Segmentation and analytics

RFM analysis: recency, frequency and monetary value

RFM analysis (RFM segmentation) is a way of scoring players on three axes: how recently they last deposited (recency), how often they deposit (frequency) and how much revenue they bring in (monetary). The combination of scores shows CRM whom to look after, whom to win back urgently and whom not to spend bonuses on.

Yevhen SychovOctober 2026

How it works

On each axis, a player gets a score from 1 to 5 by quintile: the base is sorted and split into five equal parts. The top 20% score 5 and the bottom 20% score 1. A 5-4-5 code means a recent deposit, frequent deposits and high revenue.

  • Recency (R) is counted in the player's usual intervals, not in days. For example, a player deposits every 3 days and has been quiet for 9 days: three intervals missed, which is a broken rhythm. A player who deposits every 20 days is still within their rhythm after 15 quiet days.
  • Frequency (F): the number of deposits over a period, for example 90 days.
  • Monetary (M) is taken from NGR, not from deposits. For example, a player deposited €5,000 and withdrew €4,900: by deposits they are near the top, yet they brought in almost no revenue.

Segments and actions

SegmentR, F, MWhat CRM does
Best5, 4-5, 4-5service and personal contact, no personal bonuses: they deposit anyway
At risk1-2, 4-5, 4-5contact straight away, their games, an offer on their usual terms without raising the deposit
Dormant1, 1-2, 1-2a reminder and a low-cost reason to come back: the longer the sleep, the less we ask
New5, 1, anya journey up to the second deposit

How to use it

  • Recalculate every day. A player slipping from best to "at risk" is in itself a reason to get in touch.
  • Exclusions before scores: self-exclusion, limits, risk signs and an open dispute over money take a player out of every audience.
  • The effect by segment is measured against a control group.

Common mistakes

  • Monetary based on deposits. Bonus hunters and players who deposit and withdraw straight away rise to the top. Player value is measured by NGR.
  • Recency in days for everyone. For a daily player, 10 quiet days is churn, for a once-a-month player it is normal, yet both get the same R score.
  • Bonuses for the best. A 5-5-5 player deposits without an offer anyway, and a bonus only lowers their NGR.
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