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Performance Marketing
RoyalAce Casino was acquiring players at scale but hemorrhaging them just as fast — their 30-day retention sat at 18%, well below the 30%+ industry benchmark. The root cause was a one-size-fits-all CRM approach with generic blast emails and no lifecycle automation. We rebuilt their entire retention stack with behavioral segmentation, automated flows, and predictive churn models.
RoyalAce Casino was acquiring 8,000+ new players per month through aggressive paid campaigns — but only 18% were still active after 30 days. The industry benchmark was 30%+, meaning RoyalAce was losing over 1,000 potentially valuable players every month to churn. The CRM setup was primitive: a single weekly newsletter blast to the entire database, no behavioral segmentation, no automated lifecycle flows, and no churn prediction. Players who stopped depositing simply disappeared without any intervention. The estimated revenue impact of this retention gap was $400K+/month.
We rebuilt RoyalAce's entire retention infrastructure over 3 months. Phase 1 (month 1): we integrated their player database with a modern ESP, set up event tracking for 25+ behavioral triggers (deposit, game play, bonus use, last login, etc.), and built 12 dynamic player segments based on value, activity, and risk. Phase 2 (month 2): we designed and launched 18 automated email flows: welcome series (5 emails over 14 days), deposit reminder sequences, bonus expiry alerts, game recommendation emails based on play history, VIP escalation paths, and a 6-touch win-back sequence for lapsed players. Each flow used dynamic content that adapted to the player's segment and behavior. Phase 3 (month 3): we implemented a churn prediction model that scored every player daily — flagging at-risk players 5 days before predicted churn and triggering automated retention offers (free spins, cashback, personal outreach for VIPs). Results: 30-day retention improved from 18% to 34%, email open rates hit 38% (vs. 12% previously), the reactivation rate doubled, player LTV increased 65%, and churn rate dropped 42%.