An iGaming platform is a direct driver of your profits. If it quickly engages players, guides them through a well-designed welcome flow, and then systematically responds to their behaviour, traffic converts into predictable LTV. If retention is weak, however, you simply won’t have enough time to monetise users.
In this article, together with Valentyn Halchuk, Head of Business Development at Makeberry, we explore how a platform should handle performance traffic to avoid losing revenue after the first deposit.
Retention as a system that manages the player lifecycle
Before launching traffic, it’s important to assess which retention mechanisms are available on the platform. Among the most effective are CRM marketing, gamification, and VIP management.
CRM Marketing
Well-structured CRM marketing allows you to influence player behaviour through scenarios, triggers, and segmentation. This determines how quickly a user makes their second deposit, how often they return, and how their LTV grows.
Key CRM mechanics:
- Hyper-segmentation
The platform should build tailored scenarios for different traffic types. After all, a player coming from Facebook and one from PPC have completely different motivations. That’s why segmentation must take into account:
- preferences (Casino / Live / Sports)
- average spend
- play time
- behaviour
Only then will a player receive a bonus that genuinely resonates with them.
- Trigger-based automation
If a player loses their balance or abandons the cashier, the system should respond within the first 15 minutes with a push notification or a bonus. Any delay equals a lost user.
- Omnichannel approach
Players should see the product where it’s most convenient for them. To achieve this, the platform should use a mix of channels:
- In-app push notifications for speed
- SMS for follow-ups in Tier 2 markets
- Direct calls for the VIP segment
- Anti-Churn
Retaining a player is five times cheaper than acquiring a new one. That’s why the platform’s CRM should be able to predict churn and trigger reactivation campaigns before the user is gone.
Gamification
If the platform looks like a dull catalogue of games, your traffic will drop off within a couple of days or as soon as the Welcome Package is cleared. To retain players, the platform should feature:
- progression systems and levels
- quests and missions
- tournaments and leaderboards
- in-game shops
- dopamine-driven mechanics (wheels, loot boxes)
VIP Service
Most cohorts are profitable primarily because of VIP players. In Tier 1 markets, around 2% of users generate up to 40% of total revenue. That’s why it’s critical for the platform to have all the necessary tools to work effectively with this segment:
- a dedicated VIP manager
- exclusive terms and limits
- priority payouts
- proactive support
- localised support
Buyer’s checklist
Even strong CRM marketing and gamification won’t save the day if users drop off at the registration or deposit stage. That’s why it’s important to check the basics before launch: user flows, the cashier, and payment methods.
Valentyn has put together a checklist that helps quickly identify weak points in the platform before launch. You can find it on the Makeberry Affiliates Telegram channel.
