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.
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.
| Attribute Name | Description | Source Table |
|---|---|---|
| Player ID | A unique identifier for each player. | Customers |
| 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 |
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.
| 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.
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.
| 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 |
| 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 |
| 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.
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.
| 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 |
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.
| 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 |
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.
| 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 |
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.
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.
| Segmentation Layer | Details |
|---|---|
| Time Since Registration | 1 Day, 2 to 7 Days, Over 7 Days |
| Time Since Last Activity | More than 7 Days, 2 to 7 Days, 1 Day, No Activity |
| Activity Days | More than 7 Days, 2 to 7 Days, 1 Day, No Activity |
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.
| Segmentation Layer | Details |
|---|---|
| Time Since Registration | Up to 1 Month, 1 to 3 Months, 3 to 6 Months, 6 to 12 Months, Over a Year |
| Time Since Last Activity | 1 Day, 2 to 7 Days, More than 7 Days |
| Frequency Last 3 Months | 1 to 2 Days, 2 to 7 Days, Over 7 Days |
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.
| Segmentation Layer | Details |
|---|---|
| Time Since Registration | Up to 1 Month, 1 to 3 Months, 3 to 6 Months, 6 to 12 Months, Over a Year |
| Time Since Last Activity | Up to 1 Month, 1 to 3 Months, 3 to 6 Months, 6 to 12 Months, Over a Year, No Activity |
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.
| Segmentation Layer | Details |
|---|---|
| SC Bet Percentile | Top 10 Percent SC Bet Amount, 10 to 50 Percent SC Bet Amount, Bottom 50 Percent SC Bet Amount |
| Time Since First Purchase | 1 Day, 2 to 7 Days, More than 7 Days |
| Time Since Last Activity | 1 Day, 2 to 7 Days, More than 7 Days |
| Purchase Activity | 3 or More Purchases, 2 Purchases, 1 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.
| Segmentation Layer | Details |
|---|---|
| Time Since Last Activity | 1 Day, 2 to 7 Days, 8 to 14 Days, More than 14 Days |
| Purchase Percentile Last 3 Months | Top 10 Percent Total Purchase Amount, 10 to 50 Percent Total Purchase Amount, Bottom 50 Percent Total Purchase Amount |
| Frequency Categorical Last 3 Months | 1 to 2 Days, 2 to 7 Days, Over 7 Days |
| SC Bet Percentile Last 3 Months | Top 10 Percent SC Bet Amount, 10 to 50 Percent SC Bet Amount, Bottom 50 Percent SC Bet Amount |
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.
| Segmentation Layer | Details |
|---|---|
| Time Since Last Activity | Up to 1 Month, 1 to 3 Months, 3 to 6 Months, More than 6 Months |
| Purchase Percentile | Top 10 Percent Total Purchase Amount, 10 to 50 Percent Total Purchase Amount, Bottom 50 Percent Total Purchase Amount |
| SC Bet Percentile | Top 10 Percent SC Bet Amount, 10 to 50 Percent SC Bet Amount, Bottom 50 Percent SC Bet Amount |
| LCS Before Churn | New, Active, Reactivated |
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.
| Segmentation Layer | Details |
|---|---|
| Time Since Last Activity | 1 Day, 2 to 7 Days, More than 7 Days |
| Purchase Percentile By LCS | Top 10 Percent Total Purchase Amount, 10 to 50 Percent Total Purchase Amount, Bottom 50 Percent Total Purchase Amount |
| SC Bet Percentile Last 2 Weeks | Top 10 Percent SC Bet Amount, 10 to 50 Percent SC Bet Amount, Bottom 50 Percent SC Bet Amount |
| Purchase Activity Last 2 Weeks | 2 or More Purchases , 1 Purchase , No Recent Purchases |
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.
| Segmentation Layer | Details |
|---|---|
| Dormant Activity Layer | Up to 2 Years, More than 2 Years |
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.
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.