Your cheapest FTD is the one you already paid for.
Acquisition gets the budget, the headcount and the weekly meeting. Retention gets whatever's left over and a monthly newsletter. Then everyone is surprised when the cohort is dead by day 45 and the CAC math stops working.
Four things we fix.
The uncomfortable arithmetic: a 10% improvement in day-30 redeposit rate is usually cheaper and faster than a 10% reduction in cost per FTD.
Players take the welcome bonus and vanish.
Because the welcome offer was designed to maximise signups, not to create a second session. We rebuild the first 14 days around one goal — a second deposit made for a reason other than a bonus.
Your reactivation campaign is one email, sent late.
By the time a player is obviously dormant, they've already found somewhere else. We build churn prediction on behavioural signals — session gaps, stake changes, game switching, deposit hesitation — and intervene while the player is still reachable.
VIPs get the same message as a €10 depositor.
In a business where a small fraction of players carries most of the NGR, generic segmentation is an expensive habit. We build value, preference and risk segmentation, then a VIP journey with real thresholds and a defined human touchpoint.
Bonus spend cannibalises the revenue it was meant to grow.
We model bonus economics against actual NGR contribution by segment, and cut the offers that only ever recruited abusers.
What you get.
Responsible-gambling triggers built into the segmentation, not bolted on afterwards.
Retention design and player protection are the same discipline done honestly.
The behavioural signals that predict churn — escalating stakes, session length spikes, deposit frequency changes — are the same signals that predict harm. We build both interventions into the same model. It protects the player, and it protects your licence.
Ask for a retention audit.
We'll map your current lifecycle, show you where cohorts die, and estimate what closing the biggest gap is worth.
Request the audit