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

What Data Should You Send?

To unlock powerful segmentation, predictive insights, and personalized campaigns for your sports betting platform, 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, 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: Records of deposits, withdrawals, and bonuses, critical for calculating financial metrics like average deposit amounts and identifying high-value players.
• Bets: Details of player betting activity, which drive insights into preferences and engagement levels.
• Bets Details: Granular data on individual bets, enabling tailored promotions based on players’ favorite sports or bet types.

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 sports betting 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 sports betting 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:

• 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 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’ betting 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:

• 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
Number of Activity Days, Lifetime*	Number of activity days, lifetime	Transactions, Bets	Lifetime, 2 Weeks, 3 Months
Number of Bonus Granted, Lifetime*	Number of bonus granted, lifetime	Transactions	Lifetime
Number of Bonus Sport Bets, Lifetime*	Number of bonus sport bets, lifetime	Bets	Lifetime
Number of Deposits, Lifetime*	Number of deposits, lifetime	Transactions	Lifetime, 2 Weeks, 3 Months
Number of Deposit Days, Lifetime*	Number of deposit days, lifetime	Transactions	Lifetime, 2 Weeks, 3 Months
Number of Real Sport Bets, Lifetime*	Number of real sport bets, lifetime	Bets	Lifetime
Number of Sport Bets, Lifetime*	Number of sport bets, lifetime	Bets	Lifetime
Number of Sport Bet Days, Lifetime*	Number of sport bet days, lifetime	Bets	Lifetime
Number of Sport Live Bets, Lifetime*	Number of sport live bets, lifetime	Bets	Lifetime, 3 Months
Number of Sport Losing Bets, Lifetime*	Number of sport losing bets, lifetime	Bets	Lifetime
Number of Sport Mobile Bets, Lifetime*	Number of sport mobile bets, lifetime	Bets	Lifetime, 3 Months
Number of Sport Multi Bets, Lifetime*	Number of sport multi bets, lifetime	Bets	Lifetime, 3 Months
Number of Sport Prematch Bets, Lifetime*	Number of sport prematch bets, lifetime	Bets	Lifetime, 3 Months
Number of Sport Single Bets, Lifetime*	Number of sport single bets, lifetime	Bets	Lifetime, 3 Months
Number of Sport System Bets, Lifetime*	Number of sport system bets, lifetime	Bets	Lifetime, 3 Months
Number of Sport Web Bets, Lifetime*	Number of sport web bets, lifetime	Bets	Lifetime
Number of Sport Winning Bets, Lifetime*	Number of sport winning bets, lifetime	Bets	Lifetime
Number of Withdrawals, Lifetime*	Number of withdrawals, lifetime	Transactions	Lifetime
Number of Withdrawal Days, Lifetime*	Number of withdrawal days, lifetime	Transactions	Lifetime
Deposit Days Since Reactivated	Deposit days since reactivated	Internal Tables	Lifetime
Number of Times Churned, Lifetime	Number of times churned, lifetime	Internal Tables	Lifetime
Number of Times Churned Categorical	Number of times churned categorical	Internal Tables	Lifetime
Favorite Sport Type Preference	Favorite sport type preference	Bets, Bets_Details	Lifetime
Frequency	Number of days between first and last activity divided by number of activity days	Customers, Transactions	1 Year, 3 Months
Sport Live Preference	Sport live preference	Internal Tables	3 Months
Sport Platform Preference	Sport platform preference	Internal Tables	Lifetime, 3 Months
Deposit Activity Categorical	Deposit activity categorical	Internal Tables	2 Weeks

