As the NFL 2025 season kickoff approaches, the mobile app marketing landscape is abuzz with excitement and strategic shifts. Sports enthusiasts are not the only ones eagerly awaiting the first whistle; marketers and app developers are also gearing up to capture the heightened user attention.
In this blog post, we will delve into how apps related to the NFL season are tuning their strategies to maximize visibility and engagement. From keyword optimization to timely app updates, engaging in-app events, and customized product pages, every move is calculated to score big with both new and existing users.
Understanding the battle for keywords
Share of Voice analysis of “NFL” keyword analyzed with Keyword Trends by MobileAction.
As the new NFL season approaches, the competition among apps to dominate search results heats up. Keywords related to the NFL see a spike in popularity, driving apps to bolster their visibility through organic and paid search strategies. The NFL official app, along with popular Games category apps like Madden NFL 25 and NFL Fantasy Football, lead the pack in organic search performance.
Notably, the NFL official app also enhances its visibility through Apple Search Ads, underscoring the importance of brand protection early in the season. Similarly, streaming services like Fubo and sports betting platforms such as Bally Bet Sportsbook are also prominent in search results, capitalizing on the seasonal surge in interest.
Share of Voice analysis of “NFL season start” keyword analyzed with Keyword Trends by MobileAction.
Focusing on the “NFL season start“ keyword, apps like Dick’s Sporting Goods and Vivid Picks Fantasy Sports have managed to secure top organic rankings. Meanwhile, Fubo, Thrillzz Social Fun Sports, and the surprising entry, a Puzzle Game category app Zen Word, are utilizing search results ads to ensure visibility during this key period.
Timely updates to stay relevant
App update made by Paramount+ on August 26 analyzed with App Update Timeline by MobileAction.
The NFL’s official streaming partner, Paramount+, has updated its app metadata by adding football-related keywords to its promotional text and changing its screenshot set to focus first on the start of the NFL season.
App update made by DraftKings Fantasy Sports on August 6 analyzed with App Update Timeline by MobileAction.
DraftKings Fantasy Sports adapts its strategy to the NFL season by transitioning its focus from MLB to NFL. The app updates its subtitle to reflect this focus and introduces new screenshot sets that prominently feature NFL elements, demonstrating its commitment to seasonally relevant content.
App update made by Bally Bet Sportsbook on August 15 analyzed with App Update Timeline by MobileAction.
Bally Bet Sportsbook updates its metadata regularly to align with the sports calendar, particularly the NFL season. By refreshing its screenshots to include visuals of football and NFL team betting interfaces, it maintains relevance and appeals directly to football fans.
Engaging users with timely in-app events
Ended in-app events before the season start analyzed with In-App Events by MobileAction.
In the run-up to the season’s start, the NFL official app hosted pre-season-themed events to re-engage existing users and warm up the audience. These events are designed to build anticipation and provide a taste of what’s to come, keeping the app at its users’ minds during the off-season.
Live in-app events during the season start analyzed with In-App Events by MobileAction.
With the NFL season underway, several apps have rolled out NFL-themed in-app events to sustain user engagement through live interaction and themed content. Vivid Picks Fantasy Sports, Sporttrade, DraftKings Pick6: Fantasy Game, Underdog Fantasy Sports, bet365: Sportsbook & Casino, and Bally Bet Sportsbook are leveraging the ongoing season’s excitement to host events that offer special deals, enhanced gameplay, and unique experiences tailored to the NFL audience. These live events are crucial for maintaining high user engagement and capitalizing on the season’s momentum.
Custom product pages for targeted engagement
Custom product pages created with the “NFL” keyword analyzed with CPP Intelligence by MobileAction.
Paramount+ leverages its position by creating a custom product page for the “NFL” keyword, which holds a substantial search popularity score. This approach allows them to uniquely address high-intent searchers with tailored content that resonates well with sports fans.
Custom product pages and default product page creatives, compared with CPP Intelligence by MobileAction.
When we compare the Paramount+ custom product page creatives with their default product page creatives, it’s clear that they cleverly communicated with sports watchers by adding a sporting category streaming UI page at the very beginning of their creative set, right before all the other service categories they have. They managed to deliver what they were aiming for without losing or going beyond their own design language and style.
Custom product pages created with “nfl season” keyword with CPP Intelligence by MobileAction.
Sofascore is making significant progress by focusing on the “NFL season start” keyword through custom product pages. Sofascore captures 18% of its product page impressions from this specific page alone, indicating a highly successful targeting strategy.
Custom product pages created with “nfl season start” keyword analyzed with CPP Intelligence by MobileAction.
TickPick No Free Tickets takes a direct approach by creating a custom product page for the “NFL season start” keyword. This page alone accounts for 7% of their product page impressions to directly attract users interested in the NFL season’s starts.
Capitalizing with search result ads
Search results ads runner with “NFL” keyword with Search by Keyword by MobileAction.
The impressive search popularity of the “NFL” keyword (65) provides an excellent opportunity for targeted advertising during the pre-season and the season start. Entertainment and Sports category apps such as Fubo, Paramount+, Bally Bet Sportsbook, and the NFL official app leverage this chance to ensure top visibility by running search result ads for this keyword.
Search result ads runners with “NFL season start” keyword analyzed with Search by Keyword by MobileAction.
Even though the “NFL season start” keyword holds a lower popularity score, its specific relevance to the period makes it a strategic target for ads. Apps across various categories, including Entertainment apps like Fubo and TickPick, Sports apps such as Fanatics Sportsbook & Casino and Thrillzz Social Fun Sportsbook, and even unexpected categories like Games and Health & Fitness with apps like Stardust: Slots & Casino Games and GOLFFOREVER, are actively running search result ads for this high-intent keyword.
The NFL season kickoff marks a crucial juncture for mobile app marketers, presenting unique opportunities to engage with an enthusiastic fanbase. The strategies discussed, from strategic keyword optimization and proactive app updates to dynamic in-app events and precisely targeted custom product pages and search ads, illustrate how brands can effectively capture and sustain user interest during this high-energy period.
At MobileAction, we understand the rhythms of seasonal marketing trends, especially in sports like American football, where timing and relevance are key. Schedule a demo now to leverage these insights and gain traction during the NFL season. Enhance your apps and games’ user acquisition with intelligence, automation, and expertise.
