From click to comeback: The CRM strategies driving iGaming retention - Part 2
In Part 1 of this feature, SiGMA News explored the state of CRM in iGaming, drawing insights from Optimove’s Alec Gehlot, including legacy blockers and Tier 1 inertia, as well as case studies. We examined why retention gains are real but not guaranteed, considering the impact of data, team capacity, and regulation on outcomes.
Now, in Part 2, we move deeper into the strategies driving uplift. Alec breaks down how segmentation, orchestration, and AI are reshaping the way operators engage players, and why responsible gambling must be woven directly into CRM if retention is to deliver long-term value.
Segmentation that delivers more than blanket marketing
Alec is quick to define how CRM in iGaming has reshaped key terms that often get used loosely. “Micro-segmentation is our way of creating very precise player groups based on the behaviours that drive value.”
He gives an example: “Alec was active in the last 30 days, ranks in the top 20 percent for deposits, is in the top 10 percent for betting volume over the past three months, and recorded 42 active days during that period. That’s a micro-segment.”
Effective CRM in iGaming combines financial data, gameplay behaviour, browsing habits, demographics, and predictive models to avoid blanket marketing. Alec gives the example that, back in 2021, 58 percent of Stake’s segments contained fewer than 50 players. Compare that to the industry norm of sending the same email to their entire player base. Alec points out that the difference in personalisation and performance is huge.
Alec adds that a sophisticated CRM strategy can be demanding, but the payoff is usually worth the effort.
“The most effective operators avoid trying to do everything at once. They start with the basics, build a strong foundation, and then layer on more advanced capabilities as their teams become confident with the tools.”
Attempting complex use cases too early often creates unnecessary strain. A phased rollout is generally the smarter, more sustainable route.
Orchestration that turns data into action
Orchestration, Alec explains, “ensures those micro-segments get the right message, at the right time, via the right channel and that campaigns work together rather than compete for attention. Our orchestration engine prioritises campaigns that will generate the highest incremental revenue, while automatically preventing player spam. This means that operators maintain full control over orchestration rules and priorities. At the same time, we provide insights into why a campaign was prioritised or suppressed, so nothing feels like a ‘black box’.”
The results show how advanced CRM in iGaming strategies can transform performance. “Sisal’s online gaming unit saw deposits rise by 23 percent, net gaming revenue increase by 28 percent, and overall player value climb by 36 percent after breaking players into smaller groups and sending more relevant messages.”
Real-time engagement that keeps pace with the player
“Marketing must operate at the same pace as the product experience, and ideally stay one step ahead,” Alec says. In slots and live sports, “real-time data is make-or-break. Player behaviour shifts in seconds. If you’re not reacting in the moment, you’ve already missed it.”
But instant isn’t always best. “Real-time marketing is powerful. But it’s not about doing everything instantly; it’s about doing the right things instantly. The winners balance high-impact real-time triggers, like a live sports cash-out offer, with planned campaigns that drive long-term loyalty.”
Personalisation that earns loyalty, not irritation
“Personalisation should feel like great service, not someone breathing down your neck,” Alec says. “You cross the line when you stop helping and start hassling.”
The best marketers “know when to hold back, capping message frequency, excluding certain players, and timing content so it’s welcome, not intrusive. A strong CRM strategy leaves space for silence. Every message should earn its place.”
Alec adds that automated priority rules and transparent analytics can help ensure the messages that reach players are the ones most likely to matter, and you’ll know exactly why they worked. That can mean shifting from endless “deposit now” prompts to reminders about games a player already enjoys or introducing them to something new they’ll genuinely care about.
AI-driven marketing without the wait
With AI, Alec says, marketers are no longer tied to “rigid marketing plans, fixed roles, or long tech queues.” Data, insights, and execution tools are all “right there, ready to go.”
AI takes on the heavy lifting: “finding the right audience, spotting the best timing, and even suggesting the most effective action, whether that’s sending an offer, sharing content, or holding back. That means marketers spend less time waiting on approvals or building lists, and more time actually engaging players in ways that matter.”
The payoff can be dramatic. Alec gives an example: “When Caesars Entertainment embraced this approach, they slashed campaign build time from five days to just five minutes, transforming a week-long grind into an instant win.”
Alec says no single figure applies across the board, but operators must commit more than just money.
“Implementing a new CRM is a critical project that needs resources, not just money but time and attention,” he says.
Rather than measuring success purely in terms of upfront cost versus return, Alec stresses that outcomes depend on whether the right people and processes are in place to use the system effectively. Well-resourced, engaged teams usually deliver ROI.
He adds that the real question for any operator is whether they have the resources and focus to see the project through. Technology alone will not deliver results. Operators must match their investment with effective execution. At the recent SiGMA Asia 2025 in Manila, Tom Jang Lemke, Founder and Chief Executive of SavageTech, shared his perspective on how emerging technologies are reshaping the iGaming sector.
Partnerships that prove CRM impact
“Anyone can stick a logo on a page and call it a partnership,” Alec says. “For me, it’s about senior buy-in on both sides, getting the right people in the room, and making the integration seamless for the end user.”
Strong partnerships show how CRM in iGaming delivers results. Scientific Games, which runs CRM for several U.S. lotteries, achieved a 347 percent increase in monthly uplift, excluding jackpot runs, and a 16 percent boost in reactivations after refining segmentation and campaign strategy.
On working with CACI and Entain during a major tech-stack consolidation, Alec says, “We ensured our latest features are fully adopted and delivering results. When everyone’s pulling in the same direction, the end result is far stronger than what any single team could deliver alone.”
Responsible gambling is built into CRM strategy
“Responsible gambling works best when it’s woven into everyday marketing, not bolted on as an afterthought,” Alec says. With RG data in the same system used for campaigns, “the moment a player shows signs of at-risk behaviour, you can flag it, switch them from promotional messages to safer-play content, or pause outreach entirely.”
One key challenge is distinguishing genuine VIPs from those playing beyond their limits. “Predictive scoring helps marketers make that call.” One operator used it to identify high-risk players and send targeted educational content about safer play. Within months, their average at-risk score dropped by 35 percent, all without harming engagement from genuine VIPs.”
Despite the rise of integrated marketing suites, many teams still default to spreadsheets for campaign management. This choice slows execution, increases error risk, and limits real-time responsiveness.
Asked what outdated CRM habit he’d banish, Alec is blunt: “Spreadsheets. If you’re still running campaigns out of Excel in 2025, your competition will eat you alive, and odds are, they’ll be using us to do it.”
In a market where acquisition costs rise every quarter, the operators who master retention will be the ones still standing and still winning in years to come.
This closes our two-part feature on CRM in iGaming with Alec Gehlot, but the debate over retention, regulation, and player value is only just beginning. The operators who keep refining these strategies will be the ones shaping the industry’s next chapter.
