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The Secrets of Extendy’s Retention Department: How Players are Retained and How a Casino Makes Money

Published

5 months ago

February 25, 2025

George Miller

Reading Time: 9 minutes

A casino’s retention department is a big player in an online casino’s operations.

Did you know…

Attracting a new player is far more costly than retaining one, and players who leave after placing their first deposit actually cause a casino to incur losses – with the cost of bringing them back being significantly higher than the FTD amount. This is why retaining players on a casino platform is a casino’s most important task. In fact, increasing customer retention by just 5% can lead to a 25% increase in profits.

Retention extends far beyond attracting and keeping players on one’s platform. It involves a fully-fledged, well-planned and well-executed strategy for turning ordinary users and First-Time Depositors (FTDs) into VIP clients who can bring in hundreds of thousands of dollars every month, as well as tactics of constant upsells.

In this article, Extendy’s Head of CRM dives deep into the retention department’s work. From how an ordinary player climbs the ranks from an FTD to a regular client and higher still, to the tools used each day by a retention department, and to why Free Spins don’t always cut it in traffic reactivation.

How and when does the retention process begin?

Traffic brought in by affiliates goes straight to the retention department as soon as a new player registers to the casino. It’s almost like a sorting center: at this stage, players are segmented and divided according to Tiers in order to set up targeted retention chains.

This data is the foundation in primary player segmentation, and allows casinos to create Welcome Packages for new players.

What is a Welcome Package and how does it work?

After a player registers and places their first deposit, they receive a bonus. The size of the bonus depends on the chain followed by the player.

For example: A new user makes a deposit, receives a Free Spin bonus, but ends up losing the entire amount. At this point, the “balance utilization” trigger is triggered – the player immediately receives a bonus offer for the next deposit. Each bonus comes with a wagering requirement that the user must use in order to withdraw the gifted amount.

The content now changes dynamically: after the bonus has been used, the player receives a subsequent, similar offer, several times. If the player does not respond though, the retention department will try to bring him back to the casino by giving him other, more generous, or more gamified offers. This way, the user is led smoothly along the welcome package funnel. Seeing the new player completing their welcome package as their first gaming session is the casino’s main aim.

The content of the welcome package depends on the partner, GEO, Tier level and traffic source. During a player’s first three deposits, the retention department would actually be analyzing the player’s likelihood of becoming a VIP client.

How does the Retention Department Work with Players:

Once the Welcome Package – with its basic bonuses – has been used up, the player is assessed through his deposit history and over 30 other metrics. The retention department then forms forecasts and hypotheses based on all these factors. The user is then placed in a segment and is given a new retention chain. Segments can sometimes be combined within the same campaign: similar users can be treated using the same approaches and offered identical offers.

Metrics Used to Segment Players

Two main metrics are used:

Payments. This is the player’s average monthly deposit amount. For example, John bet €200 in December, €100 in January and €300 in February. Therefore, his payment segment is €200.
Player activity. This is how often a player visits the platform. Each player segment comes with activity tags, such as:

When retention campaigns are planned, player segments and their activity are taken into account. For instance, it is a normal behaviour pattern for a low-segment player to be absent on a casino site for 10 days, and platform resources will not be used for these users. However, if a VIP player does not visit the site for three days, a retention department will take prompt measures to invite him to return so as not to run the risk of losing a high-paying client.

The 5 Main Tools of a Retention Team

The CRM department determines communication channels with players depending on the payment and activity metrics, and communicate with the player using these five options:

Push notifications;
Pop-Up;
E-mail;
SMS;
Calls.

Their effectiveness is analyzed based on technical and marketing indicators.

Marketing	Technical
Click Rate	Open Rate
Conversion Rate	Delivery Rate

Pop-Ups are one of the most effective communication channels. A pop-up appears while the player is still on the site. It’s a great tool for retaining users but it cannot reactivate them.

The effectiveness of emails and SMS depends on the GEO. For instance, the open rate of emails is high (40-50%) in Tier-1 countries, but low (only 10-20%) in Tier-3 countries. This is because PCs are used less often in Tier-3 countries, and sorting through emails from phones is considered inconvenient. Therefore, SMSs are the perfect channel for Tier-3 countries. Fortunately too, sending SMS messages in Tier-3 countries, unlike in Tier-1 countries, is very cheap.

