Our Vanilla Out-of-the-Box solution delivers a consistent data structure tailored for Social Gaming operations. Designed for marketers, it enables easy segmentation and personalized campaigns. Below, you will find detailed information on the output attributes for the Social Gaming 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, 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.
• Games: Records of player activity, including session duration, bets, and wins, which are critical for understanding engagement patterns.
• Payments: Details of all in-app purchases and transactions, which drive insights into spending habits and help identify high-value players.
• Promotions: Data on the specific promotional offers and bonuses given to players.
• Promotion_Types: Details that categorize the different types of promotions available (e.g., 'Free Coins', 'Discount').
• Item_Catalog: Information about all the virtual items available for purchase within the game.
• Points_and_Ranking: Data related to player progression, such as levels, experience points (XP), and current status, used to reward loyalty and encourage continued play.

Properly preparing these data sets allows Optimove to deliver the actionable insights needed to convert Non-Spenders, retain Active Spenders, 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 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 progression, enabling personalized marketing and segmentation. For example:

• The 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	A unique identifier for each player.	Customers
Email	The player's email address.	Customers
First Name	The player's first name.	Customers
Last Name	The player's last name.	Customers
Alias	The player's in-game name or nickname.	Customers
Mobile Number	The player's mobile phone number.	Customers
Date of Birth	The player's date of birth.	Customers
Age	The player's age, calculated from their date of birth.	Customers
Gender	The player's gender.	Customers
Country	The country where the player is located.	Customers
City	The city where the player is located.	Customers
Address	The player's physical address.	Customers
Language	The player's preferred language.	Customers
Registration Date	The date the player first registered for the game.	Customers
Balance	The player's current in-game currency or real money balance.	Customers
Currency	The currency used for the player's transactions.	Customers
Player Level	The player's current level or rank within the game.	Points and Ranking
Status	The player's current status or tier (e.g., VIP, Gold).	Points and Ranking
Affiliate Id	The ID of the affiliate partner who referred the player.	Customers
Casino Name	The name of the specific game or platform being played.	Customers
Referral Type	The method or channel through which the player was referred.	Customers
Registered Platform	The platform or device used by the player to register (e.g., iOS, Android, Web).	Customers

Consent Attributes

The consent-related attributes track a customer's communication preferences and verification statuses, ensuring compliance and effective campaign delivery. For example:

• A company utilizes the ALLOW_EMAIL attribute to determine which players 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	Indicates if the player has consented to receive marketing communications via email.	Customers
Allow Push	Indicates if the player has consented to receive push notifications.	Customers
Allow SMS	Indicates if the player has consented to receive marketing communications via SMS.	Customers
Is Blocked*	Indicates if the player's account is blocked or suspended from playing.	Customers
Is Email Verified	Indicates if the player has verified their email address.	Customers
Is Optin	A general indicator that the player has opted into at least one marketing channel.	Customers
Is SMS Verified	Indicates if the player has verified their mobile number.	Customers
Is Test*	Indicates if the player account is a test account used for internal purposes.	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'.

Attributes marked with * are not specific to channel consent but can be used to exclude customers ineligible for marketing communications.

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 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:

• A gaming company uses the AVERAGE_PAYMENT_AMOUNT to analyze player purchase behavior, helping them identify high-value "whale" customers who consistently purchase large amounts of virtual currency.

