iGaming CRM & Player Retention — segmentation, lifecycle campaigns

iGaming CRM & Player Retention is a CRM module built into the Machete casino platform, used by casino operators to segment players, run lifecycle campaigns and manage retention. It runs on the same live data layer as the platform’s PAM, payments and BI tools rather than being synced from an external system.

Segmentation, campaigns and channels

Players can be segmented by deposit frequency, wagering volume, game preference, lifecycle stage and risk profile, not only demographics. Dynamic segments are built on live behavioural data and update in real time as player activity changes. A visual campaign builder covers email, SMS and on-site push notifications, with multi-step, multi-condition logic and no technical setup required. Channel preference is tracked per player, and all three channels run from one campaign interface. Campaigns can be triggered by deposits, withdrawals, game sessions, milestone completions and inactivity thresholds.

Lifecycle programmes and bonus engine

Lifecycle campaigns, including welcome series, first-deposit follow-ups, VIP progression, dormancy triggers and win or loss sequences, run automatically once configured. A direct connection to the bonus engine allows campaigns to assign, activate or modify bonus offers based on player segment and trigger event. VIP tiers are defined with automatic progression rules and managed from a dedicated CRM workspace.

Testing, reporting and onboarding

A/B testing covers offer types, messaging, timing and channel mix against real player segments, and results feed back into campaign optimisation. Campaign dashboards report sends, opens, conversions, bonus uptake and revenue attribution, connected to the BI module. Existing player history, segments and communication preferences can be imported during onboarding to seed initial campaigns.

Casino operators running retention programmes on Machete get lifecycle, bonus and VIP workflows that act on live player data without an external CRM sync.