Lottery Vertical
Our Vanilla Out-of-the-Box solution delivers a consistent data structure tailored for Lottery operations. Designed for marketers, it enables easy segmentation and personalized campaigns. Below, you will find detailed information on the output attributes for the Lottery vertical.
What Data Should You Send?
To unlock powerful segmentation, predictive insights, and personalized campaigns for your players, Optimove requires specific data about your customers and their activities. Providing accurate and complete data ensures you can leverage the full range of attributes—like demographic details, betting 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 : Details of all deposits and withdrawals, which are critical for understanding spending habits and financial value.
- Draws : Records of player activity in lottery games, including bets, wins, and game types, which are critical for understanding engagement patterns.
- InstantPlay Games : Records of player activity in non-draw games (e.g., scratch cards, instant wins) to get a complete view of player engagement.
- Lottery Catalog : Information about all the available lottery draw games (e.g., game name, category).
- InstantPlay Game Catalog : Information about all the available instant-play or scratch card games.
Properly preparing these data sets allows Optimove to deliver the actionable insights needed to convert Non-Depositors, retain Active Players, and reactivate Churned Players effectively. See Prepare your data for Optimove (Lottery) 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 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, enabling personalized marketing and segmentation. For example:
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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 column from CUSTOMERS table Customers Email The EMAIL column from CUSTOMERS table Customers First Name The FIRST_NAME column from CUSTOMERS table Customers Last Name The LAST_NAME column from CUSTOMERS table Customers Mobile Number The MOBILE_NUMBER column from CUSTOMERS table Customers Date of Birth The DATE_OF_BIRTH column from CUSTOMERS table Customers Age Calculated by The DATE_OF_BIRTH column from CUSTOMERS table Customers Gender The GENDER column from CUSTOMERS table Customers Country The COUNTRY column from CUSTOMERS table Customers City The CITY column from CUSTOMERS table Customers Address The ADDRESS column from CUSTOMERS table Customers Language The LANGUAGE column from CUSTOMERS table Customers Registration Date The REGISTRATION_DATE column from CUSTOMERS table Customers Currency The CURRENCY column from CUSTOMERS table Customers Referral Type Referral type Customers Registered Platform The REGISTERED_PLATFORM column from CUSTOMERS table Customers
Consent Attributes
The consent-related attributes track a customer's communication preferences and verification statuses, ensuring compliance and effective campaign delivery. For example:
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A company utilizes the ALLOW_EMAIL attribute to determine which customers have opted in for email communication, allowing them to send personalized marketing emails only to customers who have explicitly consented, ensuring compliance with privacy regulations and improving email campaign effectiveness.
Consent Attributes
Attribute Name Description Source Table Allow Email Allow email Customers Allow Push Allow push Customers Allow SMS Allow sms Customers Is Blocked Is blocked Customers Is Email Verified Is email verified Customers Is Optin Is optin Customers Is SMS Verified Is sms verified Customers Is Test Is test Customers
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Please Note: As consent-related attributes are provided alongside other customer data, you are responsible for managing the associated logic, rules, and maintenance.
Calculated/Activity Attributes
Calculated attributes track players’ betting and financial behaviors, providing insights for targeting high-value players and optimizing campaigns. These attributes are calculated over the following snapshot periods:
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Lifetime: Daily aggregated data over the entire customer history.
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2 Weeks: Daily aggregated data calculated based on the last two weeks' data.
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1 Month: Daily aggregated data calculated based on the last month’s data.
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3 Months: Daily aggregated data calculated based on the last three months' data.
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1 Year: Daily aggregated data calculated based on the last year’s data.
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For example:
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A company uses the AVERAGE_DEPOSIT_AMOUNT to analyze customer deposit behavior over a lifetime, helping them identify high-value customers who consistently deposit large amounts, allowing them to tailor personalized offers, reward programs, or exclusive services to improve customer retention and encourage more frequent deposits.
