Segmentation and analytics

Player segmentation: who gets which offer

Player segmentation (customer segmentation) is splitting the player base into groups with shared traits: lifecycle stage, value, behaviour, geo and risk. Each group gets its own offer, channel and frequency, and some need no offer at all.

Yevhen SychovOctober 2026

What segments are built from

AttributeExample segments
Lifecycle stageregistered without a deposit, first deposit, active, at risk of churn, churned
Valueaverage deposit, NGR for the period, future VIPs, high rollers
Behaviourfavourite games and providers, bet level, days and times of play
Geo and languagecountry, currency, games and payment methods available in the country
Riskself-exclusion, limits, signs of problem gambling, an open dispute

RFM: a quick start

RFM splits players along three axes: how long ago they last deposited (recency), how often they deposit (frequency) and how much they bring in (monetary). Even a rough split into three levels on each axis shows straight away whom to look after, whom to win back and whom not to spend bonuses on.

Where to start

  1. Exclusions: who must not be offered anything.
  2. Lifecycle stage: it sets the goal of the communication.
  3. Value and behaviour: they set the size of the offer and the game in it.

Common mistakes

  • Segments without actions. A segment is only needed if it has its own offer, channel or frequency.
  • Segments refreshed once a month. Players change stage within days: recalculate segments every day.
  • Risk flags missing from some audiences. Exclusions are checked automatically before every send.
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