Personas (available for selected partners)

Excel your strategy based on your players individual motivation and play style.

What is Personas?

Within the Personas model, we take a deeper look at your players’ gameplay behaviour — how explorative they are in their game selection, their betting style, how impulsive they are, their likelihood to redeposit, and how regular their gameplay is.
These insights give you a clearer understanding of player motivations, helping you optimise both content and timing. The result is more relevant engagement, increased stickiness, and stronger player loyalty.

How does the model work?

The model consists of six different personas that can be utilised within your CRM strategy. Every player is included once they have placed at least one bet. The model runs once per day at 06:00 UTC, ensuring consistent evaluation and making implementation straightforward.
Segmentation and triggering on movement Using the Related Player Feature, you can easily segment and target the right personas within your campaigns. You can also trigger campaigns when a player moves from one persona to another using the Player Feature Movement trigger.
Market-specific behaviour The model is global and works across all markets. If you operate in markets with different player behaviours, your players may simply distribute differently across the six personas. Note: Players who place their first bet after 06:00 UTC will be evaluated and included in the model the following day after the next 06:00 UTC run.

How to use the Personas model

  1. Enable the model - From the main menu, navigate to Singularity Model -> Player Features, open the Personas Player Feature and make sure it's enabled. Once enabled, the model will start to evaluate your players and distribute them within the different personas. Related segmentation and trigger capabilities will also become available.
  2. Segmentation - The model includes segmentation capabilities in form of the current distribution of players for each Personas. This is used when you want to target a specific Persona with your campaign. Example: Segmentation Filter - Personas equal Big Win Hunter
  3. Trigger on Movements - This you can use when you want to react to a movement to a specific Persona, meaning the model has qualified a player as for example Big Win Hunter. Example: Trigger Type - Player Feature Movement, Player Feature - Personas, Condition - To Class contains Big Win Hunter.

The Personas and their traits

Big Win Hunters
Momentum Player
Time Filler
Entertainment Seeker
Interactive Player
Other Personalities
Non Casino
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Big Win hunters are in it for the big hit. They typically have a very aggressive betting style with big bets on volatile games for the chance on that high impact hit. They are not interested in maximising their playtime by lowering their bets and compromising on their potential big win. They are risk seeking, very impulsive and have a high tendency to redeposit when their balance goes low. Considering their impulsive and risk taking nature, they are likely to come back during the same day, but in general they have irregular activity pattern.
Considerations:
  1. Prone to redeposit with large amounts within the same session and day
  2. Low value bonus offers and free spins might not be appealing to them
  3. Higher risk off maximising bonuses due to big bets
  4. May not take bonuses that limits their game play
  5. High volatility is their game
  6. Might reach deposit limits prematurely due to intensity and redepositing behaviour
CRM ideas:
  1. Match bonuses to their deposit amounts
  2. Cash back offers may be more effective to win them back since it doesn't limit their game play
  3. Promote high volatile games with big max wins
  4. Early qualification for VIP programs should be considered
  5. Keep engagement during recovery periods such as after big losses, by including them in big losers draws, or paying out cash back some days after intense activity.
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Big Win Hunter profile
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Momentum Players have a lot of similar traits and needs as the Big Win Hunters. They love their high volatile games with big potential max wins. They bet aggressively and have a high chance to redeposit within their session. However, they are much less likely to come back later the same day, so once their session is done, you will probably not see them until another day.
Considerations:
  1. Prone to redeposit within the same session
  2. Low value bonus offers and free spins might not be appealing to them
  3. Higher risk off maximising bonuses due to big bets
  4. May not take bonuses that limits their game play
  5. High volatility is their game
  6. Engage while they play, once they left you are most likely too late.
CRM ideas:
  1. Match offers with their deposit amount and bet amount
  2. Low value offers and low volatility won't be appealing to them
  3. Utilise on-site notifications and real time capabilities to target them while on site
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Momentum Player profile
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Time Filler loves getting a lot of play time for their money. They are fairly likely to redeposit within their session, but most likely to extend it from a quick loss rather than aiming for that big win. They have a non aggressive style with low bet size as their signum and like high RTP and lower volatility games, since it gives them a longer play time.
Considerations:
  1. They play to fill a gap during their free time and are pretty disciplined to keep it like that.
  2. If they bust quickly, they can redeposit to extend their session.
  3. They play low risk / low stake meaning they like low bet size, low volatility and high RTP.
CRM ideas:
  1. Go with simple campaigns to mainly extend session duration.
  2. Low value with higher frequency may keep them coming back.
  3. Promote low volatile games with high RTP.
  4. Offer different days and times to cater for their availability.
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Time Filler profile
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Entertainment Seeker love to explore new slots and to understand their mechanics. Ultra high volatility and max wins is not for them, but rather regular play sessions to pass time amongst engaging games. The chance of redepositing within the same session is very low and the bet behaviour is low stakes. The Entertainment Seeker is the most regular of all personas and can be expected to show a clear playing pattern.
Considerations:
  1. Very low risk behaviour and unlikely to redeposit within their session.
  2. Likes a variety of slots and to explore new games.
  3. Happy to receive a bonus every now and then, but is not too picky about the price.
CRM ideas:
  1. Promote new games for them to explore.
  2. Low value with higher frequency may keep them coming back.
  3. Can benefit from reoccurring campaigns with low value to fit their play frequency.
  4. Offer different days and times to cater for their availability.
  5. Avoid increase in deposit pattern, since this may put them off and you may lose them.
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Entertainment Seeker profile
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Interactive Players likes the feeling of some kind of control and that they feel they can impact the outcome. Typical games they seek is any Live-Casino games, Crash games or game shows.
Considerations:
  1. Slots is not what they want, so keep them away from those campaigns.
  2. Average bet size is significantly higher due to the nature of the games they play.
CRM ideas:
  1. Live Casino offers will likely get them engaged.
These players behaviour does not classify in any of the other Personas, not related to lack of value, but their personality doesn't fit with any of the existing Personas.
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Non-Casino players are playing other products such as Sports book, Poker and Lottery.
Considerations:
  1. Since they mostly play other products than casino, it could be an interesting target group for cross-product campaigns.
CRM ideas:
  1. Target them with other products than Casino to keep them loyal
  2. Try to convert them to Casino through cross-selling campaigns

Personas dimensions explained

  1. Impulsivity - Measures how likely a player is to redeposit within the same session. High values point towards risk-taking behaviour. Lower values indicate more considered and risk averse play.
  2. Re-engagement - Tracks how likely a player is to return and deposit again within the same day. High values signal strong invested behaviour, while low values suggest a more passive or occasional player.
  3. Playstyle Aggression - Captures a player’s appetite for risk in their betting behaviour. High aggression means bigger bets and higher risk. Lower aggression points to more cautious play and typically longer sessions.
  4. Playtime Regularity - Looks at how structured a player’s visit pattern is. High regularity shows consistent, planned play. Low regularity indicates more spontaneous, thrill-driven behaviour.
  5. Game Cohesion - Measures whether a player sticks to familiar games or explores widely. High cohesion means consistent preferences. Lower cohesion signals curiosity and a tendency to try new experiences.
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Other related information

  1. Blog article: Personas in iGaming - What they are and why they are useful​
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