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The Secrets of Extendy’s Retention Department: How Players are Retained and How a Casino Makes Money
Reading Time: 9 minutes
A casino’s retention department is a big player in an online casino’s operations.
Did you know…
Attracting a new player is far more costly than retaining one, and players who leave after placing their first deposit actually cause a casino to incur losses – with the cost of bringing them back being significantly higher than the FTD amount. This is why retaining players on a casino platform is a casino’s most important task. In fact, increasing customer retention by just 5% can lead to a 25% increase in profits.
Retention extends far beyond attracting and keeping players on one’s platform. It involves a fully-fledged, well-planned and well-executed strategy for turning ordinary users and First-Time Depositors (FTDs) into VIP clients who can bring in hundreds of thousands of dollars every month, as well as tactics of constant upsells.
In this article, Extendy’s Head of CRM dives deep into the retention department’s work. From how an ordinary player climbs the ranks from an FTD to a regular client and higher still, to the tools used each day by a retention department, and to why Free Spins don’t always cut it in traffic reactivation.
How and when does the retention process begin?
Traffic brought in by affiliates goes straight to the retention department as soon as a new player registers to the casino. It’s almost like a sorting center: at this stage, players are segmented and divided according to Tiers in order to set up targeted retention chains.
This data is the foundation in primary player segmentation, and allows casinos to create Welcome Packages for new players.
What is a Welcome Package and how does it work?
After a player registers and places their first deposit, they receive a bonus. The size of the bonus depends on the chain followed by the player.
For example: A new user makes a deposit, receives a Free Spin bonus, but ends up losing the entire amount. At this point, the “balance utilization” trigger is triggered – the player immediately receives a bonus offer for the next deposit. Each bonus comes with a wagering requirement that the user must use in order to withdraw the gifted amount.
The content now changes dynamically: after the bonus has been used, the player receives a subsequent, similar offer, several times. If the player does not respond though, the retention department will try to bring him back to the casino by giving him other, more generous, or more gamified offers. This way, the user is led smoothly along the welcome package funnel. Seeing the new player completing their welcome package as their first gaming session is the casino’s main aim.
The content of the welcome package depends on the partner, GEO, Tier level and traffic source. During a player’s first three deposits, the retention department would actually be analyzing the player’s likelihood of becoming a VIP client.
- How does the Retention Department Work with Players:
Once the Welcome Package – with its basic bonuses – has been used up, the player is assessed through his deposit history and over 30 other metrics. The retention department then forms forecasts and hypotheses based on all these factors. The user is then placed in a segment and is given a new retention chain. Segments can sometimes be combined within the same campaign: similar users can be treated using the same approaches and offered identical offers.
Metrics Used to Segment Players
Two main metrics are used:
- Payments. This is the player’s average monthly deposit amount. For example, John bet €200 in December, €100 in January and €300 in February. Therefore, his payment segment is €200.
- Player activity. This is how often a player visits the platform. Each player segment comes with activity tags, such as:
When retention campaigns are planned, player segments and their activity are taken into account. For instance, it is a normal behaviour pattern for a low-segment player to be absent on a casino site for 10 days, and platform resources will not be used for these users. However, if a VIP player does not visit the site for three days, a retention department will take prompt measures to invite him to return so as not to run the risk of losing a high-paying client.
The 5 Main Tools of a Retention Team
The CRM department determines communication channels with players depending on the payment and activity metrics, and communicate with the player using these five options:
- Push notifications;
- Pop-Up;
- E-mail;
- SMS;
- Calls.
Their effectiveness is analyzed based on technical and marketing indicators.
| Marketing | Technical |
| Click Rate | Open Rate |
| Conversion Rate | Delivery Rate |
Pop-Ups are one of the most effective communication channels. A pop-up appears while the player is still on the site. It’s a great tool for retaining users but it cannot reactivate them.
