In iGambling, it’s tempting to treat your player base as a single unit — a dashboard full of deposits, bets, GGR, and churn rates. But behind those metrics are real human behaviors. And if you’re building campaigns, features, or retention strategies based on “the average player,” you’re likely leaving money — and trust — on the table.
Let’s be clear:
If your platform has 1,000 users, you’re not dealing with one persona.
You’re managing at least three entirely different player types, each requiring its own communication logic, risk management, and value proposition.
Let’s break them down — and explore how to work with each.
🔹 High Rollers (aka “Whales”): Big Value, High Expectations
Who they are:
This small but mighty group — often just 1–5% of your base — can generate up to 50% of your gross gaming revenue (GGR). They deposit large sums, play frequently, and engage with premium products. But they don’t behave like the rest of your users — and shouldn’t be treated like them.
Behavioral traits:
- Make large, often lump-sum deposits
- Prefer live casino, high-stakes tables, and volatile games
- Rarely engage with standard bonuses or public offers
- Expect exclusivity, control, and speed in service
What they need:
- Privacy and status — not generic communication
- Dedicated VIP managers who understand their habits and preferences
- Tailored, one-on-one offers, not mass emails
- Early access to premium features or games
CRM Strategy Tip: Replace push notifications with concierge-style support. Use the language of exclusivity — “only for you,” “priority access,” “your personal table,” not “everyone gets this.”
🔹 Recreational Players: Your Core Base
Who they are:
These are the players who come to have fun. They make up the majority of your customer base, and while their individual LTV is lower than high rollers, their collective value and retention potential are immense.
Behavioral traits:
- Deposit modest amounts (typically €10–€30)
- Play occasionally — evenings, weekends, when they’re in the mood
- Love promotions, bonuses, missions, and gamification
- Engage with well-designed UX, visual storytelling, and light competition
What they need:
- Frequent, fun campaigns with low barriers to entry
- Gamified journeys (e.g., seasonal quests, loyalty programs, social leaderboards)
- Bonuses that spark joy, not complexity
- Emotional connection — storylines, themed events, a sense of community
CRM Strategy Tip: This is where your creativity pays off. Build colorful, mission-based journeys with small, regular wins. Think “entertainment-first,” not “ROI-first.”
🔹 Problem Gamblers: A Sensitive Segment Requiring Responsibility
Who they are:
This is the most vulnerable group. These are not just high-frequency players — they are showing signs of losing control over their gambling behavior. If left unchecked, this group poses serious ethical, regulatory, and reputational risks.
Behavioral traits:
- Unusually long sessions, often at night
- Escalate bets after losses (chasing behavior)
- Ignore bonuses, depositing mechanically
- Get stuck in loss → deposit → loss cycles
- Don’t take breaks, don’t use self-control tools
What they need:
- Early identification through behavioral modeling
- Proactive intervention — reminders, deposit/session limits, reality checks
- Access to responsible gambling tools (self-exclusion, timeouts, support)
- Non-intrusive communication that promotes reflection, not pressure
CRM Strategy Tip: These players may appear profitable in the short term, but long-term costs (chargebacks, complaints, legal cases) can be high. Protect them — and your business — by embedding responsible gambling measures directly into your product and comms flow.
Why This Classification Matters
Building your campaigns, products, and player journeys based on a generic player is a flawed approach. You risk:
- Offering the wrong bonus to the wrong user
- Triggering churn instead of retention
- Ignoring early signs of harm
- Underutilizing your VIP segment
By recognizing and responding to these three core player types, you unlock smarter, more ethical, and more profitable strategies.
| Player Type | Value Potential | Risk Profile | Best Approach |
|---|---|---|---|
| High Rollers | Very high (1–5%) | Low (financially) | VIP treatment, exclusivity |
| Recreational | Medium (majority) | Low to moderate | Fun, gamification, CRM rhythm |
| Problematic | Unstable (hidden risk) | High (ethically + legally) | Responsible gambling, early detection |
Final Thought: Precision Beats Volume
In iGambling, success doesn’t come from doing more — it comes from doing what fits.
When you shift from mass communication to behavior-driven strategy, you:
- Improve engagement
- Reduce churn
- Protect your brand
- Increase long-term player value
Because when you understand who the player is — not just what they did —
you stop guessing. You start connecting.
The Data Detective 