CRM and retention

CRM in iGaming: how a casino retains players

CRM (Customer Relationship Management) in a casino is the system and the team that run communication with players: segments, trigger flows, offers and channels. The goal is to retain players and grow their value without unnecessary bonuses.

Yevhen SychovOctober 2026

Key parts

  • Data and segments: who the player is, what stage they are at, how much they bring in, what they play.
  • Trigger flows: a message on an event. An abandoned deposit, a first deposit, a missed usual day, an expiring bonus, a birthday.
  • Campaigns: segment mailings for a release, a tournament or a holiday.
  • Channels: email, push, SMS, messengers, on-site banners, a call from a VIP manager.
  • Offers: bonuses, free spins, cashback, tournaments, missions. And the decision on who needs no offer at all.

How to measure

Campaign impact = campaign group result minus control group result5,000 players got the email, and 9% made a deposit. In the control group without the email, 6% did. The campaign added 3 percentage points, not 9%.

The main CRM metrics: retention, conversion from first to second deposit, the share of players won back from churn, Bonus Rate and unsubscribes. Opens and clicks show interest, but decisions are made on deposits and NGR.

Rules that save budget

  • First decide whether a bonus is needed at all. For a player who deposits anyway, a tournament or a mission is enough.
  • One weekly message cap across all channels combined.
  • Exclusions in every mailing: self-exclusion, limits, risk markers, an open payment dispute.
  • A control group for every campaign. Without it, the offer takes credit for players who would have come anyway.
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