The effectiveness of emails and SMS depends on the GEO. For instance, the open rate of emails is high (40-50%) in Tier-1 countries, but low (only 10-20%) in Tier-3 countries. This is because PCs are used less often in Tier-3 countries, and sorting through emails from phones is considered inconvenient. Therefore, SMSs are the perfect channel for Tier-3 countries. Fortunately too, sending SMS messages in Tier-3 countries, unlike in Tier-1 countries, is very cheap.
When and Why are Players called?
Calls are used selectively in situations where only personal contact can bring a player back or increase their LTV. Therefore, a call center’s priority are VIP players, high rollers, dormant users and players with a high chance of churn. Calls can have different goals:
- To reactivate: if the player has stopped making deposits and has become dormant;
- To upsell: to offer an exclusive bonus or VIP program;
- To onboard a new high-potential player to the platform;
- To help with a problem if there are difficulties with payments or verification.
How calls work: The CRM department decides which players need to be called depending on their player behavior — frequency of casino visits, number and amount of deposits. The call will usually follow a script but depending on the player’s segment, the conversation will be conducted with flexibility. For example, a casino might want to establish a connection with a high roller by focusing on emotions and player status, saying something like: “We are holding an elite tournament among our top players. We’d love to see you among the participants!”
A Retention Chain involving a Call Center might look something like this:
The number of attempts to contact the user also depends on the player’s payment segment: an ordinary user would be contacted once or twice, but a VIP player will be contacted up to 5 times. If a player is clearly not interested, he will be removed from the database so as not to be bothered.
As online casinos operate in markets of different countries, call centers are multilingual and work with users from all target GEOs.
The Price of Tools, and Tracking Indicators
The following image compares the cost of different communication channels:
Each communication within one channel (Push/SMS/Email/ Calls) is assigned a UTM (Urchin Tracking Module) tag which allows you to see the promotions that produced results. The CRM department evaluates the costs of each campaign and its results through the number of clicks, and the amount and number of deposits. If the campaign turns out to be expensive and does not produce results, the retention department will change its strategy.
Player upsell
Retention is also focused on increasing casino revenue from each player, and trying to turn regular users into VIPs. Only taking action and trying to reactivate a player after he or she has already left the casino only results in a massive profit loss.
In a previous article, which you can read here, Extendy discussed VIP players at some length explaining how and why VIP players generate 45% of online casino GGR, and make up only 20% of the total number of players.
Extendy’s retention department creates a special promotional plan for active players taking into account factors like GEOs, and specific events like local holidays and paydays.
How it works. Let’s say a certain segment in a certain GEO has an average deposit amount of €40. As part of a promotional campaign to celebrate a local holiday, the player will receive a push notification along the lines of: “Today only, get 100% of your deposit when depositing €50 or more.”
The only players who are not upsold are the inactive ones. Rather, the approach to take when attempting to bring inactive players back to the site is to first, offer plenty of bonuses for a small deposit amount. When the player gets a taste for it and returns to the platform, he’ll be placed into a segment, and then, can be upsold.
Gamification: a Bonus Level for Advanced Players
An underrated tool in retaining and engaging online casino players is gamification. At Extendy, we implement gamification through a separate gamification module with a variety of mechanics:
- A specific bonus when picking from a set of three different slots;
- A scratch card where you need to uncover matches at certain intervals during gameplay;
- A shop where a player can buy Free Spins or receive bonus money on their balance;
- Lotteries and tournaments;
- Cashback and Rakeback: the user receives a percentage of the total balance amount and can withdraw it once a week. The cashback percentage is dynamic and depends on the active player. The rakeback percentage however, is always fixed;
- Dynamic Prize Egg: The player places bets and fills the scale to “crack open” the egg and receive a prize.
How it works. The player can be offered 100% of the deposit, or given a Free Spin on the Wheel of Fortune where a similar bonus will be won. If the player opts for the Wheel of Fortune the conversion rate will be higher than that of a regular bonus.
Gamification also allows for smooth onboarding on the platform. With new players, this involves a list of onboarding missions, such as completing the steps of verifying their email or phone number, making a deposit, or placing their first bet. Thanks to the game mechanics, the user would get a hang of the product and becomes motivated to play more often and place higher deposits, bringing profit to the casino.