When and Why are Players called?

Calls are used selectively in situations where only personal contact can bring a player back or increase their LTV. Therefore, a call center’s priority are VIP players, high rollers, dormant users and players with a high chance of churn. Calls can have different goals:

To reactivate: if the player has stopped making deposits and has become dormant;
To upsell: to offer an exclusive bonus or VIP program;
To onboard a new high-potential player to the platform;
To help with a problem if there are difficulties with payments or verification.

How calls work: The CRM department decides which players need to be called depending on their player behavior — frequency of casino visits, number and amount of deposits. The call will usually follow a script but depending on the player’s segment, the conversation will be conducted with flexibility. For example, a casino might want to establish a connection with a high roller by focusing on emotions and player status, saying something like: “We are holding an elite tournament among our top players. We’d love to see you among the participants!”

A Retention Chain involving a Call Center might look something like this:

The number of attempts to contact the user also depends on the player’s payment segment: an ordinary user would be contacted once or twice, but a VIP player will be contacted up to 5 times. If a player is clearly not interested, he will be removed from the database so as not to be bothered.

As online casinos operate in markets of different countries, call centers are multilingual and work with users from all target GEOs.

The Price of Tools, and Tracking Indicators

The following image compares the cost of different communication channels:

Each communication within one channel (Push/SMS/Email/ Calls) is assigned a UTM (Urchin Tracking Module) tag which allows you to see the promotions that produced results. The CRM department evaluates the costs of each campaign and its results through the number of clicks, and the amount and number of deposits. If the campaign turns out to be expensive and does not produce results, the retention department will change its strategy.

Player upsell

Retention is also focused on increasing casino revenue from each player, and trying to turn regular users into VIPs. Only taking action and trying to reactivate a player after he or she has already left the casino only results in a massive profit loss.

In a previous article, which you can read here, Extendy discussed VIP players at some length explaining how and why VIP players generate 45% of online casino GGR, and make up only 20% of the total number of players.

Extendy’s retention department creates a special promotional plan for active players taking into account factors like GEOs, and specific events like local holidays and paydays.

How it works. Let’s say a certain segment in a certain GEO has an average deposit amount of €40. As part of a promotional campaign to celebrate a local holiday, the player will receive a push notification along the lines of: “Today only, get 100% of your deposit when depositing €50 or more.”

The only players who are not upsold are the inactive ones. Rather, the approach to take when attempting to bring inactive players back to the site is to first, offer plenty of bonuses for a small deposit amount. When the player gets a taste for it and returns to the platform, he’ll be placed into a segment, and then, can be upsold.

Gamification: a Bonus Level for Advanced Players

An underrated tool in retaining and engaging online casino players is gamification. At Extendy, we implement gamification through a separate gamification module with a variety of mechanics:

A specific bonus when picking from a set of three different slots;

A scratch card where you need to uncover matches at certain intervals during gameplay;

A shop where a player can buy Free Spins or receive bonus money on their balance;

Lotteries and tournaments;

Cashback and Rakeback: the user receives a percentage of the total balance amount and can withdraw it once a week. The cashback percentage is dynamic and depends on the active player. The rakeback percentage however, is always fixed;

Dynamic Prize Egg: The player places bets and fills the scale to “crack open” the egg and receive a prize.

How it works. The player can be offered 100% of the deposit, or given a Free Spin on the Wheel of Fortune where a similar bonus will be won. If the player opts for the Wheel of Fortune the conversion rate will be higher than that of a regular bonus.

Gamification also allows for smooth onboarding on the platform. With new players, this involves a list of onboarding missions, such as completing the steps of verifying their email or phone number, making a deposit, or placing their first bet. Thanks to the game mechanics, the user would get a hang of the product and becomes motivated to play more often and place higher deposits, bringing profit to the casino.

Behavioural Analytics in Retention: How Data Drives Player Retention

The casino retention department doesn’t just hand out bonuses — it works with statistics. Deep player behaviour analysis allows casinos to not only retain players, but to also predict churn, select personalized offers, and increase LTV.

Predictive Analytics: Who’s going to leave the site?

