UA
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ENKey parts
An example structure: the sections can be named differently, but you need every one of them.
| Section | What it covers |
|---|---|
| Budget | Bonus Rate for the month and its split between welcome bonuses, CRM and VIP |
| Bonus types | welcome package, reload, cashback, free spins, reactivation, VIP offers |
| Who and when | the player's lifecycle stage, segment and reason for each type |
| Terms | the mandatory set for every bonus |
| Who gets no bonuses | self-exclusion, limits, risk signs, an open dispute over money, confirmed bonus abuse |
| Decisions | who proposes, who approves, how a new version is introduced |
The policy also spells out who does not need a bonus: for an active player who deposits anyway, a tournament or a mission is enough. The VIP manager and support choose the reason and the channel, but the offer comes from the policy.
Mandatory bonus terms
- Deposit: minimum and maximum.
- Wagering requirement and base: on the bonus, or on deposit plus bonus.
- Game weighting and the list of allowed games.
- Bet while wagering: minimum and maximum.
- Max cashout where it is needed: free spins, no deposit bonuses, low wagering.
- Wagering period by wager: 72 hours for x40, 48 hours for x30, 24 hours for x20 and below. Inactive players get at least 72 hours to activate.
- Explicit consent: a bonus is credited only once the player has activated it themselves and seen the terms. Free spins are credited all at once, not in batches.
Budget and who decides
Bonus budget = planned GGR x Bonus RateFor example, planned GGR for the month is €200,000 and Bonus Rate is 10%: bonuses can cost €20,000. Of that, €7,000 goes to welcome bonuses, €8,000 to CRM and site promotions and €5,000 to VIP.
The cost is counted on bonus money that became real money. The margin threshold is covered in the article on Bonus Rate.
Changes are proposed by the policy owner, usually the head of CRM or retention. Finance approves the budget, and compliance checks the terms and exclusions. Each new version goes out with a date.
Common mistakes
- Rules that live in chats. Each team gives out bonuses its own way, and the cost of promotions cannot be calculated.
- Calculating the budget on deposits. Deposits are not revenue. Bonus Rate is calculated on GGR, otherwise the budget is not tied to margin.
- Changing terms retroactively. A new version applies only to new offers: an activated bonus is completed under the terms the player saw when activating it.