TL;DR: Casino apps test their App Store pages harder than almost any other kind of app. Among the 50 casino apps earning the most on the US store on September 28, 2026, 46 have run at least one Product Page Optimization test since August 2025, and all 10 of the top 10 have. Across 73 top-100 casino apps we detected 554 tests. Screenshots are the thing they test. The tests are short (median 8 days) and they end in small edits: a quarter of tests introduced exactly one new screenshot. Classic Slots changed its default screenshots 10 times across 24 tests. Lotsa Slots shipped a Christmas set in January and still showed Santa in August.
Apple's page-testing tool is called Product Page Optimization, and our crawl logs a test whenever a variant is served to one of its sessions. We took the en-US tests from August 23, 2025 to September 28, 2026 for the 100 apps ranked highest in casino revenue on September 28, 2026. That is 554 tests from 73 apps. For each test we compare the variant screenshots with the default screenshots that our crawl saw in the same test. Apple keeps the conversion results private, so we can say what ran and what became the default, not what converted.
46 of the top 50 grossing casino apps have tested
| US top grossing chart, Sep 28, 2026 | Ran at least 1 test | Share |
|---|---|---|
| Casino, top 10 | 10 of 10 | 100% |
| Casino, top 50 | 46 of 50 | 92% |
| Casino, top 100 | 73 of 100 | 73% |
| All apps, top 50 | 32 of 50 | 64% |
| All apps, top 100 | 66 of 100 | 66% |
At the very top the gap is large. Further down the casino chart it is smaller: 73% for the top 100, against 66% for the whole store. Card games, the neighbor of casino, are close behind at 86% for the top 50. The money is in the top of the chart, and the testing follows the money. Casino apps also test more often: 20 of the 73 testing apps (27%) ran 10 or more tests. Across all 24,773 apps with a US test in our log, 675 (2.7%) did.
The count is not led by the best-known names. Golden Casino (#92 in grossing) has 25 tests, Classic Slots (#55) has 24, and Jackpot Lightning (#91) has 22. Jackpot Party, #1 in the casino grossing chart, has 18. Lotsa Slots, #10, has 16.
One new screenshot is the most common test
We compared each test's variants with the default screenshots, on iPhone. A screenshot counts as new when it was not on the default page of that test.
| What the variants changed | Tests | Share |
|---|---|---|
| One new screenshot | 141 | 25% |
| Two screenshots up to under half the set | 118 | 21% |
| Half the set or more | 153 | 28% |
| Same screenshots, different order | 15 | 3% |
| No difference in what we captured | 127 | 23% |
Six in ten of the tests with a visible change were small: a single new image, or a few. Casino teams do not usually test a whole new look. They test one machine, one caption or one position in the first three screenshots. The 28% that change half the set or more are rebuilds, such as seasonal sets.
Two limits apply. First, 23% of tests show no difference in the screenshots we capture. They may differ in app previews or in promotional text, which we do not capture. Second, we cannot see promotional text variants at all. In 108 of the 554 tests the variants carry promotional text, but it is the same text in every arm. The same holds in the store-wide samples we checked (tests from September 2025, February 2026 and September 2026), so we do not count any test as a promotional text test.
Icons are rare. We started recording icon variants in spring 2026, and every test has had an icon row since August 1. From that date, 10 of 59 casino tests (17%) changed the icon. That is the same share as the whole store: 1,135 of 6,702 tests (17%).
The typical test lasts 8 days and rarely drags on
| Tests that ended before Sep 29, 2026 (US) | Tests | Median days | 30 days or more |
|---|---|---|---|
| Casino top 100 | 550 | 8 | 7.6% |
| All top-grossing top 100 | 375 | 7 | 7.2% |
| All apps | 54,016 | 9 | 21.4% |
| Classic Slots | 24 | 5.5 | 1 of 24 |
| Lotsa Slots | 16 | 8.5 | 0 of 16 |
Our July study of 53,000 experiments reported a store-wide median of 11 days. The log has grown since then, and with the same method applied to all tests through September 28 (first day to last day, both counted) the store-wide median is 9 days. Casino sits at 8, and the longest test among the 40 for Lotsa Slots and Classic Slots was 30 days.
The difference is in the tail. One test in five across the store runs 30 days or more, often because nobody stopped it. Among top casino apps, it is one in 13. High-grossing apps of all kinds behave the same way, so this is a trait of big earners and not of casino alone.
Classic Slots shows the extreme. Since April 15, 2026 it ran 9 tests, and each was live for 1 to 3 days in our data. A test that is seen on one day may run longer. Our crawl only sees a variant when Apple serves it to one of our sessions.
Classic Slots changed its default 10 times in 24 tests
Classic Slots (app id 1116870834) is the second-heaviest tester in the casino top 100. It ran 24 tests between August 25, 2025 and September 24, 2026. 15 of them had one variant against the default and 9 had two. 12 of the 24 brought in a single new screenshot.
