Segmentation and analytics

Dormant player: was active, then went quiet

A dormant player (inactive player) is a player who used to be active but has not placed bets or made deposits for a long time: for example, 30, 60 or 90 days. In some markets the same term covers an inactive account with money on the balance.

Yevhen SychovOctober 2026

Depth of dormancy

No deposit forApproach
up to 30 daysa reminder and a game that suits the player, often without a bonus
30-90 daysan offer on their previous terms and with a smaller deposit
over 90 daysa no deposit bonus or free spins, no deposit asked

The periods are approximate: the window depends on the player's usual rhythm. For a daily player, a week without a deposit is already dormancy.

Dormant player vs churn

Dormancy is the state of a specific player. Churn is the share of such players in the base over a period. The dormant segment is for taking action, and the churn metric is for measuring.

How to wake them up

  • The deeper the sleep, the less you ask: the player's finances over this time are unknown.
  • At least 72 hours to activate the offer: a dormant player does not log in every day.
  • Games from their history: their providers and the new releases that came out while they were away.
  • If emails are opened without clicks, change the channel, the game or the format.

Money on the balance

A dormant account may still hold a balance. What to do with it is set by the licence: notifications, timeframes, rules. Tell the player about the balance in advance: it is both good care and a reason to come back.

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