Frequency Attributes
Attribute Name Description Source Table Snapshot Periods Frequency Frequency Transactions, Draws, InstantPlay Games 3 Months, 1 Year Ig Number of Bet Days, Lifetime* InstantPlay Game number of bet days, lifetime InstantPlay Games Lifetime Ig Number of Games Played, Lifetime* InstantPlay Game number of games played, lifetime InstantPlay Games Lifetime Ig Number of Losing Plays, Lifetime* InstantPlay Game number of losing plays, lifetime InstantPlay Games Lifetime Ig Number of Mobile Plays, Lifetime* InstantPlay Game number of mobile plays, lifetime InstantPlay Games Lifetime Ig Number of Web Plays, Lifetime* InstantPlay Game number of web plays, lifetime InstantPlay Games Lifetime Ig Number of Winning Plays, Lifetime* InstantPlay Game number of winning plays, lifetime InstantPlay Games Lifetime Number of Activity Days, Lifetime* Number of activity days, lifetime Transactions, Draws, InstantPlay Games 3 Months, 1 Year Number of Bet Days, Lifetime* Number of bet days, lifetime Draws 2 Weeks, 3 Months Number of Bonus Draws, Lifetime* Number of bonus draws, lifetime Draws Lifetime Number of Draws, Lifetime* Number of draws, lifetime Draws Lifetime Number of Losing Draws, Lifetime* Number of losing draws, lifetime Draws Lifetime Number of Mobile Draws, Lifetime* Number of mobile draws, lifetime Draws Lifetime Number of Second Chance Draws, Lifetime* Number of second chance draws, lifetime Draws Lifetime Number of Web Draws, Lifetime* Number of web draws, lifetime Draws Lifetime Number of Winning Draws, Lifetime* Number of winning draws, lifetime Draws Lifetime Platform Preference Platform preference Draws Lifetime Sg Number of Bet Days, Lifetime* Scratch Game number of bet days, lifetime InstantPlay Games Lifetime Sg Number of Games Played, Lifetime* Scratch Game number of games played, lifetime InstantPlay Games Lifetime Sg Number of Losing Plays, Lifetime* Scratch Game number of losing plays, lifetime InstantPlay Games Lifetime Sg Number of Mobile Plays, Lifetime* Scratch Game number of mobile plays, lifetime InstantPlay Games Lifetime Sg Number of Web Plays, Lifetime* Scratch Game number of web plays, lifetime InstantPlay Games Lifetime Sg Number of Winning Plays, Lifetime* Scratch Game number of winning plays, lifetime InstantPlay Games Lifetime Number of Bonus Granted, Lifetime* Number of bonus granted, lifetime Draws 1 Month Number of Deposit Days, Lifetime* Number of deposit days, lifetime Transactions 1 Day, 2 Weeks, 3 Months Number of Deposits, Lifetime* Number of deposits, lifetime Transactions 1 Day, 3 Days, 2 Weeks, 1 Month, 3 Months, 1 Year Number of Withdrawal Days, Lifetime* Number of withdrawal days, lifetime Transactions Lifetime Number of Withdrawals, Lifetime* Number of withdrawals, lifetime Transactions Lifetime Favorite Game Favorite game Internal Tables 3 Months Monetary Attributes
Attribute Name Description Source Table Snapshot Periods Average Deposit Amount, Lifetime Average deposit amount, lifetime Transactions 1 Month, 3 Months Average Monthly Deposit Amount, Lifetime Average monthly deposit amount, lifetime Transactions Lifetime Bonus Deposit Ratio, Lifetime Bonus deposit ratio, lifetime Transactions 1 Month, 3 Months Cashout Ratio, Lifetime Cashout ratio, lifetime Internal Tables 1 Month, 3 Months Average Bet Amount, Lifetime Average bet amount, lifetime Draws Lifetime Avg Jackpot Amount Per Draw, Lifetime Avg jackpot amount per draw, lifetime Draws Lifetime Draw Total Jackpot Amount For Avg, Last Three Months Draw total jackpot amount for avg, last three months Draws Lifetime Draw Total Mobile Bet Amount, Lifetime* Draw total mobile bet amount, lifetime Draws 2 Weeks, 3 Months Draw Total Web Bet Amount, Lifetime* Draw total web bet amount, lifetime Draws 2 Weeks, 3 Months Draw Total Win Amount, Lifetime* Draw total win amount, lifetime Draws 2 Weeks, 3 Months Draws Net Revenue, Lifetime* Draws net revenue, lifetime Draws Lifetime Ig Net Revenue, Lifetime* InstantPlay Game net revenue, lifetime InstantPlay Games Lifetime Ig Total Bet Amount, Lifetime* InstantPlay Game total bet amount, lifetime InstantPlay Games 2 Weeks, 3 Months Ig Total Win Amount, Lifetime* InstantPlay Game total win amount, lifetime InstantPlay Games 2 Weeks, 3 Months Net Revenue, Lifetime* Net revenue, lifetime Draws, InstantPlay Games Lifetime Percent of Mobile Bet Amount, Lifetime Percent of mobile bet