UA
RU
ENWhat it takes into account
| Player data | What gets tailored |
|---|---|
| Favourite games and providers | the game in the offer, the email and the lobby |
| Average bet and deposit | the free spin bet, the minimum and maximum deposit |
| Rhythm: days and hours of play | the send time and the moment the rhythm breaks |
| Country | only games open in the player's country, the currency and payment methods |
| Source | which affiliate, campaign or promo code brought the player in |
Segmentation splits the base into groups, while personalisation picks the offer for one player within a group.
How it works
- Can the player be contacted: exclusions and channel consent are checked first.
- Is a bonus needed: for an active player who deposits anyway, a new game, a tournament or a mission is enough. Giving them a personal bonus is pure cost.
- Which offer: a game from their favourite provider, a free spin bet that matches their level of play. For players in churn, do not push the deposit up: the deeper the churn, the smaller the ask.
- Channel and timing: where the player reads messages and at what hour they usually play.
Using the same data, support that sells gives out offers in chat. The effect is measured against a control group, and the contribution of the matching itself against a group that gets a generic offer.
Effect = personalised offer group result minus control group resultFor example, 2,000 players with a broken rhythm got free spins on a slot from their favourite provider, and 11% made a deposit. In the control group with no message it was 6%: the effect is 5 percentage points, not 11%.
The decision is made on NGR: GGR minus bonus cost.
Consent and responsible gambling
Regulators look closely at automated personalisation: the model must not nudge people into play that harms them. Personal messages go out only with the player's consent. Self-exclusion, limits, risk signs and an open dispute over money remove the player from all offers under the responsible gambling rules. Rising stakes are no reason for a bigger offer: check for markers of harm first.
Common mistakes
- Personalisation that stops at the first name. A name in the subject line and the same bonus for the whole base: the player sees a template. What works is the game, the bet and the moment.
- A bonus for everyone because it is personal. An active player gets a gift for a deposit they would have made without it.
- The game is blocked in the player's country. Free spins on a slot that the provider has blocked in that country will not launch. Every offer needs a country filter.