All players leave a digital trace: through the frequency of their deposits, their choice of games, bet size, time between sessions… If a VIP player usually makes a deposit every two days, but is late one time, the system will send a trigger offer. However, if a low-tier player doesn’t log in for 10 days, he’ll likely be left alone.

Example. A player regularly places deposits of $100 every two days, but suddenly misses a payment. This is the first alarm signal. Three days later, the system sends him a push with a deposit bonus, and five days later, a personalised increased cashback offer by email. If there is still no reaction from the player, he is transferred to the risk segment and alternative scenarios are tested: SMS, VIP offers or exclusive bonuses.

Activity Heatmap: When Players Are Most Engaged

Let’s say that in some GEOs the peak of activity is on Friday evenings and Saturdays. Knowing this, the retention department will attempt to spark interest in advance by sending out push notifications with exclusive offers, activating special tournaments or launching personal quests.

Example. Analysis showed that most players in a certain GEO visit the casino on Fridays from 20:00 to 23:00. To increase the average amount spent on the site, three hours before the peak, players are sent a push notification along the lines: “Just for today we’re giving 100% back on your deposit.”

Triggers and Automated Scenarios

Retention campaigns are launched after careful planning, and each campaign is tied to specific behavioral metrics.

Example. If a player loses $50, instead of receiving a standard bonus, he’ll receive an offer to choose from a 50% deposit bonus, or 100 Free Spins on their favorite slot. This motivates the player to make a repeat deposit as his chances of winning back money are higher.

A/B Testing of Offers: Which Offers Work Best?

A 100% bonus on a deposit? 300 Free Spins? A Wheel of Fortune with prizes? The retention department tests different scenarios on different user segments to test which option would give the best conversions.

Example. A casino wants to understand what would work better for an audience in Tier-1 countries: a 10% cashback, or a 50% deposit bonus. Players are randomly divided into two groups, each receiving its own offer. After two weeks, the data is analyzed: which group made more deposits, which had a higher LTV. The best offer is scaled to the entire segment.

Conclusion

Retention in online casinos is not just a set of bonuses and standard tools, but a fully-fledged ecosystem. Retention will allow casinos to:

Increase reg2dep conversion;
Onboard new players with a welcome offer and gamification mechanics;
Increase the average amount spent by players, conduct upsells and transfer players to VIP status;
Notice and reactivate “dropped out” users and players at risk;
Collect and analyze data for marketing campaigns in different GEOs.

A retention department worth its salt is able to extract the maximum from its existing player base resulting in generating the maximum revenue for the online casino and directly impacting GGR.

The post The Secrets of Extendy’s Retention Department: How Players are Retained and How a Casino Makes Money appeared first on European Gaming Industry News.

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Week 29/2025 slot games releases

Published

6 hours ago

July 18, 2025

George Miller

Reading Time: 4 minutes

Here are this weeks latest slots releases compiled by European Gaming

Spinomenal has rolled out the latest addition to its iconic Demi Gods Series: Demi Gods VI Hold & Hit. In this new release, players are transported to a mystical realm surrounded by ominous mountains and swirling mists. The adventure unfolds within a 5×3 reel frame, where electric anticipation crackles around each spin. Atlas, Selene, Helios, and Hera are once again the main protagonists on a mission through ancient Greece in the hunt for glory.

Million Games is thrilled to announce the launch of Fortune Fairies, an enchanting new video slot that takes players into a mystical forest filled with magic, rewards, and a jackpot. This 5×3, high volatility slot invites players into a world, where ethereal fairies, shimmering orbs, and hidden treasures await. Designed for players who love immersive storytelling and rewarding gameplay, Fortune Fairies features two captivating bonus rounds.

GAMOMAT, one of the leading independent German software developers for slot games, has released Roman Legion Flaming Link, the latest addition to join the line-up of its hugely successful Flaming Link series. This imperious 5×3 slot marches players straight to the heart of the Roman Empire, where legionnaires must vie for victory.

PG Soft has unveiled its fantasy-fueled video slot, Dragon’s Treasure Quest. The game is presented within a 5-reel, 3-row frame and features expanding reels and multipliers. Players must track down hidden treasures while navigating through legendary lore to find Wilds and Scatters, represented by a dragon eye and treasure chest respectively.