Frequency Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Number of Activity Days	Num of activity days categorical	Internal Tables	1 Month, 2 Weeks
Num of Payments Categorical	Num of payments categorical	Internal Tables	2 Weeks
Number of Activity Days, Lifetime*	Number of activity days, lifetime	Internal Tables	1 Month, 2 Weeks, 3 Months
Number of Coins Promotions, Lifetime*	Number of coins promotions, lifetime	Promotions	Lifetime
Number of Game Days, Lifetime*	Number of game days, lifetime	Games	1 Month, 2 Weeks
Number of Games, Lifetime*	Number of games, lifetime	Games	Lifetime
Number of Mobile Games, Lifetime*	Number of mobile games, lifetime	Payments	Lifetime
Number of Mobile Payments, Lifetime*	Number of mobile payments, lifetime	Payments	Lifetime
Number of Other Promotions, Lifetime*	Number of other promotions, lifetime	Promotions	Lifetime
Number of Payment Days, Lifetime*	Number of payment days, lifetime	Payments	Lifetime
Number of Payments, Lifetime*	Number of payments, lifetime	Promotions	2 Weeks
Number of Promotion Days, Lifetime*	Number of promotion days, lifetime	Promotions	Lifetime
Number of Promotions, Lifetime*	Number of promotions, lifetime	Internal Tables	2 Weeks
Number of Times Churned Non Spender, Lifetime	Number of times churned non spender, lifetime	Internal Tables	Lifetime
Number of Times Churned Spender, Lifetime	Number of times churned spender, lifetime	Games	Lifetime
Number of Web Games, Lifetime*	Number of web games, lifetime	Games	Lifetime
Number of Web Payments, Lifetime*	Number of web payments, lifetime	Payments	Lifetime
Number of Winning Games, Lifetime*	Number of winning games, lifetime	Games	Lifetime
Num of Promotions Categorical	Num of promotions categorical	Internal Tables	2 Weeks
Game Platform Preference	Game platform preference	Internal Tables	1 Month
Payment Platform Preference	Payment platform preference	Internal Tables	1 Month
Frequency, Last Month	Frequency, last month	Internal Tables	Lifetime
Game Activity Categorical, Last Month	Game activity categorical, last month	Internal Tables	Lifetime
Frequency Categorical, Last Three Months	Frequency categorical, last three months	Internal Tables	3 Months

Monetary Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Average Bet Amount, Lifetime	Average bet amount, lifetime	Games	Lifetime
Average Coin Promotion Amount, Lifetime	Average coin promotion amount, lifetime	Promotions	Lifetime
Average Payment Amount, Lifetime	Average payment amount, lifetime	Payments	Lifetime
Coins Balance	Coins balance	Points and Ranking	Lifetime
Mobile Bet Amount, Lifetime*	Mobile bet amount, lifetime	Games	1 Month
Mobile Payment Amount, Lifetime*	Mobile payment amount, lifetime	Payments	1 Month
Percent of Mobile Game Amount, Lifetime	Percent of mobile game amount, lifetime	Internal Tables	1 Month
Percent of Mobile Payment Amount, Lifetime	Percent of mobile payment amount, lifetime	Internal Tables	1 Month
Percent of Web Game Amount, Lifetime	Percent of web game amount, lifetime	Internal Tables	1 Month
Percent of Web Payment Amount, Lifetime	Percent of web payment amount, lifetime	Internal Tables	1 Month
Total Bet Amount, Lifetime*	Total bet amount, lifetime	Games	1 Month, 2 Weeks, 3 Months
Total Coins Purchased, Lifetime*	Total coins purchased, lifetime	Payments	Lifetime
Total Payment Amount, Lifetime*	Total payment amount, lifetime	Payments	1 Month, 2 Weeks, 3 Months, 1 Year
Total Points Collected, Lifetime*	Total points collected, lifetime	Points and Ranking	Lifetime
Total Promotion Amount, Lifetime*	Total promotion amount, lifetime	Promotions	1 Month, 2 Weeks, 3 Months
Total Session Duration, Lifetime*	Total session duration, lifetime	Games	1 Month, 2 Weeks
Total Win Amount, Lifetime*	Total win amount, lifetime	Games	1 Month
Web Bet Amount, Lifetime*	Web bet amount, lifetime	Games	1 Month
Web Payment Amount, Lifetime*	Web payment amount, lifetime	Payments	1 Month
Win Ratio, Lifetime	Win ratio, lifetime	Internal Tables	1 Month
Xp Points, Lifetime	Xp points, lifetime	Games	Lifetime
Favorite Item Category	Favorite item category	Internal Tables	Lifetime
Favorite Item Name	Favorite item name	Internal Tables	Lifetime
First Payment Amount, Lifetime	First payment amount, lifetime	Internal Tables	Lifetime
Last Payment Amount, Lifetime	Last payment amount, lifetime	Payments	Lifetime

