CRM and retention

Marketing consent: who you are allowed to message

Marketing consent (opt-in) is a player's permission to receive marketing messages in a specific channel. Without it you cannot send the player promos, while service messages about payments and security are handled separately.

Yevhen SychovOctober 2026

How it works

  • Per channel: email, SMS, push and messengers each get separate consent. A player can allow emails and refuse SMS.
  • Explicitly: in many markets consent cannot be a pre-ticked box. The licence and the market's law set the requirements.
  • With proof: store the date, the channel and the text the player saw when they agreed.

Promo and service messages

TypeExamplesConsent needed
Servicepayment, withdrawal, document check, securityno, but with no promo inside
Marketingbonuses, tournaments, new games, reactivationyes

Unsubscribing

Unsubscribing should take one click and apply at once across every messaging system. A player who unsubscribed from emails should not get the same promo by push if they never consented to push. Self-exclusion and limits stop marketing completely, regardless of consents. Track the unsubscribe rate for every campaign: a rise in unsubscribes is the first sign that the frequency or topic is wrong.

Common mistakes

  • Promo inside a service email. A bonus in a withdrawal email turns it into marketing without consent.
  • Consent is not synced between systems. The CRM knows about the unsubscribe, but the SMS service does not.
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