Our Vanilla Out-of-the-Box solution delivers a consistent data structure tailored for casino operations. Designed for marketers, it enables easy segmentation and personalized campaigns. Below, you will find detailed information on the output attributes for the Casino vertical.

What Data Should You Send?

To unlock powerful segmentation, predictive insights, and personalized campaigns for your casino, Optimove requires specific data about your players and their activities. Providing accurate and complete data ensures you can leverage the full range of attributes—like demographic details, gaming behaviors, and predictive scores—described in this article. The following data types are essential:

• Customers: Information about your players, such as age, country, and contact preferences, used to build personalized profiles and target specific audiences.
• Transactions: Records of deposits, withdrawals, and bonuses, critical for calculating financial metrics like average deposit amounts and identifying high-value players.
• Games: Details of player gaming activity, including bets and wins, which drive insights into preferences and engagement levels.
• Game Types & Categories: Data on game names and categories (e.g., slots, table games), enabling tailored promotions based on players’ favorite games.

Properly preparing these data sets allows Optimove to deliver the actionable insights needed to engage New Players, retain Active Players, and reactivate Churned Players effectively. See Prepare your data for Optimove for more information.

What You Will See in Your Instance

Our solution provides a rich set of attributes to help you understand and engage your casino players effectively. Below, each category of attributes is detailed with practical use cases and comprehensive tables.

Demographic Attributes

Demographic attributes provide essential information about your players’ identities and locations, enabling personalized marketing and segmentation. For example:

• The casino company uses the AGE attribute from the Customers table to segment players into different age groups and tailor targeted promotional campaigns that increase engagement and retention.

Demographic Attributes

Attribute Name	Description	Source Table
Player ID	The PLAYER_ID from CUSTOMERS table	Customers
Email	The EMAIL from CUSTOMERS table	Customers
First Name	The FIRST_NAME from CUSTOMERS table	Customers
Last Name	The LAST_NAME from CUSTOMERS table	Customers
Mobile Number	The MOBILE_NUMBER from CUSTOMERS table	Customers
Date of Birth	The DATE_OF_BIRTH from CUSTOMERS table	Customers
Age	Calculated from the DATEOFBIRTH column in the CUSTOMERS table	Customers
Gender	The GENDER from CUSTOMERS table	Customers
Country	The COUNTRY from CUSTOMERS table	Customers
City	The CITY from CUSTOMERS table	Customers
Language	The LANGUAGE from CUSTOMERS table	Customers
Registration Date	The REGISTRATION_DATE from CUSTOMERS table	Customers
Address	The ADDRESS from CUSTOMERS table	Customers
Affiliate Id	The Affiliate Id field from CUSTOMERS table	Customers
Alias	The Alias field from CUSTOMERS table	Customers
Balance	The BALANCE from CUSTOMERS table	Customers
Name	The Casino Name field from CUSTOMERS table	Customers
Currency	The Currency field from CUSTOMERS table	Customers
Referral Type	The Referral Type field from CUSTOMERS table	Customers
Registered Platform	The Registered Platform field from CUSTOMERS table	Customers

Consent Related Attributes

The consent-related attributes track a customer's communication preferences and verification statuses across channels, including email, SMS, and push, as well as flags for opt-in status, test accounts, and general eligibility—all sourced from the Customers table. A kickoff meeting will be held for each channel to provide specific guidance and ensure proper setup based on the channels in use. For example:

• The casino uses the ALLOW_EMAIL attribute to send targeted “Welcome Back” offers to Reactivated Players, increasing retention.

Consent Related Attributes

Attribute Name	Description	Source Table
Allow Email	Allow communication via email	Customers
Allow Push	Allow communication via push notifications/messages	Customers
Allow SMS	Allow communication via SMS	Customers
Allow WhatsApp	Allow communication via WhatsApp	Customers
Is Blocked	The IS_BLOCKED from CUSTOMERS table	Customers
Is Email Verified	Customers email is verified	Customers
Is Optin	The IS_OPTIN from CUSTOMERS table	Customers
Is SMS Verified	Customers phone number is verified	Customers
Is Test	The IS_TEST from CUSTOMERS table	Customers

Please Note: The Is_OptIn attribute acts as a general consent indicator for receiving marketing messages. It is used to query or segment customers who have opted into at least one communication channel, enabling flexible targeting of those with active marketing consent. For example, if a customer opts into email but not push notifications, their attributes would show Allow_Push = 'No', Allow_Email = 'Yes', and Is_OptIn = 'Yes'.