BC.GAME is adding a dark twist to its slot lineup with the launch of Symbiote, a high-volatility crypto slot developed by Croco Gaming. Inspire by the cult comic Venom, the game invites players into a battle for control — where fusing with an alien parasite brings incredible power, but always at a cost. Symbiote draws heavy visual influence from comic book aesthetics, particularly from the Venom universe.

Get ready to don your sombrero and put your piñata smashing arm to the test in Piñateros – the brand-new Premium release from popular software provider, Swintt, where collecting six or more flaming chilis can unlock fiery rewards or one of four red-hot local jackpots. Boasting a colourful collection of symbols that serves up sugar, spice and all things nice, this exciting 5×3 reel, 50-payline slot includes fresh fruits, thirst-quenching beverages and Mexican musical instruments among its unique icons, with expanding wilds helping to create further wins.

Saddle up, slot fans! TaDa Gaming’s latest release, Bounty Frenzy, is here to ignite the reels with wild west energy, gold-studded features and nonstop action. Packed with cascading wins, dynamic multipliers and transforming Gold Frame Wilds, this medium-volatility slot delivers thrilling gameplay with a 5000x max win potential.

The chaos-loving Joker returns in Cashin’ Joker, a vibrant 3-reel slot from Play’n GO that doesn’t play by the rules. As numbers tumble onto the reels and transform into powerful multipliers, players are thrust into a fast-paced experience full of surprises and dramatic shifts in momentum. Every time the Joker symbol appears, the game shifts into another gear.

Red Rake Gaming has released Super 60 Stars, the latest addition to its acclaimed Super series, now available to all partner operators. This new release retains the fast-paced gameplay and wide variety of features that have made the series one of the most popular in the iGaming industry, while also introducing an exclusive new addition that adds even more excitement to the game. The new feature in Super 60 Stars is the “Super 60 Stars” symbol, which can appear anywhere on the reels and trigger the brand-new “Super 60 Gold X” minigame.

The post Week 29/2025 slot games releases appeared first on European Gaming Industry News.

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Legends Charity Game in Lisbon to raise millions for charity

Published

7 hours ago

July 18, 2025

George Miller

Reading Time: 3 minutes

International stars of the football world are coming together in Lisbon this September for the Legends Charity Game in order to raise funds for communities suffering from the effects of war and local tensions around the world.

Timed to coincide with the SBC Summit in Lisbon, the Legends Charity Game on Monday 15 September is a highly anticipated match between Portugal Legends vs. World Legends, featuring some of the biggest names in the history of football. The Legends will compete in front of 60,000 Fans, and in front of millions of people that will watch the game online / on TV.

With strong support from the Portuguese Football Federation (FPF), the match will see Portuguese legends playing against footballing royalty from the Rest of the World in an event that aims to raise over €1,000,000 for selected charities in the support of communities and families experiencing extreme hardship.

Luis Figo, who won trophies across Europe as well as the Ballon d’Or in 2000, will be captaining the Portugal Legends side. He comments: “It’s always a pleasure to come back to my country and play football, especially when wearing the national team colours! Hope to see a full stadium in my hometown Lisbon for this amazing Legends Charity Game and raise funds for important charity causes.”

Joining Figo from the triumphant Euro 2016 winning squad are Ricardo Quaresma, Eliseu and Ricardo Carvalho. Champions League winners Fábio Coentrão, Maniche, Hugo Almeida, Vitor Baia, José Bosingwa and Deco will also play on the night as well as other famous Portuguese legends include Beto, Jorge Andrade, Dani, Tiago Mendes, Hélder Postiga, Nuno Gomes and Simão. They will be managed by another Champions League winner – Costinha.

They will be facing stiff competition from the World Legends squad that includes legends such as: Peter Schmeichel (Denmark), Cafu (Brazil), Javier Zanetti (Argentina), Diego Lugano (Uruguay), Leonardo Bonucci (Italy), Gaizka Mendieta (Spain), Youri Djorkaeff (France), Christian Karambeu (France), Marek Hamsik (Slovakia), Giorgos Karagounis (Greece), Krassimir Balakov (Bulgaria), Gheorghe Hagi (Romania), Edwin van der Sar (Netherlands) Henrik Larsson (Sweden), Shota Arveladze (Georgia), Javier Saviola (Argentina), and Ronaldinho (Brazil).