Behavioural Analytics in Retention: How Data Drives Player Retention
The casino retention department doesn’t just hand out bonuses — it works with statistics. Deep player behaviour analysis allows casinos to not only retain players, but to also predict churn, select personalized offers, and increase LTV.
Predictive Analytics: Who’s going to leave the site?
All players leave a digital trace: through the frequency of their deposits, their choice of games, bet size, time between sessions… If a VIP player usually makes a deposit every two days, but is late one time, the system will send a trigger offer. However, if a low-tier player doesn’t log in for 10 days, he’ll likely be left alone.
Example. A player regularly places deposits of $100 every two days, but suddenly misses a payment. This is the first alarm signal. Three days later, the system sends him a push with a deposit bonus, and five days later, a personalised increased cashback offer by email. If there is still no reaction from the player, he is transferred to the risk segment and alternative scenarios are tested: SMS, VIP offers or exclusive bonuses.
Activity Heatmap: When Players Are Most Engaged
Let’s say that in some GEOs the peak of activity is on Friday evenings and Saturdays. Knowing this, the retention department will attempt to spark interest in advance by sending out push notifications with exclusive offers, activating special tournaments or launching personal quests.
Example. Analysis showed that most players in a certain GEO visit the casino on Fridays from 20:00 to 23:00. To increase the average amount spent on the site, three hours before the peak, players are sent a push notification along the lines: “Just for today we’re giving 100% back on your deposit.”
Triggers and Automated Scenarios
Retention campaigns are launched after careful planning, and each campaign is tied to specific behavioral metrics.
Example. If a player loses $50, instead of receiving a standard bonus, he’ll receive an offer to choose from a 50% deposit bonus, or 100 Free Spins on their favorite slot. This motivates the player to make a repeat deposit as his chances of winning back money are higher.
A/B Testing of Offers: Which Offers Work Best?
A 100% bonus on a deposit? 300 Free Spins? A Wheel of Fortune with prizes? The retention department tests different scenarios on different user segments to test which option would give the best conversions.
Example. A casino wants to understand what would work better for an audience in Tier-1 countries: a 10% cashback, or a 50% deposit bonus. Players are randomly divided into two groups, each receiving its own offer. After two weeks, the data is analyzed: which group made more deposits, which had a higher LTV. The best offer is scaled to the entire segment.
Conclusion
Retention in online casinos is not just a set of bonuses and standard tools, but a fully-fledged ecosystem. Retention will allow casinos to:
- Increase reg2dep conversion;
- Onboard new players with a welcome offer and gamification mechanics;
- Increase the average amount spent by players, conduct upsells and transfer players to VIP status;
- Notice and reactivate “dropped out” users and players at risk;
- Collect and analyze data for marketing campaigns in different GEOs.
A retention department worth its salt is able to extract the maximum from its existing player base resulting in generating the maximum revenue for the online casino and directly impacting GGR.
The post The Secrets of Extendy’s Retention Department: How Players are Retained and How a Casino Makes Money appeared first on European Gaming Industry News.
Gentle Fox Hold and Win continues 1spin4win’s four-part Japanese-themed slot series, following Tiger’s Steps Hold and Win, April’s most-played slot by bet count.
While its official release date is May 29, Gentle Fox Hold and Win was selected for exclusive pre-release by leading casino platforms, including Irwin, Gizbo, Jet, Izzi, Fresh, and others — a clear sign that operators are actively seeking content that combines originality with commercial impact.
Being the second title in the series, the game invites players to uncover the story of Tomoko-hama — the dangerously charming geisha known as the Gentle Fox — whose wit, beauty, and cunning hide a deeper motive.
Set in the shadow of Mount Fuji, Gentle Fox Hold and Win picks up the narrative thread that began in the first game of the series, drawing players further into a carefully crafted storyline. Years after being taken from her village and brought to the shogun’s castle, Tomoko-hama now tests the will and bravery of those who enter her tea house.
