Our Vanilla Out‐of‐the‐Box solution delivers a consistent data structure tailored for multi-product (Sport and Casino) operations. Designed for marketers, it enables easy segmentation and personalized campaigns across player activities. Below, you will find detailed information on the output attributes for the Multi - Sport and Casino vertical.

What Data Should You Send?

To unlock powerful segmentation, predictive insights, and personalized campaigns for your multi-product platform, Optimove requires specific data about your players and their activities across both sports betting and casino gaming. Providing accurate and complete data ensures you can leverage the full range of attributes described in this article, like demographic details, engagement behaviors across products, and predictive scores. 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 and identifying high-value players.
• Bets: Details of player sports betting activity.
• Bets Details: Granular data on individual sports bets.
• Games: Details of player casino gaming activity, including bets and wins.
• Game Types and Categories: Data on casino game names and categories (e.g., slots, table games).

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 across all your product offerings. 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 multi-product 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 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 across both sport and casino.

 

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.

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’ engagement and financial behaviors across both sport and casino, providing insights for targeting high-value players and optimizing cross-product campaigns. These attributes are categorized into Frequency Attributes, Monetary Attributes, and Recency Attributes, calculated over the following snapshot periods:

• Lifetime: A daily aggregated data.
• 2 Weeks: daily aggregated data calculated based on last two weeks data.
• 1 Month: daily aggregated data calculated based on last month’s data.
• 3 Months: daily aggregated data calculated based on last three months data.
• 1 Year: daily aggregated data calculated based on 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. This allows them to tailor personalized offers, reward programs, or exclusive services to improve customer retention and encourage more frequent deposits across their preferred products.

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 platform, enabling tailored retention and engagement strategies across products. 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. This enables the marketing and customer success teams to take proactive steps like offering personalized retention offers (e.g., a sports bonus or free casino spins), improving engagement strategies, or reactivating dormant customers before they fully churn.

 

Predictive Model Attributes

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

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’ gaming and betting preferences across both casino and sports, allowing for tailored cross-promotions based on their favorite games or sports. With the purchase history feature, you can combine the product attributes listed below with transactional attributes to effectively segment your users for multi-product engagement. For example:

• A company with both Sport and Casino offerings uses the Discipline attribute (e.g., 'Football') from Bets_Details and the Game Category attribute (e.g., 'Slots') from GAME_TYPES_AND_CATEGORIES. This allows them to identify players who primarily bet on football but also play slots. They can then cross-promote by offering football-themed slot games or sending a 'free spins' offer after a major football match to encourage engagement across both verticals.

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, across both sport and casino activities. These metrics help you evaluate how campaigns drive overall engagement, deposits, and revenue.

• Number of Activity Days: Counts days with player activity (e.g., deposits, sports bets, or casino game play), showing campaign impact on overall platform engagement.
• Number of Deposits: Tracks deposit frequency across the platform, indicating campaign success in encouraging financial commitment from players.
• Total Bet Amount (across Sport and Casino): Measures the total value of wagers placed by players on both sports and casino games, reflecting campaign influence on overall betting and gaming volume.
• Total Deposit Amount: Sums all deposits made by players into their accounts, reflecting campaign effectiveness in driving financial contributions.
• Total Net Revenue (across Sport and Casino): Calculates the total net revenue generated from players across both sports betting and casino gaming activities, highlighting overall campaign profitability.

Understanding Your Multi-Product Players: Grouping and Predicting Behavior (Segmentation Model)

To help you connect with your players across both sport and casino in the best way, we organize them into groups based on their actions—like how long since they last engaged with your site or app, how much they bet or play, 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 continue playing/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

We group your players based on where they are in their journey with your brand, using Lifecycle Stages (LCS). For each stage, we look at different behavioral details using Segmentation Layers to understand them better and tailor engagement strategies.

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 and bettors at each stage of their journey: 

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

These players have signed up but haven’t added money to their account yet. We group them by how long it’s been since they joined.

Segmentation Layer	Details
Time Since Registration	1 Day, Up to 1 Week, Up to 1 Month, 1 to 3 Months, More than 3 Months

Example: A player who registered a week ago but hasn’t deposited might receive a welcome offer for a small free bet on an upcoming sports event or a few free spins on a popular casino game to encourage their first deposit and engagement.

2. New Players: Just Started Depositing and Engaging

These are players who recently made their first deposit and started engaging with sports betting or casino games. We group them by their recent betting/gaming value, deposit activity, and time since first deposit/last activity.

Segmentation Layer	Details
Normalized 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	3 or More Deposits, 2 Deposits, 1 Deposit
Time Since First Deposit	1 Day, 2 to 7 Days, More than 7 Days
Time Since Last Activity	1 Day, 2 to 7 Days, More than 7 Days

Example: A new player who made one deposit 5 days ago and is in the bottom 50% for bet amount might receive a follow-up offer, like a deposit match for their second deposit, to encourage further engagement on either sport or casino.

3. Active Players: Regular Engagement

These are players who regularly log in and engage with your sports betting or casino products. We group them by their recent activity, deposit value, betting/gaming frequency, and overall betting/gaming value.

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
Normalized Bet Percentile Last 3 Months	Top 10 Percent Bet Amount, 10 to 50 Percent Bet Amount, Bottom 50 Percent Bet Amount

Example: An active player who engages 2-7 days per week and is in the top 10% for deposit amounts might receive exclusive VIP offers, such as cashback on sports bets or entry into a high-roller casino tournament, to maintain their loyalty and high level of activity.

4. Churned Players: Stopped Engaging

These are players who haven’t logged in or engaged with sport or casino in a while and might have left. We group them by how long since their last activity, their past deposit and betting/gaming value, and their lifecycle stage before churning.

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
Normalized Bet Percentile	Top 10 Percent Bet Amount, 10 to 50 Percent Bet Amount, Bottom 50 Percent Bet Amount
LCS Before Churn	New, Active, Reactivated

Example: A churned player who was previously 'Active' and in the top 50% for deposit amounts, but hasn't engaged for 2 months, might receive a "We Miss You" campaign with a significant bonus offer applicable to either sports or casino, based on their past product preference, to incentivize re-engagement.

5. Reactivated Players: Came Back After a Break

These are players who stopped engaging for a while but recently returned and started betting or playing again. We group them by their recent activity, deposit value, and betting/gaming value since returning.

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
Normalized 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

Example: A reactivated player who logged in 3 days ago, made a deposit, and placed a few sports bets might receive a "Welcome Back" offer for bonus loyalty points on their next casino play session to encourage cross-product engagement.

6. Dormant Players: Inactive for a Long Time

These are players who haven’t logged in or engaged in a very long time, whether they’ve deposited before or just signed up. We group them by their depositor status.

Segmentation Layer	Details
Dormant Type	Depositor, Non-Depositor

Example: A dormant player who had previously deposited might get an email with a special offer tailored to their last played game category or last bet sport, like "A $10 free bet on your favorite team is waiting!" or "50 Free Spins on us for the game you loved!"

*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 Multi - Sport and Casino Vertical

By grouping your players based on their cross-product behavior and predicting their future actions, you can create truly personalized experiences that make them feel valued across all your offerings. Whether it’s offering a sports bonus to a casino player showing interest in sports, rewarding a loyal multi-product customer with exclusive benefits, or winning back someone who hasn’t engaged for a while with an offer on their preferred product, these tools help you connect with your players in the right way, at the right time, and on the right product—all through your platform.

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