Our Vanilla Out-of-the-Box solution delivers a consistent data structure tailored for Sweepstakes Casino operations. Designed for marketers, it enables easy segmentation and personalized campaigns that cater to the unique dual-currency model of social and sweepstakes play. Below, you will find detailed information on the output attributes for the Sweepstakes Casino 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 with Gold Coins and Sweeps Coins, and predictive scores—described in this article. The following data types are essential:

• Customers: Information about your players, such as age, country, and virtual currency balances (Gold Coins and Sweeps Coins).
• Transactions: Records of Gold Coin purchases and Sweeps Coin redemptions, critical for identifying spending players and calculating financial metrics.
• Games: Details of player gaming activity, including bets and wins with both Gold Coins and Sweeps Coins, which drive insights into preferences and engagement.
• 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 convert Non-Spenders, retain Active players, and reactivate Churned players effectively. See Prepare your data for Optimove for more information.

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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 account status, 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	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 nickname or screen name.	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 an account.	Customers
Balance	The player's current Sweeps Coin balance.	Customers
Gc Balance	The player's current Gold Coin balance.	Customers
Currency	The currency used for the player's transactions.	Customers
Affiliate Id	The ID of the affiliate partner who referred the player.	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

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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 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	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.	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.

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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 company uses the AVERAGE_PURCHASE_AMOUNT to analyze player spending behavior, helping them identify high-value players and tailor VIP offers to improve retention and encourage more frequent purchases.

Frequency Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Number of Activity Days, Lifetime*	The total number of distinct days a player was active (played or purchased).	Transactions, Games	2 Weeks, 3 Months
Number of Casino Game Days, Lifetime*	The total number of distinct days a player played any casino game.	GameTypesCategories	2 Weeks, 3 Months
Number of Casino Games, Lifetime*	The total number of casino games played.	GameTypesCategories	Lifetime
Number of Casino Mobile Games, Lifetime*	The total number of casino games played on a mobile device.	Games	Lifetime
Number of Casino Web Games, Lifetime*	The total number of casino games played on the website.	Games	Lifetime
Number of Casino Winning Games, Lifetime*	The total number of games that resulted in a win.	Games	Lifetime
Number of Gc Casino Games, Lifetime*	The total number of games played using Gold Coins.	Games	Lifetime
Number of Gc Casino Winning Games, Lifetime*	The total number of winning games played using Gold Coins.	Games	Lifetime
Number of Purchase Days, Lifetime*	The total number of distinct days a player has made a purchase.	Transactions	2 Weeks, 3 Months
Number of Purchases, Lifetime*	The total number of purchases made by the player.	Transactions	2 Weeks, 3 Months
Number of Redeem Days, Lifetime*	The total number of distinct days a player has redeemed Sweeps Coins.	Transactions	Lifetime
Number of Redeems, Lifetime*	The total number of Sweeps Coin redemptions made by the player.	Transactions	Lifetime
Number of Sc Casino Games, Lifetime*	The total number of games played using Sweeps Coins.	Games	Lifetime
Number of Sc Casino Winning Games, Lifetime*	The total number of winning games played using Sweeps Coins.	Games	Lifetime
Frequency, Last Three Months	The average number of days between a player's activities over the last three months.	Transactions	3 Months, 1 Year

Monetary Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Average Monthly Purchase Amount, Lifetime	The average amount a player purchases per month.	Transactions	Lifetime
Average Purchase Amount, Lifetime	The average monetary value of a player's purchases.	Transactions	1 Month, 3 Months
Average Sc Casino Bet Amount, Lifetime	The average value of a player's bets using Sweeps Coins.	Transactions	Lifetime
Cashout Ratio, Lifetime	The ratio of total redemption value to total purchase amount.	Internal Tables	1 Month, 3 Months
Gc To Sc Ratio, Lifetime	The ratio of Gold Coins played versus Sweeps Coins played.	Games	3 Months
Net Cash, Lifetime*	The net cash flow from the player (total purchases minus total redemptions).	Internal Tables	2 Weeks
Purchase Amount Monthly Change, Lifetime	The percentage change in a player's purchase amount from one month to the next.	Internal Tables	Lifetime
Sc Win Ratio, Lifetime	The ratio of total Sweeps Coin wins to total Sweeps Coin bets.	Games	3 Months
Total Casino Net Gaming Revenue, Lifetime*	The total net revenue generated from the player (bet amount minus win amount).	Games	2 Weeks, 3 Months
Total Gc Casino Bet Amount, Lifetime*	The total value of all bets placed using Gold Coins.	Games	2 Weeks, 3 Months
Total Gc Casino Win Amount, Lifetime*	The total value of all winnings from games played with Gold Coins.	Games	Lifetime
Total Purchase Amount, Lifetime*	The total monetary value of all Gold Coin packages purchased by the player.	Transactions	2 Weeks, 3 Months
Total Redeem Amount, Lifetime*	The total monetary value of all Sweeps Coins redeemed for prizes.	Transactions	2 Weeks, 3 Months
Total Sc Casino Bet Amount, Lifetime*	The total value of all bets placed using Sweeps Coins.	Games	2 Weeks, 3 Months
Total Sc Casino Mobile Bet Amount, Lifetime*	The total value of all Sweeps Coin bets placed on a mobile device.	Games	Lifetime
Total Sc Casino Web Bet Amount, Lifetime*	The total value of all Sweeps Coin bets placed on the website.	Games	Lifetime
Total Sc Casino Win Amount, Lifetime*	The total value of all winnings from games played with Sweeps Coins.	Games	2 Weeks, 3 Months