The core challenge of the game is the Hold and Win feature, triggered by landing three or more golden Coins. Players must then fill the Bonus reels with more Coins for the chance to win big, including the x100 Minipot Coin and the elusive x1,000 Megapot.
Olga Bogdanova, the Art Director at 1spin4win, commented, “The second slot in our Japanese-themed series keeps the rich atmosphere of the first but adds a deeper, more intriguing layer. Designed in warm tones, the game gently draws you into a world where calm hides a silent secret.”
Despite the narrative depth, the gameplay remains easy to understand with medium volatility and 97.1% RTP, which is in line with 1spin4win’s signature approach to slot design: simple mechanics, high engagement, and intuitive play for all levels of players.
As this new chapter opens, players move one step closer to the final clash that awaits in the series’ concluding release. Until then, all eyes are on Tomoko-hama — the Gentle Fox — and the secrets she’s yet to reveal.
About 1spin4win
1spin4win is a fast-growing game provider founded in May 2021 by ambitious developers with over 15 years of experience in the gambling industry. Since its inception, the company has expanded its portfolio to include over 150 classic online slots, all characterized by quality mathematics, transparent mechanics, and well-balanced gameplay — key factors that drive strong player retention. The studio consistently releases an average of four new games each month and offers effective promotional tools for casino operators to help them enhance player loyalty.
The post Hold and Win brings intrigue to 1spin4win’s Japanese saga appeared first on European Gaming Industry News.
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Rafael Gállego, BetBrothers: “SEO Is Still One of the Most Powerful and Scalable Channels”
Few industries evolve as rapidly as iGaming. Navigating its landscape requires more than just technical know-how, as it demands adaptability, local insight, and a user-first mindset.
We sat down with Rafael Gállego, SEO Manager at BetBrothers, to explore what makes organic traffic a lasting growth engine in such a competitive space. Rafael’s journey began in 2017 at Game Lounge, where he started as a content writer before transitioning into SEO. In early 2025, he joined BetBrothers, where he now plays a key role in shaping organic growth strategies for Spanish-speaking markets.
BetBrothers has a notable presence with its Spanish websites. From an SEO perspective, what are the differences when optimizing for the Spanish market compared to other regions?
When optimizing for Spanish-speaking markets, one of the first things we consider is that Spanish is not the same language everywhere. There are major differences between Spain, Mexico, Peru, and the rest of LATAM. Not just in vocabulary, but in search behavior and user expectations too.
From an SEO point of view, this means our approach has to go beyond simple translation. We work with localized keyword research for each country, because the same query can have different volumes, intent, or competition depending on the region. For example, users in Spain might search for “apuestas online”, while in Mexico they’re more likely to use “apuestas en línea”.
Another key factor is building trust. In LATAM, elements like local payment options, bonuses in local currency, or even having a .mx or .pe extension can strongly influence user behavior. And indirectly, organic performance.
In short, SEO for Spanish markets requires a highly localized strategy that respects linguistic nuances, adapts to different user intents, and aligns with each market needs.
There’s some talk about SEO becoming less effective as a marketing channel. What are you actually seeing? Is it still a key growth tool for affiliates, or are things changing?
From our perspective at BetBrothers, SEO is still a core growth channel for affiliates. Especially in the betting and casino verticals. What’s changing is that it’s getting more competitive and more resource-demanding. It’s not that SEO is becoming less effective, but rather that the barrier to entry is higher than it used to be.
Google continues to evolve, and organic visibility is increasingly tied to E-E-A-T, technical health, UX, and content quality. That means affiliates can’t rely on quick wins or shortcuts anymore. You need a solid product, strong topical authority, and consistent effort to maintain and grow rankings.
That said, the intent behind SEO traffic remains unmatched. Users landing on affiliate pages through organic search are actively looking for information, comparisons, or to convert. That makes SEO one of the most valuable acquisition channels in terms of ROI.
So yes, things are changing, but SEO is far from dead. For affiliates who take it seriously, it’s still one of the most powerful and scalable channels.
With the rise of AI-generated content, and Google’s strong emphasis on E-E-A-T, how do you see its role? Do you think AI content can be effectively used by iGaming affiliates, or is a human touch indispensable for maintaining trust and rankings?