Recency Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Days Since Last Login	Days since last login	Customers	Lifetime
Last Login Date	Last login date	Customers	Lifetime
Days Since First Activity	Days since first activity	Internal Tables	Lifetime
Days Since First Game	Days since first game	Internal Tables	Lifetime
Days Since First Payment	Days since first payment	Internal Tables	Lifetime
Days Since Last Activity	Days since last activity	Internal Tables	Lifetime
Days Since Last Game	Days since last game	Internal Tables	Lifetime
Days Since Last Payment	Days since last payment	Internal Tables	Lifetime
Days Since Last Reactivation	Days since last reactivation	Internal Tables	Lifetime
First Game Date	First game date	Internal Tables	Lifetime
First Payment Date	First payment date	Internal Tables	Lifetime
First Promotion Date	First promotion date	Internal Tables	Lifetime
Last Activity Date	Last activity date	Internal Tables	Lifetime
Last Game Date	Last game date	Games	Lifetime
Last Payment Date	Last payment date	Payments	Lifetime
Last Promotion Date	Last promotion date	Promotions	Lifetime
Time Since First Game	Time since first game	Games	Lifetime
Time Since First Payment	Time since first payment	Payments	Lifetime
Time Since Last Activity	Time since last activity	Internal Tables	Lifetime

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 game, enabling tailored retention and engagement strategies. For example:

• A company uses the Lifecycle Stage attribute to identify high-risk "Active Gamers" (spenders who haven't paid recently) and targets them with special offers on virtual currency to encourage them to become "Active Spenders" again.

Lifecycle Stage (LCS) Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Days Since Registration	Days since registration	Customers	Lifetime
Lifecycle Stage	Lifecycle stage	Internal Tables	Lifetime
Months Since Registration	Months since registration	Customers	Lifetime
Bet Percentile By Lcs	Bet percentile by lcs	Internal Tables	1 Month, 2 Weeks, 3 Months
Days In Churn Non Spender, Lifetime	Days in churn non spender, lifetime	Internal Tables	Lifetime
Days In Churn Spender, Lifetime	Days in churn spender, lifetime	Internal Tables	Lifetime
Days In Reactivated Spender, Lifetime	Days in reactivated spender, lifetime	Internal Tables	Lifetime
Days Since Lifecycle Stage Change	Days since lifecycle stage change	Internal Tables	Lifetime
Lifecyclestage Before Churn Spender	Lifecyclestage before churn spender	Internal Tables	Lifetime
Payment Percentile By Lcs	Payment percentile by lcs	Internal Tables	2 Weeks, 3 Months
Previous Lifecycle Stage	Previous lifecycle stage	Internal Tables	Lifetime
Promotion Percentile By Lcs	Promotion percentile by lcs	Internal Tables	1 Month, 2 Weeks, 3 Months
Reactivation Action	Reactivation action	Internal Tables	Lifetime
Time Since Last Activity Active	Time since last activity active	Internal Tables	Lifetime
Time Since Last Activity Churn Ns	Time since last activity churn ns	Internal Tables	Lifetime
Time Since Last Activity Churn S	Time since last activity churn s	Internal Tables	Lifetime
Time Since Last Payment Active G	Time since last payment active g	Internal Tables	Lifetime
Time Since Last Payment Active S	Time since last payment active s	Internal Tables	Lifetime
Time Since Last Payment Churn S	Time since last payment churn s	Internal Tables	Lifetime
Time Since Registration	Time since registration	Customers	Lifetime
Time Since Registration Ns	Time since registration ns	Internal Tables	Lifetime

Predictive Model Attributes

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

• A company uses the CONVERSION_PROBABILITY_SCORE to identify non-spending players who are most likely to make their first purchase, then targets them with a compelling starter-pack offer.

