01Programmatic & Native
Programmatic and native
DSPNative AdsDisplay - 02Influencer Marketing
Creators
YouTubeTikTokInstagram - 03Streaming Campaigns
Live streaming
KickTwitchYouTube Live
Where it works, country by country
Inside a region the rules differ more than the price does: every country has its own page with a deposit corridor and a list of what is open.
Calculated for your GEO and budget
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