amount, lifetime Draws Lifetime Percent of Web Bet Amount, Lifetime Percent of web bet amount, lifetime Draws Lifetime Preferred Jackpot Amount Preferred jackpot amount Draws 3 Months Sg Net Revenue, Lifetime* Scratch Game net revenue, lifetime InstantPlay Games Lifetime Sg Total Bet Amount, Lifetime* Scratch Game total bet amount, lifetime InstantPlay Games 2 Weeks, 3 Months Sg Total Win Amount, Lifetime* Scratch Game total win amount, lifetime InstantPlay Games 2 Weeks, 3 Months Win Ratio, Lifetime Win ratio, lifetime Draws Lifetime Net Cash, Lifetime* Net cash, lifetime Internal Tables 2 Weeks Total Bonus Granted Amount, Lifetime* Total bonus granted amount, lifetime Draws Lifetime Total Deposit Amount, Lifetime* Total deposit amount, lifetime Transactions Lifetime Total Withdrawal Amount, Lifetime* Total withdrawal amount, lifetime Transactions 2 Weeks, 1 Month, 3 Months Draw Total Bet Amount, Lifetime* Draw total bet amount, lifetime Draws 2 Weeks, 3 Months Deposit Amount Since Reactivated Deposit amount since reactivated Internal Tables Lifetime Recency Attributes
Attribute Name Description Source Table Snapshot Periods Days Since First Deposit Days since first deposit Transactions Lifetime Days Since Last Deposit Days since last deposit Transactions Lifetime Days Since Last Login Days since last login Customers Lifetime Days Since Last Withdrawal Days since last withdrawal Transactions Lifetime Deposit Days Since Reactivated Deposit days since reactivated Internal Tables Lifetime First Deposit Amount, Lifetime First deposit amount, lifetime Transactions Lifetime First Deposit Date* First deposit date Customers Lifetime Flex Time Since First Deposit Flex time since first deposit Internal Tables Lifetime Last Deposit Amount, Lifetime Last deposit amount, lifetime Transactions Lifetime Last Deposit Date* Last deposit date Transactions Lifetime Last Login Date The LAST_LOGIN_DATE column from CUSTOMERS table Customers Lifetime Last Withdrawal Date* Last withdrawal date Transactions Lifetime Days In Reactivated, Lifetime Days in reactivated, lifetime Internal Tables Lifetime Days Since Draw First Bet Days since draw first bet Draws Lifetime Days Since Draw Last Bet Days since draw last bet Draws Lifetime Days Since First Activity Days since first activity Transactions, Draws, InstantPlay Games Lifetime Days Since Ig First Bet Days since InstantPlay Game first bet InstantPlay Games Lifetime Days Since Ig Last Bet Days since InstantPlay Game last bet InstantPlay Games Lifetime Days Since Last Activity Days since last activity Transactions, Draws, InstantPlay Games Lifetime Days Since Last Reactivation Days since last reactivation Internal Tables Lifetime Days Since Sg First Bet Days since Scratch Game first bet InstantPlay Games Lifetime Days Since Sg Last Bet Days since Scratch Game last bet InstantPlay Games Lifetime Draw First Bet Date* Draw first bet date InstantPlay Games Lifetime Draw First Bonus Bet Date* Draw first bonus bet date Draws Lifetime Draw Last Bet Date* Draw last bet date Draws Lifetime Draw Last Bonus Bet Date* Draw last bonus bet date Draws Lifetime First Activity Date* First activity date Transactions, Draws, InstantPlay Games 3 Months, 1 Year Flex Time Since Last Activity Flex time since last activity Transactions, Draws, InstantPlay Games Lifetime Flex Time Since Last Activity Active Flex time since last activity active Transactions, Draws, InstantPlay Games Lifetime Flex Time Since Last Activity Churn Flex time since last activity churn Transactions, Draws, InstantPlay Games Lifetime Time Since Registration Flex time since registration Customers Lifetime Ig First Bet Date* InstantPlay Game first bet date InstantPlay Games Lifetime Ig Last Bet Date* InstantPlay Game last bet date InstantPlay Games Lifetime Last Activity Date* Last activity date Transactions, Draws, InstantPlay Games 3 Months, 1 Year Sg First Bet Date* Scratch Game first bet date InstantPlay Games Lifetime Sg Last Bet Date* Scratch Game last bet date InstantPlay Games Lifetime Preferred Deposit Hour, Lifetime Preferred deposit hour, lifetime Internal Tables 3 Months Time Since First Deposit Time since first deposit Internal Tables Lifetime Days Since Registration Days since registration Customers Lifetime
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Note: Attributes marked with * are part of the Activity History feature.