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

Product Attributes – Purchase History

Product attributes detail players’ purchasing preferences, allowing for tailored promotions based on their favorite items and offers. For example:

• A gaming company uses the ITEM_CATEGORY attribute to identify players who frequently purchase "power-up" items and sends them a special offer for a bundle of new, high-value power-ups.

Product Attributes – Purchase History

Attribute Name	Description	Source Table
Item Category	Item Category from Items Catalog	Product History
Item Name	Item Name from Items Catalog	Product History
Promotion Category	Promotion Category from Promotions Catalog	Product History
Promotion Type	Promotion Type from Promotions Catalog	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 Payments: Tracks the total number of in-app purchases, indicating a campaign's success in driving monetization.
• Total Bet Amount: Measures the total amount of virtual currency wagered, reflecting a campaign's influence on gameplay depth.
• Total Payment Amount: Sums the total real-money value of all purchases, directly measuring a campaign's revenue impact.

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 purchase, 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 purchase or stop playing. Let’s break it down into Player Groups and Behavior Predictions.

Player Groups: Organizing Players by Their Journey

Imagine you’re managing a vibrant online game. You’d want to group your players based on whether they're new, if they spend money, or if they've taken a break. We do the same with your players, organizing them into groups based on where they are in their journey with your game. 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. New Non-Spenders

These are new players who registered in the last two weeks but have not made a purchase yet. We group them by their registration date and recent activity.

Example: A player who registered yesterday and was last active on the same day could receive a push notification: "Your adventure awaits! Log back in for a special welcome gift of 100 free coins."

2. Active Non-Spenders

These are established players (registered over 14 days ago) who have played in the last 14 days but have never made a purchase. We group them by their activity levels and time with the game.

Example: A highly engaged non-spender who plays almost daily could be targeted with a one-time "First Purchase Bonus" offering double the value on a popular starter pack.

3. Churn Non-Spenders

These are players who have never made a purchase and have been inactive for more than 14 days. We group them by how long they've been inactive and their previous engagement levels.

Example: A player who was previously active for over 7 days but hasn't logged in for a month might receive an email: "We miss you! A new quest has begun. Here are 500 free coins to get you back in the action."

4. New Spenders

These are players who made their very first purchase within the last 14 days. We group them by their purchase behavior and recent activity to encourage their next purchase.

Example: A new spender who made one small purchase 3 days ago could receive an in-app message showcasing a limited-time bundle, encouraging them to make a second, higher-value purchase.

5. Active Spenders

These are valuable players who have made a purchase within the last 30 days. We group them by their spending habits and activity frequency to maintain their engagement and loyalty.

Example: An active spender in the top 10% for payments could be given early access to a new feature or an exclusive VIP virtual item to reward their loyalty and encourage continued spending.

6. Active Gamers

These are players who have spent money in the past but not within the last 30 days; however, they have been active in the game recently. The goal is to re-engage them as spenders.

Example: An active gamer who hasn't made a purchase in two months could be targeted with an offer specifically related to their gameplay, such as "Running low on energy? Refill for 50% off today only!"

7. Churn Spenders

These are valuable players who have spent money in the past but have not had any activity (login or play) in the last 30 days. The goal is to reactivate them.

Example: A high-value churned spender could receive an email highlighting a major new game update or event, coupled with a significant "Welcome Back" bonus on their next purchase.

8. Reactivated Spenders

These are previously churned spenders who have returned and shown activity in the last 14 days. We group them by their recent activity to solidify their return and encourage them to become Active Spenders.

Example: A reactivated spender who has logged in several times but hasn't made a purchase yet could receive a personalized offer on an item they've previously purchased to make their first post-churn transaction seamless.

Please note that Non-Spenders are removed after 1 year of inactivity, and Spenders are removed after 2 years of inactivity.

Why This Matters for the Social Gaming Vertical

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

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