Please Note: As consent-related attributes are provided alongside other customer data, you are responsible for managing the associated logic, rules, and maintenance.

Calculated Attributes

Calculated attributes track players’ gaming and financial behaviors, providing insights for targeting high-value players and optimizing campaigns. These attributes are categorized into Frequency Attributes, Monetary Attributes, and Recency Attributes, calculated over the following snapshot periods:

• Lifetime: Daily aggregated data over the entire customer history
• 2 Weeks: Daily aggregated data calculated based on the last two weeks' data
• 1 Month: Daily aggregated data calculated based on the last month’s data
• 3 Months: Daily aggregated data calculated based on the last three months' data
• 1 Year: Daily aggregated data calculated based on the last year’s data

For example:

• The casino uses the AVERAGE_DEPOSIT_AMOUNT attribute to identify high-value New Players and offer them VIP bonuses, boosting deposit frequency.

Frequency Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Number of Activity Days, Lifetime*	Number of activity days (activity= deposit or bet), lifetime	Transactions, Games	Lifetime, 2 Weeks, 3 Months
Number of Bonus Casino Games, Lifetime*	Number of bonus casino games, lifetime	Games	Lifetime
Number of Bonus Casino Winning Games, Lifetime*	Number of bonus money casino winning games, lifetime	Games	Lifetime
Number of Bonus Granted, Lifetime*	Counting the number of bonus transactions granted from the Transactions table, lifetime	Transactions	Lifetime
Number of Casino Game Days, Lifetime*	Number of casino game days, lifetime	Games	Lifetime
Number of Casino Games, Lifetime*	Number of casino games, lifetime	Games	Lifetime, 2 Weeks, 3 Months
Number of Casino Mobile Games, Lifetime*	Number of casino mobile games, lifetime	Games	Lifetime
Number of Casino Web Games, Lifetime*	Number of casino web games, lifetime	Games	Lifetime
Number of Casino Winning Games, Lifetime*	Number of casino winning games, lifetime	Games	Lifetime
Number of Deposit Days, Lifetime*	Counting the number of deposit days from the Transactions table, lifetime	Transactions	Lifetime, 2 Weeks, 3 Months
Number of Deposits, Lifetime*	Counting the number of deposits from the Transactions table, lifetime	Transactions	Lifetime, 2 Weeks, 3 Months
Number of Real Casino Games, Lifetime*	Number of real casino games, lifetime	Games	Lifetime
Number of Real Casino Winning Games, Lifetime*	Number of real money casino winning games, lifetime	Games	Lifetime
Number of Withdrawal Days, Lifetime*	Counting the number of withdrawal days from the Transactions table, lifetime	Transactions	Lifetime
Number of Withdrawals, Lifetime*	Counting the number of withdrawals from the Transactions table, lifetime	Transactions	Lifetime
Frequency	Number of days between first and last activity divided by number of activity days	Customers, Transactions	1 Year, 3 Months
Number of Times Churned, Lifetime	The number of times the customer converted to churn LCS	Internal Tables	Lifetime
Number of Times Churned Categorical	Number of Times Churned Categorical Field	Internal Tables	Lifetime
Platform Preference	Platform preference	Internal Tables	3 Months
Deposit Activity Categorical	Deposit activity categorical	Internal Tables	2 Weeks
Deposit Activity, Lifetime	Deposit activity categorical	Internal Tables	Lifetime
Favorite Casino Game	The game that was played the most, lifetime	Internal Tables	Lifetime
Flex Frequency Categorical, Last Three Months	Flex frequency categorical, last three months	Internal Tables	Lifetime

