--- static_export_time: "2026-08-18T17:18:09+00:00" title: "How Zupee grew organic downloads by 134% after rebuilding its ASO for free-to-play" description: "Learn how Zupee grew organic downloads by 134% after rebuilding its ASO strategy around free-to-play gaming." url: "/en/case-studies/zupee" locale: "en-US" image: "https://www.apptweak.com/img/2026/03/Zupee-featured-image.png?auto=format%2Ccompress&w=2400&h=2400&fit=crop" --- # How Zupee grew organic downloads by 134% after rebuilding its ASO for free-to-play Company: Zupee Industry: Games Products used: - [![](/img/2024/10/79teDV4y-ASO-TOOLS-Circle.svg) ASO Tools ](/en/aso-tools) - ###### Get Started for Free Join the top mobile leaders using AppTweak [Start free trial](https://app.apptweak.com/accounts/new?locale=en) [Request a demo](/en/request-schedule-a-demo) - +134%growth in organic downloads - +133%keywords ranking in the Top 3 [Zupee](https://play.google.com/store/apps/details?id=in.ludo.supremegold&hl=en_IN) is a free-to-play skill-based gaming app that reimagines classic board games like Ludo into fast, competitive digital formats. The app serves millions of Indian players who enjoy strategic gameplay, fair competition, and quick entertainment. ## Key takeaways - Zupee rebuilt its ASO strategy after regulatory changes required the removal of real-money gaming keywords from its Google Play listing. - By shifting keyword targeting toward free-to-play and board game discovery intent, Zupee restored visibility and **increased organic downloads by 134%** within three months. ## Challenge Until October 2025, Zupee’s organic visibility on Google Play was closely tied to** real-money gaming (RMG)** intent. Its keyword strategy and store positioning were built around that model. But when regulations in India changed, Zupee had to remove all real-money mechanics and related terminology from its Play Store listing. Keywords that had historically driven installs were no longer usable, and compliance risk was high. At the same time, Zupee now needed to compete in the **broader Board Games category**  against free-to-play apps that had spent years building visibility around those searches. Before AppTweak, the team relied primarily on a market intelligence tool for keyword research and rank tracking. This supported monitoring, but **it wasn’t enough to rebuild discovery and conversion at scale** – particularly across keyword strategy, competitive research, and custom store listing (CSL) visibility. The initiative was led by Zupee’s organic marketing team, with strategy set by [Saumil Shah](https://www.linkedin.com/in/saumil555/) and [Lekhika Dhariyal](https://www.linkedin.com/in/lekhika-dhariyal/) and execution driven by [Mohit Singh](https://www.linkedin.com/in/mohit-s-0955b0195/) and [Sanchi Gupta](https://www.linkedin.com/in/sanchi-gupta-59720390/). Their KPI was clear: **sustained growth in organic downloads**. Every change needed to deliver measurable impact. ## Solution Zupee used AppTweak as its core workflow to rebuild ASO under a fully free-to-play positioning. ### 1. Rebuilding keyword coverage around free-to-play intent The team shifted from money-intent searches to compliant free-to-play and board game discovery. Using AppTweak’s Keyword Research, Zupee: - Identified **high-intent** free-to-play and gaming keywords aligned with the new positioning - Re-prioritized toward broader **category-level** discovery terms - Benchmarked metadata strategies used by leading free-to-play **competitors** This created a structured framework to rebuild the store listing and expand into a scalable, compliant keyword set. ### 2. Using competitor visibility to guide execution With AppTweak’s competitor analysis features, Zupee tracked how top apps were executing on Google Play across metadata, store presence, and promotional content. One clear gap was **promotions** – competitors were more active and visible. Based on those insights, Zupee introduced relevant promotional content aligned with key moments and user intent, strengthening visibility in competitive searches. ### 3. Launching intent-matched custom store listings (CSLs) Through AppTweak, Zupee identified when competitors were ranking for high-value keywords using personalized **custom store listings** rather than their default listing. After gathering insights, the team launched targeted CSLs with aligned creatives and messaging so store visitors saw an experience that directly matched to what they searched for. ### 4. Turning review feedback into reinstall growth Finally, Zupee used AppTweak’s sentiment analysis to identify **recurring themes in negative reviews** , including concerns about bots, unfair gameplay, and stability. Those insights informed new **CSLs** targeting users who had previously uninstalled the app. CSL messaging addressed these concerns directly – highlighting Zupee’s real-player gameplay, improved stability, and 24/7 support. ## Results Within three months of rebuilding its ASO strategy for free-to-play, Zupee achieved **measurable organic growth** vs. the October baseline: ![Zupee game company gained +134% downloads with AppTweak's ASO tools](/img/2026/03/Percentage-Increase-in-Download-zupee.png) _Zupee’s growth in organic downloads after rebuilding its ASO strategy around free-to-play_ - **November:** Organic installs declined by ~20% after restricted keywords were removed - **December:** Organic downloads had grown **+47% ** vs. the October baseline - **January:** Organic downloads had grown by **+134%** Keyword visibility followed a similar trajectory: - **November:** -50% keywords ranking in the top 3 - **December:** +80% - **January:** +133% Alongside download and visibility growth, Zupee strengthened its overall presence on Google Play: - Reached **No. 2 in Top Free Board Games** charts in India - Featured in the **Top Free Apps 2025** collection - Recovered **~25% of previously uninstalled users** through targeted CSLs By rebuilding keyword coverage, using competitor insights to guide execution, and launching intent-matched CSLs, Zupee successfully repositioned itself within the free-to-play gaming category while scaling organic growth. ![](/img/2026/03/zupee-team.jpg?auto=format%2Ccompress&w=200&h=129&fit=crop) Organic Marketing Team | Zupee > AppTweak helped us move from monitoring to execution at a critical moment for our business. Having previously worked with multiple ASO tools, AppTweak's depth of keyword research, competitor visibility, and CSL insights enabled us to rebuild our strategy for free-to-play and drive 134% organic download growth within three months. ## More case studies - [ ### How King restored 100% of keyword installs by uniting ASO & Apple Ads Read the story ](/en/case-studies/king-aso-apple-ads) - [ ### How Treeplla tripled their review response rate in 3 weeks Read the story ](/en/case-studies/treeplla) - [ ### How Pixel Federation measured app installs & revenue growth after being featured Read the story ](/en/case-studies/pixel-federation-featurings) - [ ### How King reduced time spent on recurring ASO tasks by 62% Read the story ](/en/case-studies/king) - [ ### How AppQuantum increased game downloads by 21.5% with creative A/B testing Read the story ](/en/case-studies/appquantum) - [ ### How Pixel Federation optimized its ASO before a game launch to secure top rankings Read the story ](/en/case-studies/pixel-federation) [See all case studies](/en/case-studies)