Monetary Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Average Deposit Amount, Lifetime	Average deposit amount, lifetime	Transactions	Lifetime, 1 Month, 3 Months
Average Monthly Deposit Amount, Lifetime	Average monthly deposit amount, lifetime	Transactions	Lifetime
Average Sport Bet Amount, Lifetime	Average sport bet amount, lifetime	Bets	Lifetime
Bonus Deposit Ratio, Lifetime	Bonus deposit ratio, lifetime	Internal Tables	Lifetime, 1 Month, 3 Months
Cashout Ratio, Lifetime	Total withdrawal amount divided by total deposit amount, lifetime	Internal Tables	Lifetime, 1 Month, 3 Months
Percent of Mobile Sport Bet Amount, Lifetime	Percent of mobile sport bet amount, lifetime	Bets	Lifetime, 3 Months
Percent of Web Sport Bet Amount, Lifetime	Percent of web sport bet amount, lifetime	Bets	Lifetime, 3 Months
Percent of Live Sport Bets, Last Three Months	Percent of live sports bets	Bets	3 Months
Sport Bonus Ratio, Lifetime	Sport bonus ratio, lifetime	Bets	Lifetime, 3 Months
Sport Win Ratio, Lifetime	Sport win ratio, lifetime	Bets	Lifetime, 3 Months
Net Cash, Lifetime*	Net cash, lifetime	Internal Tables	Lifetime, 2 Weeks
Total Bonus Granted Amount, Lifetime*	Total bonus granted amount, lifetime	Transactions	Lifetime
Total Bonus Sport Bet Amount, Lifetime*	Total bonus sport bet amount, lifetime	Bets	Lifetime
Total Deposit Amount, Lifetime*	Total deposit amount, lifetime	Transactions	Lifetime, 2 Weeks, 3 Months
Total Real Sport Bet Amount, Lifetime*	Total real sport bet amount, lifetime	Bets	Lifetime
Total Sport Bet Amount, Lifetime*	Total sport bet amount, lifetime	Bets	Lifetime
Total Sport Mobile Bet Amount, Lifetime*	Total sport mobile bet amount, lifetime	Bets	Lifetime
Total Sport Net Gaming Revenue, Lifetime*	Total sport net gaming revenue, lifetime	Bets	Lifetime
Total Sport Web Bet Amount, Lifetime*	Total sport web bet amount, lifetime	Bets	Lifetime
Total Sport Win Amount, Lifetime*	Total sport win amount, lifetime	Bets	Lifetime
Total Withdrawal Amount, Lifetime*	Total withdrawal amount, lifetime	Transactions	Lifetime, 2 Weeks, 3 Months
Deposit Amount Since Reactivated	Deposit amount since reactivated	Internal Tables	Lifetime
Deposit Amount Monthly Change, Lifetime	Deposit amount monthly change, lifetime	Internal Tables	Lifetime

Recency Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Days Since Registration	Days since registration	Customers	Lifetime
Months Since Registration	Months since registration	Internal Tables	Lifetime
Days Since Lifecycle Stage Change	Days since lifecycle stage change	Internal Tables	Lifetime
Time Since Last Activity Active	Time since last activity active	Internal Tables	Lifetime
Time Since Last Activity Churn	Time since last activity churn	Internal Tables	Lifetime
Time Since Registration	Time since registration	Internal Tables	Lifetime
Days Since First Activity	Days since first activity	Bets	Lifetime, 3 Months
Days Since First Deposit	Days since first deposit	Transactions	Lifetime
Days Since Last Activity	Days since last activity	Bets	Lifetime
Days Since Last Deposit	Days since last deposit	Transactions	Lifetime
Days Since Last Login	Days since last login	Customers	Lifetime
Days Since Last Real Sport Bet	Days since last real sport bet	Bets	Lifetime
Days Since Last Sport Bet	Days since last sport bet	Bets	Lifetime
Days Since Last Withdrawal	Days since last withdrawal	Transactions	Lifetime
Days Since Last Reactivation	Days since last reactivation	Internal Tables	Lifetime
First Deposit Date	First deposit date	Customers	Lifetime
First Sport Bet Date	First sport bet date	Bets	Lifetime
Last Activity Date	Last activity date	Bets, Transactions	Lifetime
Last Deposit Date	Last deposit date	Transactions	Lifetime
Last Login Date	Last login date	Customers	Lifetime
Last Real Sport Bet Date	Last real sport bet date	Bets	Lifetime
Last Sport Bet Date	Last sport bet date	Bets	Lifetime
Last Withdrawal Date	Last withdrawal date	Transactions	Lifetime
First Deposit Amount, Lifetime	First deposit amount, lifetime	Transactions	Lifetime
First Sport Type Preference	First sport type preference	Bets, Bets_Details	Lifetime
Last Deposit Amount, Lifetime	Last deposit amount, lifetime	Transactions	Lifetime
Time Since First Deposit	Time since first deposit	Internal Tables	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 relationship with the sports betting platform, enabling tailored retention and engagement strategies. For example:

• A company uses the CHURN_FACTOR attribute, which quantifies the likelihood of a customer churning based on their historical behavior, to identify high-risk customers in real-time, enabling the marketing and customer success teams to take proactive steps like offering personalized retention offers, improving engagement strategies, or reactivating dormant customers before they fully churn.