Monetary Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Average Casino Bet Amount, Lifetime	Total casino bet amount divided by number of casino games	Transactions	Lifetime
Average Deposit Amount, Lifetime	Total deposit amount divided by number of deposits, lifetime	Transactions	Lifetime, 1 Month, 3 Months
Average Monthly Deposit Amount, Lifetime	Total deposit amount divided by number of deposits in a month	Transactions	Lifetime
Bonus Deposit Ratio, Lifetime	Total bonus granted divided by the total deposit amount, lifetime	Internal Tables	Lifetime, 1 Month, 3 Months
Cashout Ratio, Lifetime	Total withdrawal amount divided by the total deposit amount, lifetime	Transactions	Lifetime
Bonus Ratio	Casino bonus bet amount divided by total casino bet amount, lifetime	Internal Tables	Lifetime, 3 Months
Win Ratio	Casino win amount divided by casino bet amount, lifetime	Internal Tables	Lifetime, 3 Months
Net Cash, Lifetime*	Deposit amount - Withdrawal amount	Transactions	Lifetime, 2 Weeks
Total Bonus Casino Bet Amount, Lifetime*	Total bonus casino bet amount, lifetime	Games	Lifetime
Total Bonus Casino Win Amount, Lifetime*	Total bonus money casino win amount, lifetime	Games	Lifetime
Total Bonus Granted Amount, Lifetime*	Summing the Transaction Amount for bonuses granted from the Transactions table, lifetime	Transactions	Lifetime
Total Casino Bet Amount, Lifetime*	Total casino bet amount (real + bonus), lifetime	Games	Lifetime, 2 Weeks, 3 Months
Total Casino Mobile Bet Amount, Lifetime*	Total casino mobile bet amount (real + bonus), lifetime	Games	Lifetime
Total Casino Net Gaming Revenue, Lifetime*	Total casino net gaming revenue, lifetime	Games	Lifetime, 2 Weeks
Total Casino Web Bet Amount, Lifetime*	Total casino web bet amount (real + bonus), lifetime	Games	Lifetime
Total Casino Win Amount, Lifetime*	Total casino win amount (real + bonus), lifetime	Games	Lifetime, 2 Weeks
Total Deposit Amount, Lifetime*	Summing the Transaction Amount for deposits from the Transactions table, lifetime	Transactions	Lifetime, 2 Weeks, 3 Months
Total Real Casino Bet Amount, Lifetime*	Total real casino bet amount, lifetime	Games	Lifetime
Total Real Casino Win Amount, Lifetime*	Total real money casino win amount, lifetime	Games	Lifetime
Total Withdrawal Amount, Lifetime*	Summing the Transaction Amount for withdrawals from the Transactions table, lifetime	Transactions	Lifetime, 2 Weeks
Total Deposits Amount, Lifetime	Amount deposited in the total deposits	Transactions	Lifetime

Recency Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Flex Time Since Last Activity Active	Flex time since last activity active	Internal Tables	Lifetime
Flex Time Since Last Activity Churn	Flex time since last activity churn	Internal Tables	Lifetime
Flex Time Since Registration	Flex time since registration	Internal Tables	Lifetime
Days Since First Activity	Days since first activity (activity= deposit, bet)	Games	Lifetime
Days Since First Deposit	Days since first deposit	Transactions	Lifetime
Days Since Last Activity	Days since last activity (activity= deposit, bet)	Games	Lifetime
Days Since Last Casino Game	Days since last casino game played	Internal Tables	Lifetime
Days Since Last Deposit	Days since last deposit	Transactions	Lifetime
Days Since Last Login	Days since last login date	Customers	Lifetime
Days Since Last Reactivation	For reactivated LCS - the number of days passed since moving to Reactivated LCS based on the previous profile	Internal Tables	Lifetime
Days Since Last Real Casino Game	Days since last real casino game	Internal Tables	Lifetime
Days Since Last Withdrawal	Days since last withdrawal	Transactions	Lifetime
First Casino Game Date	First casino game date	Games	Lifetime
First Deposit Amount, Lifetime	The amount deposited in the first deposit, lifetime	Transactions	Lifetime
First Deposit Date	First date of deposit from the Transactions table	Transactions	Lifetime
Flex Time Since First Deposit	Flex time since first deposit	Transactions	Lifetime
Flex Time Since Last Activity	Flex time since last activity	Transactions, Games	Lifetime
Last Activity Date	Last date (activity= deposit or bet activity)	Games	Lifetime
Last Casino Game Date	Last casino game date	Games	Lifetime
Last Deposit Amount, Lifetime	The amount deposited in the last deposit, lifetime	Transactions	Lifetime
Last Deposit Date	Last transaction date of deposit from the Transactions table	Transactions	Lifetime
Last Login Date	The Last Login Date field from CUSTOMERS table	Customers	Lifetime
Last Real Casino Game Date	Last real casino game date	Games	Lifetime
Last Withdrawal Date	Last date of withdrawal from the Transactions table	Transactions	Lifetime
Days Since Lifecycle Stage Change	The number of days since the last LCS change	Internal Tables	Lifetime
Days Since Registration	Days since registration	Customers	Lifetime
Time Since Registration	Months since registration	Customers	Lifetime

Note: Attributes marked with are part of the Activity History feature.*

Lifecycle Stage Attributes (LCS)

Lifecycle Stage attributes track the progression of your customers through different stages of their relationship with the casino, enabling tailored retention and engagement strategies for each stage. For example:

• The casino uses the CHURN_FACTOR attribute to identify players who are at high risk of leaving and offer attractive bonuses or free spins to re-engage them before they become inactive.

