Although an established name in the sports betting world, Coral are outspent by William Hill, Paddy Power, Ladbrokes and other bookies with deep pockets. The World Cup was a massive opportunity for them to gain market share - but how could they steal a mobile march on the big boys?

Drive downloads of the Coral betting app throughout the 2014 football World Cup through a programme of app store optimisation.

New screen shots were designed, descriptions, keywords and the app name were all overhauled, so (for example) without advertising they leapt from nowhere to number 3 on searches for "World Cup Betting". As the World Cup commenced, Coral used their comparatively small budget tactically to target the highest volume games: England matches and other big games. The sleepy giants spent more overall but Coral were number 1 or 2 in the chart for every one of their target games, picking up tens of thousands of organic downloads in the process (worth £millions in future bets).

Over 3 weeks the app was downloaded 150,910 times at a cost of 80p per download. Prior to the campaign the highest position the app had ever achieved was 33; during our campaign they reached number 1 in the Sports app chart for the first time!

"We have been really pleased with the work that The Mobile House produced for us. We look forward to building on the great start that they have made as we move into the new Premier League season and beyond." Raymond Doyle, Mobile Marketing Manager, Coral