The challenge
What needed to change
The same onboarding messages were being sent to players with different engagement patterns. VIPs, new users and players at risk of leaving needed more relevant experiences and timing.
The approach
How this result was achieved
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Rebuild the first-week journey
Mapped the key moments after registration and placed helpful messages where new players needed product guidance.
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Segment by behaviour
Introduced different sequences for VIP players and those showing early signs of disengagement, adjusting message timing and content.
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Use incentives selectively
Reduced reliance on broad bonus offers in favour of more relevant communication and targeted incentives.
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Balance retention and cost
Kept bonus expenditure and net revenue in view instead of treating engagement growth as the only measure of success.
The reported outcome
The seven-day cohort figure is reported to have increased from 6% to 15% over one week, a nine-percentage-point change. Lower bonus spending and better net revenue were programme goals, but their amounts are not publicly documented.