Content Variables

Content Variables let you create your own reusable #Variable#, store a value for it once, and insert it anywhere across your Activities. Change the value in one place, and every message using that variable updates instantly — no need to track down every Action it appears in.

🤔 What are Content Variables?

Like all #-Variables, a Content Variable's alias is wrapped in # symbols and gets replaced with its assigned value when an Action is sent. The difference is where the value comes from. Built-in #-Variables pull from Segment or Trigger data. A Content Variable is different: it's managed centrally and holds a value you write yourself — with the option to set different values per Group (a target audience you define) and further variations per Communication Profile (language), falling back to a default when nothing more specific applies.

Content Variables hold values you define — they don't read from player or event data the way Segment and Trigger-based #-Variables do.

Example

Say your site URL is casinoexample.com and it needs to appear across several Activities.

Create a variable called Site URL with the alias #SiteURL# and a Default Global Value of casinoexample.com.
Insert #SiteURL# wherever you need the link — in an email body, for example.
At send time, recipients see casinoexample.com.
If the URL changes, update the variable once, and every message using #SiteURL# reflects the new value immediately.

If you run multiple brands, markets, or languages, you can set different values per Group and per Communication Profile instead of relying on the one default.

🔐 Managing access to Content Variables

Access to Content Variables is controlled per CRM user under Users & Permissions > CRM Users > Your User, where you'll find a dedicated Content Variables row with Edit and View toggles.

📍 Where to find Content Variables

Go to Settings > Content Variables in the side menu (under the CRM section).

The first time you land here, you'll see an intro screen explaining the feature, with a New Content Variable button to get started. From then on, this page becomes your list of existing variables, with a New Variable button in the top right.

⚙️ Setting up a Content Variable

Click New Variable to open the Create Variable screen. A live preview of how your variable will appear — including its alias and description — updates on the right as you fill in the fields.

Field	Description
Enable toggle	When on, the variable is available to insert into content. You can save a variable while it's disabled.
Variable Name	The display name shown on the card and in lists.
System Alias	The unique identifier you'll type to insert the variable, triggered with #.
Default Global Value	The fallback value used when no Group applies.
Description	A short explanation of what the variable is for. It appears in the variable's tooltip inside the platform and is never visible to players.

An alias must be unique and is case sensitive — you can't reuse one already in use by another variable.

You can save the variable once these fields are filled in, even before adding any Groups.

🎯 Setting values per Group

Groups are how you tailor a variable's value to a specific audience. Each variable can have multiple Groups, and each Group defines both who should see a different value and what that value should be.

Select Add Group to configure one:

Group Name — a clear name describing this Group's purpose.
Default Value — the fallback value used for this Group when no Communication Profile override is set below.
Description — an explanation of how the Group is used.
Define Target Audience — set the Player Origins and any Additional Rules (existing Segments, added via Add Segment) that determine which players fall into this Group.
Communication Profiles — toggle on any language you want to override, and enter its value. Toggled-off languages fall back to the Group's Default Value.

If a player doesn't match any Group's target audience, the variable falls back to the Default Global Value set at the top level.

Where no Group or Communication Profile value applies, the Default Global Value is always used as the fallback.

🚀 How to use Content Variables

In any Action Field that supports variables, type # to open the Variable dropdown. Your Content Variables appear in this list alongside the built-in Segment-based and Trigger-based #-Variables.

At send time, the platform resolves the value in this order: matching Group + Communication Profile value → Group's Default Value → the variable's Default Global Value.

As with all #-Variables, aliases are case sensitive, and they apply in Action Fields rather than directly inside an Email Template — to use a Content Variable in an Email Template, add a placeholder in the template and enter the variable in the matching Action Field instead. See the #-Variables article for more on this shared behaviour.

Using the Variable dropdown - Example

✏️ Editing a Content Variable

Select a variable from the list to view its settings. Saved variables are locked by default — unlock the variable to make changes.

Changes to a variable already in use take effect immediately across every message that uses it, so plan edits to live variables with that in mind.

🚫 Disabling a Content Variable

Disabling a variable removes it from the # dropdown so it can't be added to new content. Its current value is retained in every existing instance where it's already used — those messages keep sending as before. You'll need to confirm the action before it takes effect.

Variables can't be deleted once saved. If you no longer need a variable, disabling it is the way to retire it for future content.

Re-enable the variable at any time to make it available in the dropdown again.