Sports prediction app finds its best acquisition channel in 30 days

EZCA ran rapid paid social tests for Odbo across Kazakhstan and Belarus, pinpointing Android-first Google Play campaigns as the highest-converting install channel.

Throughput

Multiple audience, OS, and landing page variants tested

Systematic A/B testing across geo (KZ, BY), OS (iOS/Android), and landing page type in a single month

Speed

Winning channel stack identified within 30 days

Single-month campaign structured for rapid learning, not slow optimization

Odbo is a sports match prediction app (no betting) targeting Russian-speaking users across CIS. EZCA ran a focused February 2023 user acquisition campaign to test product-market fit and usage patterns. Through systematic testing of countries, OS types, and landing pages, EZCA identified the winning combination — Kazakhstan, Android, Google Play store page — and delivered meaningful install volume at optimized cost.

The problem

Odbo needed real user behavior data before scaling — not just raw install volume.

The Odbo team was pre-scale: they needed to understand how real users engage with the app, whether the product concept resonates, and which acquisition path delivers users who actually stick around. Sending all traffic to a landing site initially produced weak install numbers. The team had no data on which country, device type, or store placement would drive the best conversion. Any mobile app team in early user acquisition will recognize this: the first month is a structured experiment, not a media buy.

The approach

EZCA designed a structured acquisition test that mapped country, OS, and landing page against install quality simultaneously.

EZCA initially directed traffic to a landing page with links to both app stores — this approach underperformed. The campaign was quickly restructured to split users by operating system and send each directly to the relevant app store listing (Google Play or App Store), bypassing the intermediate landing page entirely. Meta Ads campaigns ran across Kazakhstan and Belarus, targeting Russian-speaking users with verified interest in sports. Multiple audience segments were built: general sports interest, iOS users, and Android users. Creative variants were tested across formats. Budget was adjusted continuously as performance data came in. The final winning configuration — Kazakhstan, Android, Google Play store page — delivered the best install rate and lowest cost per install of all combinations tested.

The outcome

Odbo's team got a clear acquisition playbook: Kazakhstan, Android, Google Play, Meta Ads.

The campaign delivered its primary objective: actionable data on user acquisition that the Odbo team could build on. Google Play outperformed App Store for installs. Kazakhstan outperformed Belarus on both volume and cost. Android outperformed iOS. The campaign structure and learnings gave the client a proven channel hypothesis to scale from, rather than entering a growth phase without channel conviction.