Recency Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Days Since Last Login	The number of days that have passed since the player last logged in.	Customers	Lifetime
Last Login Date	The date of the player's most recent login.	Customers	Lifetime
Days Since First Activity	The number of days that have passed since the player's first activity.	Games	Lifetime
Days Since First Purchase	The number of days that have passed since the player's first purchase.	Transactions	Lifetime
Days Since Last Activity	The number of days that have passed since the player's last activity.	Games	Lifetime
Days Since Last Casino Game	The number of days that have passed since the player last played any casino game.	Internal Tables	Lifetime
Days Since Last Purchase	The number of days that have passed since the player's last purchase.	Transactions	Lifetime
Days Since Last Reactivation	The number of days that have passed since the player was last reactivated.	Internal Tables	Lifetime
Days Since Last Redeem	The number of days that have passed since the player last redeemed Sweeps Coins.	Transactions	Lifetime
Days Since Last Sc Casino Game	The number of days that have passed since the player last played a game with Sweeps Coins.	Transactions	Lifetime
First Casino Game Date	The date of the player's first-ever casino game session.	Games	Lifetime
First Purchase Date	The date of the player's first-ever purchase.	Transactions	Lifetime
Last Activity Date	The date of the player's most recent activity.	Games	Lifetime
Last Casino Game Date	The date of the player's most recent casino game session.	Games	Lifetime
Last Purchase Date	The date of the player's most recent purchase.	Transactions	Lifetime
Last Redeem Date	The date of the player's most recent redemption.	Transactions	Lifetime
Last Sc Casino Game Date	The date of the player's most recent game played with Sweeps Coins.	Games	Lifetime

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

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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:

• A casino company uses the Lifecycle Stage Before Churn attribute to identify players who were previously "Active" and targets them with a personalized "We Miss You" campaign featuring their favorite games.

Lifecycle Stage (LCS) Attributes

Attribute Name	Description	Source Table	Snapshot Periods
Lifecycle Stage	The player's current lifecycle stage (e.g., New, Active, Churn Non-Spender).	Internal Tables	Lifetime
Months Since Registration	The number of months that have passed since the player first registered.	Internal Tables	Lifetime
Days In Churn, Lifetime	The total number of days the player has spent in the 'Churn' lifecycle stage.	Internal Tables	Lifetime
Days In Churn Non Spender, Lifetime	The total number of days the player has spent in the 'Churn Non-Spender' lifecycle stage.	Internal Tables	Lifetime
Days In Reactivated, Lifetime	The total number of days the player has spent in the 'Reactivated' lifecycle stage.	Internal Tables	Lifetime
Days Since Lifecycle Stage Change	The number of days that have passed since the player last changed their lifecycle stage.	Internal Tables	Lifetime
Dormant Type	Indicates if a dormant player was previously a purchaser or a non-purchaser.	Internal Tables	Lifetime
Lifecycle Stage Before Churn	The lifecycle stage the player was in immediately before entering the 'Churn' stage.	Internal Tables	Lifetime
Previous Lifecycle Stage	The lifecycle stage the player was in immediately before their current one.	Internal Tables	Lifetime