Lifecycle Stage Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Number of Times Churned, Lifetime	The number of times the customer converted to churned LCS	Internal Tables	Lifetime
Number of Times Churned Categorical	Number of Times Churned Categorical Field	Internal Tables	Lifetime
Reactivation Action	Reactivation action	Internal Tables	Lifetime
Churn Factor	Churn Factor	Internal Tables	Lifetime
Days In Churn	For churned LCS - the days in Churned	Internal Tables	Lifetime
Days Since Last Reactivated	For reactivated LCS - the amount of time spent in Reactivated LCS	Internal Tables	Lifetime
Days Since Lifecycle Stage Change	The number of days since the last LCS change	Internal Tables	Lifetime
Days Since Registration	Days since registration	Customers	Lifetime
Lifetime Deposit Amount Since Last Reactivated	The total amount deposited since last reactivation	Internal Tables	Lifetime
Deposit Days Since Last Reactivated	Number of deposit days since last reactivation	Internal Tables	Lifetime
Deposit Percentile By Lifecycle Stage	Deposit percentile by lifecycle stage	Internal Tables	Lifetime
Deposit Percentile, Lifetime	Deposit percentile by lifecycle stage, lifetime	Internal Tables	Lifetime
Deposits Since Last Reactivated	Number of deposits since last reactivation	Internal Tables	Lifetime
Dormant Type	Dormant Type	Internal Tables	Lifetime
Frequency	Number of days between first and last activity divided by number of activity days	Customers, Transactions	Lifetime
Flex By Lifecycle Stage	Flex bet percentile by Lifecycle Stage	Internal Tables	Lifetime
Flex Deposit Activity, Last Two Weeks	Flex deposit activity, last two weeks	Internal Tables	2 Weeks
Flex Time Since Last Activity Active	Flex time since last activity active	Internal Tables	Lifetime
Flex Time Since Last Activity Churn	Flex time since last activity churn	Internal Tables	Lifetime
Flex Time Since Registration	Flex time since registration	Internal Tables	Lifetime
Lifecycle Stage Before Churn	The last LCS stage before converting to churn	Internal Tables	Lifetime
Lifecycle Stage	Current Lifecycle Stage	Internal Tables	Lifetime
Time Since Registration	Months since registration	Customers	Lifetime
Previous Lifecycle Stage	The previous Lifecycle stage	Internal Tables	Lifetime

Predictive Model Attributes

Predictive model attributes help predict player behaviors, helping you prioritize high retention and conversion efforts for maximum impact. For example:

• The casino uses the CHURN_PROBABILITY_SCORE attribute to prioritize high-risk Active Players for retention campaigns, like personalized loyalty rewards, to prevent churn.

Predictive Model Attributes

Attribute Name	Description	Source Table
Churn Probability Score	Probability that the customer will churn within the next two weeks	Internal Tables
Rank in Churn Probability	Rank among all live customers by churn probability (scale 1-100)	Internal Tables
Rank in LCS - Churn Probability	Rank among same lifecycle stage customers by churn probability	Internal Tables
Conversion Probability Score	Probability that the customer will convert within the next two weeks	Internal Tables
Rank in Conversion Probability	Rank among all non-converted customers by conversion probability (scale 1-100)	Internal Tables
Is Top Spender?	Indicates if the customer is currently a top spender	Internal Tables
Becoming Top Spender Score	Probability that the customer will become a top spender within the next six weeks	Internal Tables
Random Customer Percentage	Random Customer Percentage	Internal Tables
Reactivation Probability Score	Probability that the customer will be reactivated within the next two weeks	Internal Tables
Rank in Reactivation Probability	Rank among churned customers by reactivation probability (scale 1-100)	Internal Tables
Rank in Becoming Top Spender	Rank among all customers by becoming top spender score (scale 1-100)	Internal Tables
Rank by LCS Becoming Top Spender	Rank among same lifecycle stage by becoming top spender score (scale 1-100)	Internal Tables

For more information regarding predictive metrics available within the Optimove instance, see the following articles:

• Top Spender Predictive Model
• Segmenting Customer by Future Values

Product Attributes - Game History

Product attributes detail players' gaming preferences, allowing for tailored promotions based on their favorite games they play. For example:

• The casino uses the GAME_TYPE attribute to identify players who prefer slots and send them promotional offers for new slot games, increasing playtime.