AI-generated content definitely has a role, especially when it comes to scaling certain types of content (like data-driven pages, FAQs, or supporting articles). At BetBrothers, AI helps us speed up processes and improve efficiency, but it’s not a substitute for human expertise.
In iGaming, trust and authority are key. And that’s where E-E-A-T comes in. Users (and Google) expect content to show experience, transparency, and relevance. That’s hard to fake. For example, when we write reviews, guides, or betting strategies, we make sure they’re backed by real insights, updated market knowledge, and a clear editorial voice. That requires a human touch.
We’ve experimented with AI to support content creation, but every piece still goes through human review and editing. In this industry, credibility matters. So while AI is useful, it needs to be part of a broader content strategy focused on quality, accuracy, and user value.
When a significant Google algorithm update rolls out – say, a core update that shakes up rankings – can you walk us through BetBrothers typical process for analyzing the impact, identifying necessary adjustments, and implementing changes for your affiliate sites?
When Google rolls out a major algorithm update, we follow a clear, structured process to assess and respond.
First, we monitor key metrics across our portfolio (traffic, rankings, user engagement, etc) to quickly spot any significant changes. We rely on tools like Google Analytics, Search Console, and Ahrefs to identify which sites and pages are most impacted.
Then, we analyze the winners and losers within our niche to understand what Google is prioritizing. We look closely at factors like content quality, user experience, and technical SEO to identify patterns.
For action, we focus on high-impact pages based on their traffic and revenue potential. Our main efforts target improving content depth, enhancing user experience, and strengthening E-E-A-T signals. Instead of broad, sweeping changes, we implement precise, data-driven adjustments and closely monitor their impact.
Throughout, we stay grounded in our core philosophy: delivering genuine value to users.
What technological or market shifts do you think could radically impact SEO in iGaming in the next five years?
We’re already seeing major shifts that are transforming SEO in iGaming, and that pace is only accelerating. One of the biggest changes is Google’s integration of AI into search through SGE (Search Generative Experience). As Google answers more queries directly — especially informational ones — traditional results are seeing lower visibility and CTR. For affiliates, this makes it even more important to focus on transactional keywords and build strong, recognizable brands that users trust.
Another ongoing shift is regulation. Markets like Spain, Mexico, and Colombia are constantly evolving. Changes — like a rumoured potential ban on welcome bonuses in Spain — can happen fast. When they do, SEO strategies need to adapt quickly.
And looking a bit into the crystal ball, we also notice the possibility of search engines applying stricter filters to gambling content based on compliance trends. That could radically change how we approach SEO.
Lastly, the growing role of first-party data and UX signals is changing how we measure and optimize performance. At BetBrothers, we’re investing in collecting direct user feedback to better tailor our content. As Google rewards trust, engagement, and relevance, SEO in iGaming is becoming less about technical tweaks and more about product quality, user insight, and long-term credibility.
The post Rafael Gállego, BetBrothers: “SEO Is Still One of the Most Powerful and Scalable Channels” appeared first on European Gaming Industry News.
As conversations around gambling regulation and responsible gaming gain momentum in the UK, new research from BonusFinder reveals a complex public sentiment toward the online gambling landscape.
The nationwide survey, which was conducted in May 2025 and included 1,000 respondents, reveals that while the majority of Brits engage with online gambling platforms occasionally, concerns around transparency, trust and bonus terms remain prominent.
Usage patterns
Respondents were asked a series of questions on how they use online gambling platforms, the types of gambling they participate in the most, and if they claim the bonuses offered to them.
Overall, the usage of the platforms across the UK might not be as high as some expect, with 65% claiming they ‘rarely’ use gambling sites and 19% saying they only use the platforms ‘occasionally’.
UK attitudes towards online gambling & bonuses in 2025 have become more lenient in comparison to previous years. The study found that younger Brits, those in the 18-24 bracket, were the least likely to use gambling platforms at 5%, whilst being the most likely to only use the sites ‘rarely’.
