Henk Wolff
Independent iGaming consultant · CRM, retention and market entry
I have spent my career inside operator marketing teams rather than around them. I have built, bought, repaired and sold online casinos, so every number on this site comes from work I have actually done, not a report about it. Today I work with 45+ operators, with a team of specialists behind me rather than an agency, and no vendor commission in front of me. Each of them owns their discipline. I own the strategy, and nothing goes live without my approval.
All my advice comes from real life experience, not from some AI masterclass. My work is out there. Millions of players have seen my email campaigns, pop-ups, push notifications, ads, texts and tournament promotions.
This site is written and maintained by me. Where a page carries a number, it comes from an engagement I ran and can defend.
LinkedIn henk.wolff@igamingconsultant.eu Wolff Capital Holding EOOD, Burgas
- 45+
- operators currently guided
- 3
- CRM platforms built inside
- 15k+
- followers on LinkedIn
- 18+
- licensed operators only, always
What I know, specifically
- iGaming CRM
- Player retention
- Lifecycle marketing
- Bonus and LTV optimisation
- Market entry
- Licence selection
- CRM platform selection
- Deliverability
- Conversion optimisation
- Bonus alignment with player behaviour
- Player acquisition
- Casino branding
- Onboarding and first deposit
- Promotion calendars
- Affiliate programmes
- Sweepstakes casinos
Track record
Independent consultant, 45+ operators
CRM, retention and market entry work, direct with operator marketing teams.
Operator-side CRM leadership
In-house lifecycle and retention ownership across casino and sportsbook brands.
Writing and speaking
Insights and blog notes on this site, conference stages, panels and podcasts.
iGaming CRM and lifecycle marketing
Onboarding, reactivation, winback and VIP journeys, built inside the CRM platform rather than specified for someone else.
Player retention, bonus and LTV optimisation
Segment-level bonus caps and retention journeys, measured against a holdout rather than a feeling.
Bonus alignment with player behaviour
Offers designed against how each segment actually plays, not against a promotions template.
Conversion optimisation, onboarding and first deposit
Registration to first deposit to second deposit, tested on the pages and flows that carry the money.
Player acquisition and affiliate programmes
Paid, affiliate, organic and external database channels, tuned on cost per depositor and payback, and affiliates onboarded properly.
Casino branding and promotion calendars
Positioning and creative for new launches and repositioned brands, with a promotion calendar built around what the game providers are offering.
Market entry and licence selection
Sequencing markets and choosing the licence route for a launch or an expansion.
CRM platform selection and deliverability
Choosing the platform, building inside it, and keeping email, SMS and push landing in the inbox.
Sweepstakes casinos
Launch and retention work for sweepstakes brands alongside licensed real-money operators.
Where you can check this independently
Google's raters are told to trust independent sources over what a site says about itself. So here is the off-site record, linked out wherever a live page exists.
Speaking
4 appearances listed- iGB Live, opened the B2B Trends trackExCeL London
- SBC Summit, market entry sequencingLisbon
- ICE Studio panel, retention economics in regulated marketsiGaming Business
- AffPapa Conference, affiliate onboardingMadrid
Trade press
- iGB@ICE 2026: can iGaming survive taxes and regulatory pressure?iGaming Business
- Henk Wolff to exhibit at AffPapa Conference Madrid 2026AffPapa
Podcasts
- The Daily Spin, iGaming insights with Henk Wolff Apple Podcasts
- The Huddle, guest on why multi-market launches break operators Gambling Insider
15k+ followers, posting on operator CRM and retention. Same name, same title, same photo as this page. Open the profile »
Results I can put numbers against
Operators are unnamed where an NDA is in place. The figures are the audited numbers from each engagement, not estimates.
-30%
90-day churn, tier two casino
Six triggered journeys replaced a weekly broadcast, measured against a 10% holdout.
+32%
First to second deposit
Same engagement, driven by owning day two rather than day eleven.
-25%
Bonus cost per retained player
Segment-level bonus caps, with active players held flat.
How this site is written
Every page is written by me, from work I have done. I use AI tools for drafting and editing, the same way I use a spellchecker, and I check every claim and number before it goes live.
If a page is wrong, tell me and I will change it. Corrections are dated at the foot of the page.
Who I do not work with
- Anything aimed at under-18s, or at self-excluded players
- Vendors who want a reseller
No account manager sits between you and the work. The address below reaches me, and so does the form under it.
henk.wolff@igamingconsultant.eu Wolff Capital Holding EOOD, Burgas, Bulgaria UIC 208898061
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