Turning player behaviour into action
A Brazilian operator with more than 9 million registered players wanted to understand them beyond the moment they deposited. This is the story of how their CRM team went from building segments by hand to running lifecycles that respond to what players do, as they do it.
A lifecycle with a question mark in the middle
With their previous CRM, the team could see a player register and see a deposit. After that, the picture went quiet. Sessions, game choices and the moment a balance ran low were all invisible, so segments had to be built by hand from transaction data that was already out of date.
A single targeted send-out could take a full day. When the team needed a cohort that matched what they actually had in mind, they asked the in-house data team to extract it manually.
"For a single targeted send-out to engage a specific segment we are talking easily a full day of work with our previous CRM."
Head of CRM
One player's journey, then and now
Scroll to follow a single player through their first weeks and see what the team could see, and do, at each moment.
Two signals, then silence
The old CRM captured a registration and a deposit. After that, the only way to learn about a player was to wait for the next cash-in or cash-out. That tells you what already happened, not what to do next.
Segments built on yesterday's transactions
Profiles were segmented manually with limited detail, and lifecycles were static. Engaging players beyond the deposit meant bringing in the data team for every send-out.
"When I am only able to monitor the financial transactions, I get no insights that I can use to segment and engage my customer."
Director of Integrity & Compliance
Every session becomes a signal
With real-time data coming in, the Singularity model keeps analysing behaviour and re-segments each player as it shifts. The team can now tell what type of player someone is, what they are doing, and where they are in their lifecycle, while it is happening.
Lifecycles that run on their own
The team built lifecycles that act on behavioural shifts. A balance running low triggers a top-up prompt, engagement unlocks a reward, inactivity opens a win-back flow. They have automated several gamification and reward components as well, and plan to keep expanding them.
"When multiple of these automated steps are added together, our site scales tremendously."
Head of CRM
Four KPIs moving in the same direction
Per-session spend, lifetime value, retention and re-activation all improved. The team also links a revenue uplift, and lower exposure to losses, to being able to act on player behaviour without delay.
What changed for the team
“We can engage with our customer at every point in their journey and identify, in real time, when an action is needed. We can identify when a balance is running low and prompt them to top up. This increases the player’s session time and recurrency.”
EY-Parthenon
This story is based on interviews EY-Parthenon conducted with the operator's Head of CRM and Director of Integrity & Compliance, without Fast Track in the room. The quotes are theirs.
Percentages and multiples are the interviewees' own estimates. The operator is a Brazilian licensee with more than 9 million registered players and around 380 employees, and asked not to be named.
Curious how this would look for your team?
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