Case Studies

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Building a competitive keyword list with AppTweak

Discover how Games24x7 uses AppTweak to build a strong keyword list, understand the competitive market, and increase its visibility on the App Store.

About Games24x7

Founded by New York University-trained economists, Bhavin Pandya and Trivikraman Thampy, in 2006, Games24x7 is an India headquartered online gaming company with a portfolio that spans skill games (RummyCircle and My11Circle) and casual games (Ultimate Games).
Backed by marquee investors including Tiger Global and The Raine Group, Games24x7 operates RummyCircle, the largest online rummy platform in India, and My11Circle, one of the country's top fantasy sports platforms. The company has also set up a casual games’ studio, Ultimate Games, to launch new games for the global market. The diverse, talented, and passionate Games24x7 team is spread across three continents with offices in Mumbai, Bengaluru, Kyiv, Philadelphia, and Miami.


Games24x7 started using AppTweak a year ago and relies on the tool for valuable guidance to optimize the company’s app store pages (iOS and Android). With a sharp focus on keywords, Games24x7 predominantly uses AppTweak to understand keywords with high business value and performance to define its ASO strategies for the upcoming months.


To construct a keyword list made of search terms with the best potential to drive downloads, Games24x7’s method consists of a few major considerations. First, the team uses AppTweak’s volume and install metrics to produce an indicator that helps them find new keyword opportunities with the maximum business impact.

The team also monitors keywords and sources from which their competitors receive traffic. To do this, they conduct enhanced keyword research within the niche market; this initial phase allows Games24x7 to optimize its resources and channel its efforts further down the line.

Games24x7 also considers the keywords on which its competitors are bidding so the team can cross-check their focus; according to the team, it would be illogical for their competitors to bid on keywords that are not important in driving traffic and downloads.


After using AppTweak, Games24x7’s ASO work has become more data-driven and supported by actionable insights and analyses. Employing AppTweak’s ASO tool has allowed the team to fine-tune its strategy and incorporate a refined keyword-based approach that strikes the right balance between time, effort, and value. The team better understands the ASO industry and can effectively position itself among its competitors in terms of organic downloads.

Games24x7 finds high value in AppTweak’s keyword tools which help to increase its visibility in the stores and drive more downloads. For example, Games 24x7 started ranking for one of the most generic keywords in the online gaming arena - thanks to AppTweak, the team was able to identify the most relevant keywords in line with its branding. As a result, Games24x7 designed its ASO strategy around this keyword and is now ranking #1 on the Indian App Store.

Charmis Pala, Head of SEO

Charmis Pala, Head of SEO

AppTweak has provided Games24x7 with a data-driven approach to ASO, helping us to fine-tune our process, prioritize what we need to optimize, and eliminate blind spots in our strategy.

Features used

Keyword Research & Suggestion Tools

Quickly find new keyword opportunities to grow your app’s visibility.

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App Analytics

Integrate your App Store Connect or Google Play Console to see all your data in one place.

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Category Rankings

Track and monitor category rankings for any app in the App Store & Google Play Store.

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