CRM iGaming Assignment for Kaizen Gaming
- 2. Agenda Retention Challenges Among Newly Acquired Users Preventing Predicted Churn: CRM for At-Risk Players Evaluating Campaign Impact: Before vs. During Sportsbook Promo 01. 02. 03.
- 3. User Profile & Acquisition Sources ● Who are our newly acquired users? (age, region, device, product preference) ● Which acquisition channels (affiliates, paid search, social media, sponsorship tie-ins) are driving these users? ● What product(s) did they engage with first — Sportsbook, Casino, Live Betting? Onboarding & Early Experience ● How smooth was the onboarding journey (registration, KYC, deposit)? ● Did they place a first bet or play a game immediately? ● Were they exposed to relevant content or offers early on? Addressing Retention Challenges Among Newly Acquired Users: Key Questions and Strategic Action Plan Communication Strategy ● What onboarding or early-life campaigns are triggered post-sign-up? ● Are these messages personalized by user behavior or product interest? ● How well are push notifications, emails and SMS performing in early engagement?
- 4. Behavioral Data & Engagement Patterns ● What percentage of users complete a key event (e.g., first deposit, first bet)? ● At what point in the journey do they typically drop off? ● What’s the difference in behavior between retained users vs. churned users? Benchmarks & Impact ● What previous retention experiments or campaigns have been tested? ● How do our retention rates (Day 1, Day 7, Day 30) compare to industry benchmarks? ● What would be the impact (revenue, LTV) of a 10%+ increase in early retention? Addressing Retention Challenges Among Newly Acquired Users: Key Questions and Strategic Action Plan Historical Campaign & Product Learnings ● Have previous retention campaigns been A/B tested? What worked and what didn’t? ● Are we leveraging player value segmentation (e.g., VIP, dormant, bonus chasers)? ● What learnings exist from other markets or similar campaigns?
- 5. Step 1: Analyze and Segment Run cohort and funnel analysis (acquisition channel × behavior × churn). Identify key drop-off points in product usage and communication journeys. Action Plan Step 2: Optimize Onboarding Experience Tailor onboarding by source and product interest (Sportsbook vs. Casino). Ensure frictionless KYC, fast deposits, and guided first play or bet. Step 3: Deploy Behavior-Based CRM Journeys Set up triggered messages based on time and activity (e.g., first deposit not made within 24hours). Personalize rewards, content and tone based on predicted user intent. Step 4: Launch Trigger-Based Retention Campaigns A/B test offers (e.g., bet boosters, deposit match, free spins) on low-engagement users. Incentivize repeat visits (free spins, cashback, bet boosters). Step 5: Track, Optimize and Scale Monitor Day 1, Day 7 and Day 30 retention. Track campaign ROI, bonus cost vs. reactivation rate. Step 6: Replicate what is working Document learnings to build a replicable retention playbook. Roll out best-performing campaigns across markets and brands.