Between tests, the default page changed 10 times. Nine of the 10 changes were one to three images:
| Default changed between | New default images | Where they came from |
|---|---|---|
| Sep 24 and Oct 27, 2025 | 3 | All 3 in the 30-day test of Sep 24 |
| Nov 21 and Dec 5, 2025 | 6 | 5 in the Nov 21 test, 1 in the Nov 13 test |
| Dec 5 and Dec 17, 2025 | 1 | The Dec 5 test |
| Dec 30, 2025 and Jan 10, 2026 | 1 | The Dec 30 test |
| Feb 14 and Mar 2, 2026 | 2 | 1 from the Feb 14 test, 1 new |
| Apr 15 and Apr 28, 2026 | 2 | 1 from the Apr 15 test, 1 new |
| Apr 28 and May 26, 2026 | 1 | New |
| May 26 and Jun 14, 2026 | 1 | The May 26 test |
| Aug 12 and Aug 28, 2026 | 1 | The Aug 12 test |
| Sep 5 and Sep 24, 2026 | 2 | 1 from the Sep 5 test, 1 new |
Across all 10 changes, 20 images entered the default and 16 had been in a test variant earlier. So the page is edited from its own test history, a few slots at a time. Duolingo's new default set in August was built the same way, from two winning variants. Over the year, all ten images changed, although several show the same machines in re-cut frames.
Lotsa Slots shipped a Christmas set, and Santa was still there in August
Lotsa Slots (app id 1356045010, #10 in casino grossing) ran 16 tests. Its first four tests changed one image or nothing we could see. The big ones came later.
- December 4 and December 24, 2025: two tests of a Christmas set. A Santa slot sat in position 2, and the gold coins along the bottom edge became gift boxes. Both variants of the second test are the set that was the default on January 13.
- By January 13, 2026: the Christmas set was the default, and all 9 screenshots were new.
- January 13 to March 26, 2026: five tests. The variants in the January and March tests brought coins back at the bottom edge, and the March 26 variant also added a new shark slot.
- By May 26, 2026: the default had coins again and a shark slot. 8 of its 9 new images had been in the March 26 variants.
- August 17, 2026: a test of the first screenshot with 3 variants. The default was the same set from May, and Santa is still in position 2.
The gift-box look was gone by late May, and the Santa slot itself outlived the season. We cannot say whether that was a choice or an oversight. We can say that the page that our crawl saw as the default in mid-August 2026 had a Santa screenshot at the second position.
What to take from the casino tests
- Test one thing at a time. One new screenshot is the most common test (25%), and Classic Slots turned small tests into 10 default changes.
- Keep tests short. Casino tests run a median of 8 days, and one in 13 runs 30 days or more, against one in five across the store.
- Reuse your test history. 16 of 20 new default images in Classic Slots had been in an earlier variant.
- Retire seasonal screenshots. A Christmas slot was still in Lotsa Slots' default page in August.
- Do not expect icon tests to be special. Casino apps test icons about as often as everyone else (17% since August 1).
You can watch the same kind of tests on your own category. Our study of Keiki's keyword field shows how a screenshot test series ended before a keyword change, and our guide to how keyword tracking works explains why page conversion and search position move together. AppSigma records the tests, screenshots and listing changes of the apps you track.
Method notes: the data is en-US Product Page Optimization experiments, logged since the first detection on August 23, 2025. The casino group is the 100 apps in that day's US casino revenue chart (73 had at least one test), so apps that dropped out earlier are missing. Durations run from the first to the last day we saw a test, both counted, and we capped them at September 28. A test seen on one day may have run longer. "New screenshot" means an image whose content hash was not in that test's default page, compared on iPhone sizes. The default is the control arm that our crawl recorded in each test. Icon variants are only recorded since spring 2026, so the icon share uses tests from August 1. Our weekly captures of the store listing can lag behind what the crawl sees during a test, so we read defaults only from the control arm. The store-wide durations and the share of testers use all en-US tests through September 28, 2026.
Frequently asked questions
Do casino apps A/B test their App Store pages?
Yes, and more than most categories do. Between August 2025 and September 2026, 46 of the 50 top-grossing US casino apps ran at least one test, as did all of the 10 biggest. The 73 testers in the top 100 ran 554 tests.
What do casino apps test on the App Store?
Screenshots, nearly always. Most tests swap one image or a few, and about a quarter replace half the set or more. Icons changed in 17% of tests since August 2026, matching the store-wide rate. We cannot see promotional text changes.
How long do casino App Store A/B tests run?
Around a week. The middle test lasted 8 days for the top 100 casino apps and 9 days store-wide. Just 7.6% of casino tests went on for 30 days or longer, while 21.4% of all tests on the store did.