CRM and retention

Contact policy: how many messages a player gets a week

Contact policy (frequency capping) is the set of rules on how many marketing messages a player gets over a period across all channels combined, at what times and in what priority. Without it, unsubscribes grow instead of deposits.

Yevhen SychovOctober 2026

Key parts

  • Overall cap: for example, no more than 5 marketing messages a week per player across email, push, SMS and messengers combined. Service messages about payments and security do not count towards the cap.
  • Priority: a trigger on a player's event comes before a mass campaign. If the cap is used up, the campaign waits.
  • Quiet hours: no push notifications or SMS at night, in the player's local time.
  • Channel by consent: message players only in the channels where they have given consent.

Exclusions

Self-exclusion, limits, signs of problem gambling and an open payment dispute take the player out of all marketing messages. The check runs automatically before every send, not manually in individual campaigns.

How to choose the cap

Start with a moderate cap and adjust it based on data: deposits, unsubscribes and complaints in groups with different frequencies. Active players often need fewer messages, not more: they are already in the product. Test changes against a control group.

Common mistakes

  • Every team sends on its own. CRM, VIP and product message players independently, and the player gets ten messages in a day.
  • A cap per channel instead of an overall one. Three emails, three pushes and three SMS each look normal on their own, but together they are spam.
  • Measuring opens. Frequency decisions are made on deposits and unsubscribes.
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