Product Attributes - Game History

Attribute Name	Description	Source Table
Game Type	Game Category from GAME_TYPES_AND_CATEGORIES table	Product History
Name Type	Game Name Type from NAME_TYPE_AND_CATEGORIES table	Product History

Out-of-the-Box Campaign KPIs

Out-of-the-box (OOTB) Campaign KPIs measure the success of your casino’s marketing campaigns by comparing the performance of targeted Player Groups , such as Active Players or New Players, against a control group. These metrics, drawn from Calculated Attributes, help you evaluate how campaigns drive engagement, deposits, and revenue, enabling data-driven optimization.

• Number of Activity Days: Counts days with player activity (e.g., deposits or bets), showing campaign impact on engagement.
• Number of Deposits: Tracks deposit frequency, indicating campaign success in encouraging financial commitment.
• Total Real Casino Bet Amount: Measures amount of real money bets placed, reflecting campaign influence on betting behavior.
• Total Casino Net Gaming Revenue: Calculates net revenue from casino games, highlighting campaign profitability.
• Total Deposit Amount: Sums all deposits made by players, reflecting campaign effectiveness in driving financial activity.

Understanding Your Casino Players: Grouping and Predicting Behavior (Segmentation Model)

To help you connect with your casino players in the best way, we organize them into groups based on their actions—like how long it’s been since they last played or how much they’ve bet or how often they deposit money. This process is called Segmentation. We also use these groups to predict what players might do next, like whether they’ll keep playing or take a break. Let’s break it down into two simple ideas: Player Grouping and Behavior Prediction.

Player Groups: Organizing Players by Their Journey

Imagine you’re running a virtual gaming club. You’d want to group your members based on things like whether they've ever deposited money, how actively they engage with your games, or how recently they last played. We do the same with your casino players, organizing them into groups based on where they are in their journey with your casino. We call these stages Lifecycle Stages (LCS), and we look at different details for each stage to understand them better.

Predicting Behaviors

Using LCS, segmentation layers, and other demographical and behavioral attributes Optimove is able to create predictive metrics, such as Future Value (FV), Risk of Churn (ROC), Conversion Rate, Reactivation Rate, and Top Spenders (TS), to enhance effective marketing strategies.

Here’s how we group players at each stage of their casino journey:

1. Non-Depositors: Players Who Signed Up but Haven’t Deposited

These players have signed up for your casino but haven’t added money to their account yet. We group them by how long it’s been since they joined.

Example: A player who registered within the past week but hasn’t yet made a deposit might receive a “Get Started” email offering a bonus—such as 10 free spins—to encourage their first deposit and prompt them to start playing on your app as soon as possible.

2. New Players: Just Started Depositing and Playing

These are players who recently added money to their account and started playing on your casino. We group them by how much they’ve bet, how many deposits they’ve made, how long since their first deposit, and their last activity.

Example: A new player who is at high risk for churn—who made their first deposit but hasn’t deposited since—might get a push notification with a “Great Start” bonus, such as a 50% deposit match—to encourage continued engagement on your site.

3. Active Players: Regular Players

These are players who regularly log in and play on your casino. We group them by their recent activity, how much they’ve deposited and bet in the last three months, and how often they play.

Example: An active player who logs in every two days and is in the top percentile for deposits might get an email with a loyalty reward, like 20 free spins—to keep them engaged.

4. Churned Players: Stopped Playing

These are players who haven’t logged in or played on your casino in a while and might have left. We group them by how long since their last activity, their past deposits and bets, and what stage they were in before they stopped.

Example: A churned player who hasn’t logged in recently but was in the top tier of percentile for betting might receive a “We Miss You” email offering a bonus offer to try to get them back to playing on your site.

5. Reactivated Players: Came Back After a Break

Players who stopped playing for a while but recently logged back in and started playing on your casino again. We group them by their recent activity, deposits, bets, and how often they’ve deposited since their return.

Example: A reactivated player who logged in recently and made several deposits might get a push notification with a “Welcome Back” offer, like a bonus, to keep them playing on your app.

6. Dormant Players: Inactive for a Long Time

Example: A dormant player who never deposited might get an email with a small free credit, like a free spin, to try a slot machine on your site.

Why This Matters for the Casino Vertical

By grouping your players and predicting their behavior, you can create personalized experiences that make them feel valued by your casino. Whether it’s offering a new player a special bonus, rewarding a loyal player, or winning back a player who hasn’t logged in in a while, these tools help you connect with your players in the right way at the right time through your casino platform.

Want to learn more? Check out this guide: The Model Solution.