Creating automated player experiences with Sportsbook Events

This page will show you how to set up an automated player experience to trigger on different Sportsbook events.

Introduction

In online sports betting, personalised and timely communication can make the difference between an engaged player and a churned one. Fast Track Lifecycles allow you to build automated player journeys that respond to real betting behaviour — from the moment a player hears about a tournament, through every deposit, bet, and cashout, to the moment the event ends.
This guide walks you through building a complete Lifecycle for a sports tournament, where players receive tailored communications and bonuses based on the bets they place throughout the event.

Before You Begin

Make sure the following are in place before getting started:
  1. Your player segments defined (e.g. VIP Tier groupings)
  2. Any bonuses or rewards you plan to offer configured in advance
  3. A clear timeline for the tournament (start date, end date)

🛠️ Setting up a Lifecycle for a Sports Tournament

Create a new Lifecycle and set the trigger type to Specific Date and Time. This ensures the Lifecycle runs once, enrolling players at a defined point before the tournament begins rather than on a rolling basis.
Specific Date and Time Lifecycle
Specific Date and Time Lifecycle
Set the entry date and time
Choose the date and time when players will enter the Lifecycle. In this example, the tournament starts on 7 June 2030, so we will enrol players one week earlier, on 31 May 2030, giving us time to warm them up with an introductory communication.
Enable Smart Time of Day to deliver that first communication at the most optimal time for each individual player, rather than sending to everyone at once.
Set the Entry Segment
The Entry Segment determines which players are eligible to enter the Lifecycle at the scheduled date and time. For this use case, target All Players to ensure maximum reach across your player base.
Date and Time Trigger and Lifecycle Entry Segment
Date and Time Trigger and Lifecycle Entry Segment
Name your Lifecycle
Give the Lifecycle a clear, descriptive name and proceed to building its Events.

💬 Communicating with players about the Tournament

The first Event in every Lifecycle fires immediately on entry, meaning all enrolled players trigger it the moment they join. Use this event to introduce the tournament and let players know what bonuses they can earn by depositing and placing bets during the event.
Personalising by VIP Tier
To deliver a differentiated experience for VIP players versus your general player base, split the audience within this event using a segment based on VIP Tier. This allows you to tailor the messaging, offer, or channel for each group from the very first communication.
Splitting the audience in an Event
Splitting the audience in an Event

💰 Creating an Event for Successful Deposit

To incentivise deposits during the tournament, create an Event that fires when a player makes a deposit above a minimum threshold.
You can either:
  1. Use the existing Successful Deposit Event template and edit it to add your minimum deposit amount, or
  2. Create a fully custom Event if you need more specific conditions
As with the welcome event, apply the same VIP Tier audience split here to continue offering a differentiated experience to your most valuable players.
Creating an Event for a Successful Deposit of more than 50 EUR
Creating an Event for a Successful Deposit of more than 50 EUR

🏟️ Creating an Event for a specific bet type

To encourage specific betting behaviour during the tournament, create a custom Event that fires when a player places a qualifying bet.
In this example, the event fires when a player places a Multi-bet of €50 or more using real money. Adjust the bet type, amount, and funding source to match your promotion rules.
Creating an Event for a specific bet type
Creating an Event for a specific bet type

💰 Creating an Event for bets settled by a cashout

Create an Event that fires when a player settles a bet via cashout. The goal of this event is to re-engage players at the moment they cash out, encouraging them to place a new bet and stay active during the tournament.
Creating an Event for a Single Live Bet Cashout
Creating an Event for a Single Live Bet Cashout

❌ Creating Exit Conditions for players to leave the Lifecycle

Now that all Events are in place, define when players will leave the Lifecycle. For a tournament, it makes sense for players to exit when the event ends. Assuming the tournament ends 30 days after players enter, you have two options:
Option A – Exit Event Create a dedicated Exit Event triggered 30 days after Lifecycle entry. This gives you flexibility to attach a final communication (e.g. a tournament wrap-up message) at the point of exit.
Create an exit event
Create an exit event
🧠 Note: Exit Events are based on a Segment and a Trigger. Players who are Blocked or Excluded will not be able to leave the Lifecycle via an Exit Event.
  1. Option B – Maximum Time in Lifecycle Set the maximum time a player can remain in the Lifecycle to 30 days. This is a simpler option if no exit communication is needed — players are automatically removed once the time limit is reached regardless of their status.
Custom exit event
Custom exit event

📩 Setting up Activities and Actions for Events

With all Events configured, the final step is to attach the actual communications and rewards to each one. Navigate to the Define Activities tab within your Lifecycle and set up the Actions for each Event — this is where you configure emails, SMS messages, push notifications, bonuses, and any other actions you want players to receive at each stage of the journey.
Tip: The event structure in this guide can be adapted for any recurring sports tournament or league. Simply update the entry date, exit conditions, and trigger thresholds to match each new event — the overall Lifecycle architecture stays the same.