Lifecycle Stage (LCS) Attributes
Lifecycle Stage attributes track the progression of players through different phases of their journey with your brand, enabling tailored retention and engagement strategies. For example:
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A company uses the LIFECYCLE_STAGE attribute to understand where each customer currently stands in their journey — such as New, Active, Churn, or Dormant. By segmenting customers based on these stages, marketing and customer success teams can tailor their communication strategies, launch stage-specific campaigns (e.g., onboarding for new users, win-back for churn), and measure how customers progress through the lifecycle over time.
Lifecycle Stage (LCS) Attributes
Attribute Name Description Source Table Snapshot Periods Deposit Activity Categorical Deposit activity categorical Internal Tables 2 Weeks Deposit Percentile By Lifecycle Stage Deposit percentile by lifecycle stage Internal Tables 2 Weeks, 3 Months Deposits Since Reactivated Deposits since reactivated Internal Tables Lifetime Lifecycle Stage Lifecycle stage Internal Tables Lifetime Months Since Registration Months since registration Internal Tables Lifetime Bet Percentile By Lifecycle Stage Bet percentile by lifecycle stage Draws 2 Weeks, 3 Months Dormant Type Dormant type Transactions Lifetime Reactivation Action Reactivation action Internal Tables Lifetime Lifecycle Stage Before Churn Lifecycle stage before churn Internal Tables Lifetime
Predictive Model Attributes
Predictive model attributes forecast player behaviors, helping you prioritize retention and conversion efforts for maximum impact. For example:
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A company uses the CONVERSION_PROBABILITY_SCORE to identify non-depositing players who are most likely to make their first deposit, then targets them with a compelling first-deposit bonus.
Predictive Model Attributes
Attribute Name Description Source Table Churn Probability Score Probability of this customer to migrate into Churn within the next 2 periods. Internal Tables Rank in Churn Probability Rank among all live customers by Churn probability. On a scale of 1 (lowest) to 100 (highest). Internal Tables Rank in LCS - Churn Probability Rank among same lifecycle stage customers by Churn probability. Internal Tables Conversion Probability Score Probability of this customer to convert within the next 2 periods. Internal Tables Rank in Conversion Probability Rank among all not-converted by Conversion Probability Score. On a scale of 1 (lowest) to 100 (highest). Internal Tables Is Top Spender? Indicates a customer being currently a top spender. Internal Tables Becoming Top Spender Score Probability of this customer to become a top spender within the next 6 periods. Internal Tables Random Customer Percentage Random Customer Percentage Internal Tables Reactivation Probability Score Probability of this customer to be reactivated within the next 2 periods. Internal Tables Rank in Reactivation Probability Rank among all churned customers by Reactivation Probability Score. On a scale of 1 (lowest) to 100 (highest). Internal Tables Rank in Becoming Top Spender Rank among all customers by Becoming Top Spender Score. On a scale of 1 (lowest) to 100 (highest). Internal Tables Rank by LCS Becoming Top Spender Rank among same lifecycle stage by Becoming Top Spender Score. On a scale of 1 (lowest) to 100 (highest). Internal Tables Imported Customer Upload Date Lead Upload Date Internal Tables Imported Customer File Name Imported Customer File Name Internal Tables
Product Attributes – Purchase History
Product attributes detail players’ purchasing preferences, allowing for tailored promotions based on their favorite items and offers. With the purchase history feature, you can combine the product attributes listed below with transactional attributes (e.g., number of lottery bets) to effectively segment your users. For example:
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A lottery company uses the Lottery Game Category attribute to identify players who frequently buy 'Powerball' tickets and sends them a special offer for a 'Mega Millions' bundle to encourage cross-play.
Product Attributes – Purchase History
Attribute Name Description Source Table Instant Games Game Name GAME NAME from INSTANTPLAY_GAME_CATALOG table Product History Lottery Game Category GAME CATEGORY from LOTTERY_CATALOG table Product History Lottery Game Name GAME NAME from LOTTERY_CATALOG table Product History Scratch Games Game Name GAME NAME from INSTANTPLAY_GAME_CATALOG table Product History
Out-of-the-box Campaign KPIs
Out-of-the-box (OOTB) Campaign KPIs measure the success of your game’s marketing campaigns by comparing the performance of targeted player groups against a control group. These metrics help you evaluate how campaigns drive engagement and spending, enabling data-driven optimization.
- Number of Activity Days: Counts the days a player was active in the game, showing a campaign's impact on engagement.
- Number of Deposits: Tracks the total number of deposits, indicating a campaign's success in driving monetization.
- Total Bet Amount: Measures the total amount of money wagered, reflecting a campaign's influence on gameplay depth.