Lifecycle Stage (LCS) Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Days In Churn	Days in churn	Internal Tables	Lifetime
Days In Reactivated	Days in reactivated	Internal Tables	Lifetime
Deposits Since Reactivated	Deposits since reactivated	Internal Tables	Lifetime
Previous Lifecycle Stage	Previous lifecycle stage	Internal Tables	Lifetime
Sport Reactivation Action	Sport reactivation action	Internal Tables	Lifetime
Deposit Percentile By Lifecycle Stage	Deposit percentile by lifecycle stage	Internal Tables	2 Weeks, 3 Months
Bet Percentile By LCS	Bet percentile by LCS	Internal Tables	2 Weeks, 3 Months
Churn Factor	Days since last activity divided by frequency, lifetime	Internal Tables	Lifetime, 1 Year
Lifecycle Stage Before Churn	Lifecycle stage before churn	Internal Tables	Lifetime
Lifecycle Stage	Lifecycle stage	Internal Tables	Lifetime
Dormant Type	Dormant type	Internal Tables	Lifetime

Predictive Model Attributes

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

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

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

• Top Spenders Predictive Model
• Segmenting Customers by Future Value

Product Attributes - Game History

Product attributes detail players’ betting preferences, allowing for tailored promotions based on their favorite sports or events. For example:

• The sports betting company uses the DISCIPLINE attribute (e.g., 'Football') from Bets_Details to identify players who primarily bet on football. They can then send these players targeted promotions for major football tournaments or offer special odds on important matches, aiming to increase betting activity and engagement with their preferred sport.

Product Attributes – Game History

Attribute Name	Description	Source Table
A Team	A team from Bets_Details	Product History
B Team	B team from Bets_Details	Product History
Bet Type	Bet type from Bets_Details	Product History
Discipline	Discipline from Bets_Details	Product History
Event	Event event from Bets_Details	Product History
Is Live	Is live from Bets_Details	Product History
Meeting	Meeting meeting from Bets_Details	Product History
Selection	Selection from Bets_Details	Product History

Out-of-the-Box Campaign KPIs

Out-of-the-box (OOTB) Campaign KPIs measure the success of your sports betting 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 Sport Bet Amount: Measures real-money bets placed, reflecting campaign influence on betting behavior.
• Total Sport Net Gaming Revenue: Calculates net revenue from sports betting, highlighting campaign profitability.
• Total Deposit Amount: Sums all deposits made by players, reflecting campaign effectiveness in driving financial activity.

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

To help you connect with your sports betting players in the best way, we organize them into groups based on their actions—like how long since they last placed a bet on your site or app, how much they 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 betting or take a break. Let’s break it down into two simple ideas: Player Groups and Behavior Predictions.

Player Groups: Organizing Players by Their Journey

Imagine you’re running a virtual betting club. You’d want to group your members based on things like whether they've ever deposited money, how actively they engage with your platform, or how recently they last placed a bet. We do the same with your sports betting players, organizing them into groups based on where they are in their journey with your brand. 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 sports betting journey:

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

These players have signed up for your sports betting platform 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 could receive a “Get Started” email offering a bonus—such as a free bet—to encourage their first deposit and prompt them to start betting on your app as soon as possible.

2. New Players: Just Started Depositing and Betting

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

Example: A new player with a high risk of churn—who made their first deposit over 7 days ago and has not deposited since—may receive a push notification offering a “Great Start” bonus, such as a deposit match, to encourage continued engagement on your site.

3. Active Players: Regular Bettors

These are players who regularly log in and bet on your platform. We group them by their recent activity, how much they’ve deposited and bet in the last 3 months, and how often they bet.

Example: An active player who logs in every 1 to 2 days and is in the top 10% for deposits might get an email with a loyalty reward, like enhanced odds on an upcoming match, to keep them engaged.

4. Churned Players: Stopped Betting

These are players who haven’t logged in or bet on your platform 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 in the top tier of both betting and deposit activity—who hasn’t bet in the last two months—may receive a “We Miss You” email offering a risk-free bet to incentivize re-engagement.

5. Reactivated Players: Came Back After a Break

These are players who stopped betting for a while but recently logged in and started betting again on your platform. We group them by their recent activity, deposits, bets, and how often they’ve deposited since returning.

Example: A reactivated player who logged in 3 days ago and made 2 deposits might get a push notification with a “Welcome Back” offer, like a special odds boost, to keep them betting on your app.

6. Dormant Players: Inactive for a Long Time

These are players who haven’t logged in or bet on your platform in a very long time, whether they’ve deposited before or just signed up. We group them by their type.

Example: A dormant player who never deposited might get an email with a small free bet, like $5, to try a bet on an upcoming major sporting event on your site.

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 Sport Vertical

By grouping your players and predicting their behavior, you can create personalized experiences that make them feel valued. Whether it’s offering a bonus to a new player, rewarding a loyal customer with a special bet offer, 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 sports betting platform.

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