The match will be played in front of 60,000 fans at either Estádio da Luz (Benfica Stadium) or José Alvalade Stadium (Sporting Lisbon Stadium), which will be part of a big and exciting reveal in August when the Champions League schedule is released.

The Legends Charity Game aims to raise over €1,000,000 for a number of good causes based both abroad and in Portugal as the Football Family aims to give back to the families of the world. Funds will be raised for both international and national charities who help families and communities in need.

One of the international organisations that The Legends Charity Game will be raising funds for is the Ukrainian Red Cross Society (URCS). Every day, the Ukrainian Red Cross teams provide evacuation support, psychosocial and first aid, provide essential humanitarian relief, support temporary shelters, help with housing restoration, and spread awareness about unexploded ordnance risks. Ukrainian Red Cross volunteers and staff work in all regions of the country to support those who need it most.

Maksym Dotsenko, Director General of the Ukrainian Red Cross, comments: “The war in Ukraine continues, and unfortunately, millions of people still need support every day. We have no right to stop. Initiatives like the Legends Charity Game are not just about the funds raised. They are about compassion, and the understanding that the world stands by us. They are about solidarity that transforms into real help for those going through the toughest times. We are grateful to everyone who takes part.”

The Lisbon-based Cáritas Portuguesa, which offers critical support to marginalised communities fighting issues such as poverty and inadequate emergency relief, is also a charitable partner for the Legends Charity Game.

SBC Founder & CEO Rasmus Sojmark explains: “We are taking our charitable endeavours up a notch this year with the spectacular football match in order to raise a lot of money for some very worthy causes. By tying the match in with the SBC Summit in Lisbon the same week, we have found a way for the communities around football and business to help other communities that are facing unimaginable hardships.”

Tickets are available to purchase via the official website www.legendscharitygame.com. See Tickets will handle ticket management of the event.

Sponsorships and Hospitality are still available in support of the event and the charities. Some of the sponsors already confirmed include iGP, Soft2Bet, Sportingtech, Vegas Legends, Spribe, SmartSoft and Alea.

Sport Global Charitable Foundation is a restricted fund under the auspices of Prism the Gift Fund (UK registered charity with charity number 1099682). All of the profits from the Legends Charity Game will support the Sport Global Charitable Foundation’s beneficiary charities across a range of causes including the Ukrainian Red Cross Society and Caritas Portugal.

The post Legends Charity Game in Lisbon to raise millions for charity appeared first on European Gaming Industry News.

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International Chess Day: How India’s ancient game is evolving into a rising force in esports

Published

7 hours ago

July 18, 2025

George Miller

Reading Time: 4 minutes

Few games can boast a history as rich and enduring as chess. Originating in ancient India as Chaturanga, chess has evolved over centuries into one of the world’s most popular and celebrated sports. For a game with roots tracing back nearly 1500 years, it is rare to find renewed relevance in the digital era, but chess has done exactly that. Today, it thrives not only as a timeless sport of intellect and strategy but also as a modern source of entertainment, with millions of active players, vibrant communities, and massive global viewership.

This transformation has been driven by the meteoric rise of online chess, especially during the 2020 lockdown, which acted as an unexpected catalyst. The global success of the Netflix series The Queen’s Gambit, combined with the rapid growth of chess streamers across platforms like Chess.com, Twitch, and YouTube, propelled the game into mainstream pop culture.

Tournament series like PogChamps, launched by Chess.com in 2020, introduced chess to millions by featuring popular streamers and celebrities, each mentored by elite Grandmasters. Adding to this momentum were leading streaming personalities like Levy Rozman, known as GothamChess, and the Botez sisters, Alexandra and Andrea, who have built massive followings on both Twitch and YouTube. The accessible, educational, and entertaining style of these streamers has made chess more engaging and relatable to younger audiences than ever before.