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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	The probability that this player will move into a 'Churn' lifecycle stage within the next two periods.	Internal Tables
Rank in Churn Probability	The player's churn probability score ranked against all other players, on a scale of 1 (lowest risk) to 100 (highest risk).	Internal Tables
Rank in LCS - Churn Probability	The player's churn probability score ranked against only those players in the same lifecycle stage.	Internal Tables
Conversion Probability Score	The probability that a non-spending player will make their first purchase (convert) within the next two periods.	Internal Tables
Rank in Conversion Probability	The player's conversion probability score ranked against all other non-spending players, on a scale of 1 (lowest probability) to 100 (highest probability).	Internal Tables
Is Top Spender?	A flag (Yes/No) indicating if the player is currently considered a top spender based on their purchase activity.	Internal Tables
Becoming Top Spender Score	The probability that this player will become a top spender within the next six periods.	Internal Tables
Random Customer Percentage	A randomly assigned percentile (1-100) for each player, used for creating random control groups for A/B testing campaigns.	Internal Tables
Reactivation Probability Score	The probability that a churned player will become active again within the next two periods.	Internal Tables
Rank in Reactivation Probability	The player's reactivation score ranked against all other churned players, on a scale of 1 (lowest probability) to 100 (highest probability).	Internal Tables
Rank in Becoming Top Spender	The player's 'Becoming Top Spender' score ranked against all other players, on a scale of 1 (lowest probability) to 100 (highest probability).	Internal Tables
Rank by LCS Becoming Top Spender	The player's 'Becoming Top Spender' score ranked against only those players in the same lifecycle stage.	Internal Tables

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Product Attributes – Purchase History

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

• A sweepstakes casino uses the Game Category attribute to identify players who prefer slots and sends them promotions for new slot games, increasing playtime.

Product Attributes – Purchase History

Attribute Name	Description	Source Table
Game Category	The category of the game played (e.g., Slots, Table Games).	Product History
Game Name	The name of the specific game played.	Product History

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Out-of-the-box Campaign KPIs

Out-of-the-box (OOTB) Campaign KPIs measure the success of your 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 (played or purchased), showing a campaign's impact on engagement.
• Number of Purchases: Tracks the total number of Gold Coin purchases, indicating a campaign's success in driving monetization.
• Total SC Casino Bet Amount: Measures the total amount of Sweeps Coins wagered, reflecting a campaign's influence on high-intent gameplay.
• Total Casino Net Gaming Revenue: Calculates the total net revenue from players, highlighting a campaign's profitability.

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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 purchased Gold Coins, how often they play with Sweeps Coins, 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 running a social casino with two types of currency: Gold Coins (GC) for fun play, and Sweeps Coins (SC) which can be redeemed for prizes. You’d want to group your players based on whether they're new, if they've ever purchased GC, and how actively they play with SC. We do the same with your players, organizing them into groups based on where they are in their journey with your casino. We call these groups Lifecycle Stages (LCS).

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

1. New Non-Spenders

These are new players (registered in the last two weeks) who play for fun with GC but have not yet made a Gold Coin purchase.

Example: A player who just signed up could get an in-app message: "Ready to play for real prizes? Get a special bonus on your first Gold Coin purchase and receive FREE Sweeps Coins!"

2. Active Non-Spenders

These are established players who are active but have never made a purchase. They are key targets for conversion campaigns.

Example: A highly engaged non-spender who plays with GC daily could be targeted with a one-time "First Purchase Bonus" offering double the GC and a significant amount of free SC.

3. Churn Non-Spenders

These are players who have never purchased and have been inactive for more than 14 days.

Example: A player who hasn't logged in for a month might receive an email: "We miss you! A new game has just dropped. Here are 5,000 free Gold Coins to try it out."

4. New

These are players who made their first purchase within the last 14 days. We group them by their SC play and purchase activity to encourage their second purchase.

Example: A new purchaser who made one small purchase could receive an in-app message showcasing a higher-value Gold Coin package with a better rate of free bonus Sweeps Coins.

5. Active

These are valuable purchasing players who have been active in the last 30 days. We group them by their spending and SC play to maintain engagement.

Example: An active player in the top 10% for purchases could be given early access to a new game or an exclusive VIP offer with extra bonus Sweeps Coins on their next purchase.

6. Churn

These are purchasing players who have been inactive for more than 30 days. The goal is to reactivate them with compelling offers.

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

7. Reactivated

These are previously churned players who have recently returned. We group them by their recent activity to solidify their return and encourage them to become Active again.

Example: A reactivated player who has played but not yet purchased could be targeted with a special, limited-time offer on their first purchase back to reward their return.

8. Dormant

These are players who have been inactive for a very long time and are unlikely to return without a significant incentive.

Example: A dormant player who used to purchase might be targeted in a major site-wide event with a very high-value offer to try and win them back one last time.

Please note that the out-of-the-box customer model excludes players who haven’t been active or registered for over 3 years.

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Why This Matters for the Sweepstakes Casino Vertical

By grouping your players and predicting their behavior, you can create personalized experiences that cater to their play style. Whether it’s converting a non-spender with a great first-purchase offer, rewarding a loyal SC player with VIP perks, or winning back someone who has lapsed, these tools help you connect with your players in the right way at the right time—driving both purchases and engagement.

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