Six Little Used iGaming Customer Journeys
(plus a bonus one)

Following the success of my recent post around little-used Retail & eCommerce customer journeys (where we looked into the nooks and crannies to find where customers are falling through the gaps between welcome, cross-sell & retention), it felt worthwhile repeating for the fascinating world of iGaming.

The key difference of course between eCommerce & iGaming CRM, is that iGaming journeys must balance engagement with responsibility to a much greater degree, and the most powerful moments as a Customer come from showing you value the person and their wellbeing, not just their repeated engagements and lifetime value.

Without any further preamble then, let’s jump into the list then with:

1. The “Near-Miss Momentum” Journey

Capitalise on the high-engagement “near-miss” moment with a comms strategy that is both responsive and responsible.

The trigger is a near-win: 2nd place, or a narrow loss. Within seconds, send a personalised message acknowledging the excitement.

Critically, the message and any accompanying offer must be dynamically tailored using real-time loss data:

• For a minor/sustainable loss: Include a positive reinforcement and a one-click offer, such as “So close! Here are enhanced odds for the next race.”
• For a significant or cumulative loss: Pivot to responsible gaming messaging: “Unlucky! As a reminder, you’re in control of your play. Check your deposit limits here.”

This builds trust by demonstrating you value the customer’s well-being as much as their engagement.

2. The “Silent Winning Streak” Recognition

This initiative identifies customers enjoying a modest run of success, such as three or more winning settled bets over a day, to send a private message of congratulations. This makes the customer feel noticed and valued beyond just the high-rollers, aligning perfectly with a preference for discreet recognition.

The communication should feel like a natural nod to their success, paired with a low-pressure invitation. For example: “You’re on a great run this week – well played. Fancy taking your pick in the 3:30 at Cheltenham?”

This approach builds profound loyalty by celebrating consistent success in a personal, understated way.

3. The “Informed Pause” Journey

When a customer hasn’t engaged for 7-14 days, re-engage them by providing value, not just an offer. Instead of an aggressive “come back” message, send insightful content related to their interests, such as a preview of an upcoming tournament, expert analysis on a big race, or key team news.

This positions your brand as a knowledgeable insider and a trusted resource. When they are ready to return, they will remember the brand that respected their intelligence, making them more likely to come back to you over a competitor.

4. The “Social Occasion Enabler”

Leverage major sporting events like the World Cup, or Cheltenham Festival by positioning your brand at the centre of the social experience. Move beyond solo betting by creating “Watch Party” campaigns that provide everything needed for a great gathering.

This includes practical guides on setting up betting syndicates with friends but also extends to creating the full atmosphere. Think social betting etiquette, food and drink pairing suggestions, and even printable sweepstake kits.

This strategy actively counters the notion of betting as a solitary or secretive activity. By becoming the facilitator of these shared, memorable moments, you build powerful positive sentiment and loyalty, making your platform an essential part of the event itself.

5. The “Withdrawal Celebration” Journey

Reframe the withdrawal from a transactional event into a positive brand moment. When a customer withdraws a significant win, send a simple, genuine congratulations message, such as “Congratulations on your win! Enjoy the moment.”.

This avoids intrusive questions but sincerely communicates that you celebrate their success. This builds immense trust and goodwill, making them more likely to return and play with you when they are ready, as they feel you are a fair partner, not an adversary.

6. The “Proactive Care” Intervention

Use behavioural data (changes in pattern, velocity, or stake) to identify customers who may be showing early signs of gambling harm. Instead of waiting for a mandatory intervention, trigger a compassionate, non-invasive communication.

This message would express concern for their changed pattern and provide clear, one-click access to tools like temporary cooling-off periods, deposit limits, and unambiguous links to support services.

This counterintuitive approach of prioritising wellbeing over short-term revenue builds immense trust and loyalty, positioning the brand as a responsible and caring operator.

(BONUS) The “Pro Punter” Recognition

 For high-volume, engaged customers who demonstrate a consistent pattern of strategic betting, create an exclusive “Pro Punter” tier.

This program would recognise their skill and offer value that enhances their strategic approach, such as advanced market data, in-depth analysis tools, or invitations to content with trading experts. The goal is to appeal to their identity as informed players, fostering immense loyalty and increasing their lifetime value by making your platform indispensable to their process.

This initiative must be carefully managed to ensure it targets customers whose activity aligns with sustainable commercial liability.