Of those asked, within that age bracket, 76% claimed they use gambling sites less than once a month. Meanwhile, 34-55 year olds are most likely to use sites multiple times a week, with 9% claiming so.
Self-employed Brits are the most likely to be using gambling platforms multiple times a week at 12%, this was followed by those who are unemployed at 11%.
Unsurprisingly, sports betting is the most common form of online gambling in the UK with 42% of respondents claiming that this is the type of gambling they participate in most often.
It was also the most popular form of betting across most of the age ranges, except for the two oldest brackets (55-64, 64+) whose most popular choice was ‘other’, which can include the likes of lottery and horse racing.
Bonus awareness & understanding
Around three in five (59%) Brits have claimed a welcome bonus or promotional offer from online gambling sites. However, even more respondents (63%) say that they rarely use casino betting bonuses outside of these welcome bonuses.
Only 3% of the respondents said they use bonuses almost every time they gamble, whilst 26% use them ‘occasionally’. Those who do use bonuses said they most frequently find them directly on the gambling site, with 64% saying so.
This was followed by finding them through social media or website ads (26%) and bonus comparison sites (13%).
Understanding of online casino terms (such as ‘wagering requirements’, ‘cashable vs.
non-cashable’) is quite clear amongst Brits, with 17% saying their understanding is ‘very clear’ whilst 42% say their understanding is ‘somewhat clear’.
Only 16% claimed they don’t understand the terminology at all. Additionally, 56% of Brits claim that they’ve been surprised by the conditions attached to some bonuses.
Confidence in regulation & industry fairness
Not just in the UK, but globally, the casino and gambling industry is often viewed with controversy, prompting a regulatory focus. However, there is no shortage of systems in place in the UK to ensure that these platforms are properly regulated.
On the other hand, despite this, the results show that Brits (understandably) still have their doubts about the systems in place. Overall, only 9% are ‘very confident’ that gambling sites are properly regulated, whilst 43% said they weren’t confident at all.
Older Brits (45-55 year olds) had the most confidence in sites being properly regulated, with 55% saying they’re confident; however, 65% of the eldest bracket (65+) said they had no confidence at all.
Many Brits also have doubts that the UK Gambling Commission are doing enough to protect customers. Only 19% said they thought that they do enough, 28% weren’t sure and 53% say they don’t protect customers at all.
However, the most surprising statistic in this section of the survey is that over two-thirds of the respondents (67%) said they don’t know how to check if a gambling site is licensed in the UK.
Unfortunately, Brits also have doubts when it comes to bonus comparison and affiliate sites sharing fair and unbiased information. In the survey, 54% of Brits claimed they felt like they couldn’t trust them, whilst 31% say they weren’t sure if they could or not.
The primary concerns around gambling and casino sites amongst Brits were;
- Addiction and gambling harm (32%)
- Misleading bonus terms (21%)
- Underage access (17%)
- Data privacy (14%)
- Unlicensed operators (13%)
UK perceptions & marketing
Almost half (45%) of Brits have a negative perception of online gambling sites, and 46% say that their view is ‘neutral’.
Despite earlier questions showing that the younger generation was the least likely to be using the sites on a regular basis, they were the most likely to have a positive view of the sites. Of the 25-34 year olds, 10% said they had a positive perception, this was also the same for the 35-44 age group.
Despite 42% of Brits saying that they feel that bonuses are advertised fairly only
‘sometimes’, 31% believe they aren’t all. Meanwhile 71% said they believe that bonus
promotions should be more strictly regulated.
When asked what would be their biggest confidence booster in regards to their use of online gambling and casino sites, the respondents said:
- Clearer terms and conditions (22%)
- Stronger licensing (15%)
- UK-based customer support (15%)
- Verified customer reviews (13%)
- Faster payouts (12%)
- Emphasis on responsible gambling tools (12%)
- Publicly verified RTP (return to player percentages) (11%)
The post BonusFinder UK Survey: Public Trust in Online Gambling & Bonus Offers in 2025 appeared first on European Gaming Industry News.
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