Since then, online chess has seen explosive growth. In 2024 alone, Chess.com recorded over 7.6 billion games played. The platform has surpassed 200 million registered users globally, with India contributing over 9 million monthly active players and adding an average of 550,000 new signups each month. Beyond gameplay, viewership numbers have soared, with chess amassing 925 million organic views this year, reflecting an incredible 640 percent year-on-year growth. With its easy-to-play format and accessibility anytime, anywhere, chess has cemented itself as a universal sport for the digital generation.

This digital success naturally extended into the competitive esports world. The chess esports revolution accelerated in 2020 when world-renowned Grandmasters such as Qiyu Zhou, Hikaru Nakamura, and Andrew Tang joined established esports organizations like Counter Logic Gaming, Team SoloMid (TSM), and Cloud9 respectively, blending the traditions of chess with the excitement of competitive gaming.

The momentum continued when the International Chess Federation (FIDE) and Chess.com included chess in the inaugural Olympic Esports Week in 2023 in Singapore. This evolution reached a landmark moment with chess officially becoming part of the prestigious Esports World Cup (EWC) 2025 in Riyadh, with Norwegian legend Magnus Carlsen serving as the tournament’s ambassador. Organized in partnership with Chess.com, this year’s EWC features a prize pool of $1.5 million (approximately INR 12.8 crore), bringing together the world’s top chess players to compete in the fast-paced 10+0 rapid format, while representing leading esports organizations from across the globe.

Indian chess is making its presence felt on this grand stage. Grandmaster Arjun Erigaisi, signed with global esports organization Gen.G, has already secured his place at EWC 2025 through the Champions Chess Tour. The final four spots will be decided through the Last Chance Qualifier from July 24 to 26, where top Indian players, including Grandmasters Nihal Sarin and Aravindh Chithambaram, will compete.

Both Nihal and Aravindh have joined S8UL, a global powerhouse in esports and gaming content to compete at EWC 2025. S8UL is the only Indian organization selected among the 40 elite global teams in the Esports World Cup Foundation’s (EWCF) Club Partner Program. The organisation has earned its place to compete among the world’s best in Apex Legends and EAFC, and will also be fighting for qualification in Tekken 8 through the Last Chance Qualifier, further expanding its presence across multiple esports titles.

“It’s incredible to watch chess evolve from a quiet, traditional sport into a bold, global movement. Being part of S8UL has introduced me to the world of esports and content creation, opening up new ways to connect with people. Today, chess isn’t just about strategy, it’s about storytelling, culture and community. I’m proud to be part of this exciting shift, as the game steps into a whole new era,” shares Nihal Sarin.

The chess esports revolution in India is also being championed by NODWIN Gaming, a leader in South Asia’s esports and gaming ecosystem. The company recently announced a strategic partnership with Chess.com and ChessBase India aimed at building the future of chess esports in the country. This collaboration has already delivered remarkable success, most notably with the exclusive streaming of the recent World Chess Championship, where India’s Gukesh Dommaraju defeated Ding Liren to become the World Chess Champion. The event garnered over 24 million views, with peak concurrent viewership reaching 200,000.

Akshat Rathee, Co-founder and Managing Director of NODWIN Gaming, says, “The rise of online chess shows how even the most traditional games can reinvent themselves in a digital-first world. Chess has always stood for intellect and discipline, but with streaming, new formats, and structured esports competitions, it’s now more accessible and entertaining than ever, especially for younger audiences.”

Over the years, NODWIN Gaming has consistently driven the mainstream growth of chess through innovative initiatives. The Chess Super League in 2021 brought together a unique mix of top international Grandmasters, leading Indian Grandmasters, International Masters, and promising junior players, offering fans a fresh, competitive, and entertaining viewing experience. Chess has also featured prominently at DreamHack Hyderabad, India’s largest gaming festival, further reinforcing its place within the broader gaming and esports ecosystem.

“At NODWIN, we’ve always focused on youth entertainment across gaming, esports, and digital culture. Chess fits right into that vision. We’re excited to keep reimagining how the game is experienced and to help it grow as a meaningful part of the broader digital entertainment ecosystem,” adds Akshat Rathee.

On the occasion of International Chess Day, it serves as a fitting reminder that chess has always been more than just a game in India. Its digital evolution has unlocked exciting new avenues for competition, community building, and content creation. The board may remain the same, but the game continues to evolve, inspiring new generations of players and fans in the digital era.

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