- 6. Introduction 1. Identify and Segment High-Risk Users 🔹 Break down the churn-prone cohort for targeted interventions: ● By product: Sportsbook vs. Casino users ● By value: VIPs, high depositors, casual players ● By behavior: Last login, last transaction, favorite game or team ● By acquisition source: Organic, affiliate, paid, etc. 2. Trigger-Based, Personalized Interventions 🔹 Incentivized Reactivation Campaigns ● Sportsbook: Risk-free bet or odds boost on their favorite team or league ● Casino: Free spins or cashback on top-played games ● Time-sensitive: “Expires in 48h” to create urgency 🔹 Contextual Messaging ● Tailor communications based on recent behavior (e.g., long losing streak, near-miss bets, sudden inactivity): ○ “Back your streak – your next bet is on us!” ○ “You were close last round. Here’s a boost to try again.” 🔹 Channel Optimization ● Primary: Push, email, and in-app for broad reach ● Secondary: SMS or personal call for VIP and high-LTV users Preventing Predicted Churn: High-Impact CRM Actions for At-Risk Players
- 7. Introduction 3. Gamify Re-Engagement ● Challenge: “Place 3 bets this week and get €10 bonus” ● Progress Tracker: Visually show how close they are to unlocking rewards ● Streak Rewards: Re-engagement over multiple days unlocks escalating bonuses Launch a “Save Your Streak” mini-campaign: ● Daily login challenge: small bonus each day for 3–5 consecutive days ● Reward ladder for engagement milestones ● Visual tracker to boost motivation 4. Experience-Driven Interventions ● Product journey reminders: Highlight features they haven’t used (e.g., live betting, multi-bets, jackpots) ● UI nudges: In-app popups suggesting personalized next actions For high-LTVusers: ● Account manager outreach (email/call) ● Exclusive offers (e.g., invite to tournament or private bet boost) ● Personalized message acknowledging user history Preventing Predicted Churn: High-Impact CRM Actions for At-Risk Players
- 8. Introduction 5. Measure and Optimize Track impact through: ● Key KPIs: ○ Re-engagement rate within 7days ○ Deposit conversion post-incentive ○ Bonus cost vs. churn reduction ROI ● A/B testing: Incentive types, copy tone, channel mix ● Feedback loop: Incorporate performance data back into the churn model to improve targeting Example Campaign Flow A. Day 0 (Model Flags User) → Segment user → Assign to campaign B. Day 1 → Trigger incentive with personalized message C. Day 2-4 → Nudge with gamified CTA D. Day 5+ → Escalate incentive if no response E. Day 7→ Remove from churn list if reactivated; else log for feedback Preventing Predicted Churn: High-Impact CRM Actions for At-Risk Players
- 9. Metric Previous Month Promo Month % Change Key Insight Total Deposit Amount (Last 3 Months) 1,781.62 1,992.26 +11.82% More money deposited by players. Number of Activity Days (Last 3 Months) 43.33 46.10 +6.40% Players were more active and engaged. Sport Turnover (Last Month) 2,038.94 2,438.39 +19.59% Players wagered significantly more or garnered higher betting volume. Average Daily Bet Amount (Lifetime) 174.47 63.95 +1.53% Stable but slightly more aggressive betting. Number of Deposits (Last 3 Months) 56.77 63.95 +12.65% Players deposited more frequently. Churn Factor (Last 3 Months) 1.79 1.73 -3.72% Improved or better retention (fewer players dropped off). Lower is better. KeyMetricsComparison Evaluating Campaign Impact: Player Behavior Before vs. During the Sportsbook Promo
- 10. What went well ❖ Increased Engagement: More deposit actions and active days suggest stronger user involvement. ❖ Higher Revenue Generation: Substantial growth in turnover and total deposits which indicate players not only visited more but spent more. ❖ Better Retention: Decrease in churn suggests players were retained more effectively. Areas of Concern ❖ Average Bet Size: Growth was minimal (+1.5%). Explore ways to increase this with more aggressive and tailored incentives. ❖ Churn Still Exists: While improved, churn remains a challenge for a segment of players indicating the need for targeted re-engagement strategies. ❖ Targeting or Segmentation: Deeper analysis by other user segments (e.g., betting history or start date) could reveal untapped potential. Recommendations ❖ Segmented Offers: Tailor promotions a. High-depositors: Bet-matching or cashback offers. b. Low-engagement users: Re-activation bonuses. ❖ Milestone Rewards: Incentivize behavior with gamification like consecutive days playe or reaching deposit thresholds in progress bar or leaderboard format. ❖ Churn Tracking: Monitor churned users post-campaign and test reactivation messages. Campaign Goals ❖ Increase player engagement ❖ Expand market share or demographics ❖ Drive deposit volume ❖ Boost betting activity ❖ Educate or introduce new features ❖ Enhance player lifetime value (LTV)
- 11. The campaign was successful, driving increased player activity, higher deposits and improved retention,with some room for optimization. With modest improvementstodata-driventargetingand segmentation, the next campaign can perform even better. Overall Campaign Rating: 8/10 “ “
- 12. Thank You! For any queries, contact: Email [email protected] LinkedIn www.linkedin.com/in/zandroagban Number +639212589221