- Total Deposit Amount: Sums the total real-money value of all deposits, directly measuring a campaign's revenue impact.
- Total Net Revenue: Measures the net financial impact of the campaign (e.g., bets minus wins).
Understanding Your Players: Grouping and Predicting Behavior (Segmentation Model)
To help you connect with your players in the best way, we organize them into groups based on their actions—like whether they’ve ever made a deposit, how often they play, or when they were last active. This process is called Segmentation. We also use these groups to predict what players might do next, like if they are likely to make their first deposit or stop playing.
Player Groups: Organizing Players by Their Journey
We organize your players into groups based on where they are in their journey with your brand. We call these groups Lifecycle Stages (LCS), and we look at different details for each stage to understand them better.
Here’s how we group players at each stage of their journey:
1. Non-Depositor
These are players who have registered but haven't made a deposit yet. We group them by how long it has been since they signed up.
| Segmentation Layer | Details |
|---|---|
| Time Since Registration | 1 Day, Up to 1 Week, Up to 1 Month, 1 to 3 Months, More than 3 Months |
2. New
These are new depositors who made their first deposit in the last 14 days. We group them by their initial betting and deposit activity.
| Segmentation Layer | Details |
|---|---|
| Bet Percentile | Top 10 Percent Bet Amount, 10 to 50 Percent Bet Amount, Bottom 50 Percent Bet Amount |
| Deposit Activity | 3 or More Deposits, 2 Deposits, 1 Deposit, No Deposits |
| Time Since First Deposit | 1 Day, 2 to 7 Days, More than 7 Days, No Deposits |
| Time Since Last Activity | 1 Day, 2 to 7 Days, More than 7 Days |
3. Active
These are established, depositing players who were active in the last 30 days. We group them by their recency, financial value, and frequency.
| Segmentation Layer | Details |
|---|---|
| Time Since Last Activity | 1 Day, 2 to 7 Days, 8 to 14 Days, More than 14 Days |
| Deposit Percentile Last 3 Months | Top 10 Percent Total Deposit Amount, 10 to 50 Percent Total Deposit Amount, Bottom 50 Percent Total Deposit Amount |
| Frequency Categorical Last 3 Months | 1 to 2 Days, 2 to 7 Days, Over 7 Days |
| Bet Percentile Last 3 Months | Top 10 Percent Bet Amount, 10 to 50 Percent Bet Amount, Bottom 50 Percent Bet Amount |
4. Churn
These are depositing players who weren’t recently active (i.e., no activity in the last 30 days). We group them by how long they've been inactive and their past value.
| Segmentation Layer | Details |
|---|---|
| Time Since Last Activity | Up to 1 Month, 1 to 3 Months, 3 to 6 Months, More than 6 Months |
| Deposit Percentile | Top 10 Percent Total Deposit Amount, 10 to 50 Percent Total Deposit Amount, Bottom 50 Percent Total Deposit Amount |
| Bet Percentile | Top 10 Percent Bet Amount, 10 to 50 Percent Bet Amount, Bottom 50 Percent Bet Amount |
| LCS Before Churn | New, Active, Reactivated |
5. Reactivated
These are players who returned and made an activity after having churned. We track their recent activity to solidify their return and move them back to 'Active'.
| Segmentation Layer | Details |
|---|---|
| Time Since Last Activity | 1 Day, 2 to 7 Days, More than 7 Days |
| Deposit Percentile By LCS | Top 10 Percent Total Deposit Amount, 10 to 50 Percent Total Deposit Amount, Bottom 50 Percent Total Deposit Amount |
| Bet Percentile Last 2 Weeks | Top 10 Percent Bet Amount, 10 to 50 Percent Bet Amount, Bottom 50 Percent Bet Amount |
| Deposit Activity Last 2 Weeks | 2 or More Deposits, 1 Deposit, No Recent Deposits |
6. Dormant
This group includes Non-Depositors who registered more than 6 months ago (and had no activity) or Churned players who have been inactive for over a year.
| Segmentation Layer | Details |
|---|---|
| Dormant Type | Depositor, Non-Depositor |
Please note that the out-of-the-box customer model excludes players who haven’t been active or registered for over 3 years.
Why This Matters for the Lottery Vertical
By grouping your players and predicting their behavior, you can create personalized experiences that make them feel valued. Whether it’s offering a first-deposit bonus to a new player, rewarding a loyal 'Active' player with exclusive jackpot entries, or winning back a 'Churned' player with a special offer, these tools help you connect with your players in the right way at the right time.
Want to learn more? Check out this guide: The Optimove Model .
Updated about 17 hours ago