iGaming CRM & Player Value Consultancy

Most operators leave serious revenue on the table after acquisition.

I work directly with teams to find and fix what's costing you money.

20+ years running CRM and monetisation inside sportsbook, casino and social gaming operators.

I'll identify 2–3 specific opportunities based on your current setup. No pitch. No deck. Just a practical conversation.

Get in Touch → See the Results
Post-acquisition value drivers
Where player value is actually created
Onboarding & Early Behaviour
Segmentation, decision-based journeys, early value signals
Retention & Engagement
CRM cadence, LiveOps, behavioural triggers
Cross-sell & Monetisation
Product migration, promo mechanics, VIP logic
Lifecycle Segmentation
Player value tiers, behaviour-based targeting
Campaign Strategy
Calendar planning, triggered journeys, A/B testing
Loyalty & Gamification
Engagement mechanics that drive real behaviour
Reactivation
Lapsed payer strategy, win-back journeys
Most operators focus on acquisition. We focus on everything that happens next.
The gap most operators have

Where Most CRM Setups Are Losing Money

Most CRM teams are running campaigns, building journeys and hitting send. But without the right objectives, measurement or targeting, a lot of that activity does not move the numbers that matter.

Lifecycle journeys with no clear objectives
Journeys exist but there is no defined outcome tied to player behaviour or revenue at each stage.
Campaigns sent on schedule, not triggered by behaviour
Players get messages because it is Tuesday, not because they did something worth responding to.
Personalisation that stops at first name
No segmentation by value, behaviour or intent. Everyone gets the same message.
Over-reliance on two or three channels
Email, SMS and push carry everything, with no consideration of fatigue, preference or mix.
No real measurement framework
No holdout groups. No A/B testing. No way to know what CRM is actually contributing to NGR.
Loyalty programmes that cost margin and train the wrong behaviour
Rewarding activity without differentiating by value subsidises players who would have spent anyway.
Segmentation based on registration data, not live signals
Broad, static cohorts that do not reflect what players are actually doing right now.
CRM teams are busy, but not always effective
Lots of activity, unclear impact. Campaign volume is not the same as commercial performance.
Selected results

From previous operator-side roles and projects.

From operator-side roles and hands-on delivery. Measured impact on retention, behaviour and player value.

+150%
ARPU uplift
Delivered within a UKGC-licensed operator through micro-segmented CRM and targeted offer logic. Achieved within one quarter by restructuring lifecycle journeys and introducing behaviour-based incentives.
+500%
Cross-sell NGR
Delivered within a lottery betting operator, driving cross-sell into casino and instant games through event-driven triggers, onsite messaging and focused incremental value.
+25%
NGR — opted-in players
Achieved within a UKGC-licensed operator through CRM and VIP segmentation focused on high-value cohorts — improving engagement, frequency and retention via personalised journeys.
+10%
Player uplift — LiveOps
Delivered within the largest mobile casino globally through structured event calendars and gamification loops. Focused on driving repeat behaviour rather than increasing reward spend.
All results below delivered within Product Madness (social casino), one of the largest global mobile gaming operators
+7.4%
Welcome Journey Conversion — Redesigned onboarding with earlier segmentation, clearer messaging and better timed trigger-based communication.
+6.3% ARPU
Lapsed Payer Reactivation — Targeted journeys built around player behaviour and previous value, moving away from blanket win-back offers.
+10% ARPU
Propensity-Based Sales — Introduced propensity modelling to prioritise higher-value players and allocate offers more effectively.
+4% Active Days
Return from Churn — Lifecycle-led reactivation focused on rebuilding engagement first, then monetisation.
What we do

Three ways to work together depending on your needs

Focused on the areas that actually move player value, retention and NGR.

Most Popular
CRM & Player Value Audit (Advisory)
Fixed-scope engagement

A focused diagnostic of your lifecycle, segmentation and CRM performance — delivered as a prioritised roadmap you can act on immediately.

You get
A 90-day roadmap ranked by commercial impact
  • Lifecycle review — onboarding through reactivation
  • Segmentation and early behaviour analysis
  • CRM calendar and promotional mechanics
  • Cross-sell opportunity identification
  • LiveOps and gamification assessment
Best suited for: Operators who want a clear, commercially grounded view of where to focus.
Lifecycle Strategy & CRM Leadership
Fractional, project-based or ongoing

Hands-on delivery alongside your team. Building journeys, structuring segments, designing tests and working directly in your tools where needed.

You get
Senior CRM leadership without the full-time hire
  • Decision-based onboarding journeys
  • Early behaviour segmentation
  • CRM campaign strategy and calendar
  • Cross-sell and promotional mechanics
  • LiveOps event design and gamification
Can be delivered as fractional leadership, project-based support, or ongoing advisory.
Best suited for: Operators who need senior CRM leadership without hiring full-time.
CRM Team Training
On-site or remote · Flexible format

Practical training built around real gaming operator challenges. Particularly useful for platforms and vendors whose clients have the tools but lack the strategy.

You get
A team that treats CRM as a commercial function
  • Lifecycle strategy and decision-based journeys
  • Measuring CRM properly — holdout groups
  • Segmentation and player value frameworks
  • LiveOps, gamification and VIP design
Who we work with

Operators, platforms & vendors

Gaming Operators
iGaming and social gaming operators looking to extract more value from their existing player base. More acquisition isn't always the answer.
SportsbookCasinoSocial gamingPokerBingo
Platform Providers
B2B platforms whose operators launch successfully but struggle with retention 3–6 months in. Helping your clients succeed protects your platform revenue.
B2B platformsWhite-labelManaged services
MarTech Vendors
CRM and lifecycle platforms whose gaming clients have the technology but lack the operator-side expertise to use it well.
CRM platformsLifecycle vendorsMarTech providers
Insights

CRM & Player Value Insights

Short takes on CRM, retention and player value from real operator-side experience.

Player Revenue over 2 Weeks Revenue / LTV Day 1 Day 4 Day 8 Day 12 Day 14 Bonus redeemed Engaged player Bonus only REACTIVATION STRATEGY
Originally posted on LinkedIn
Reactivation Isn't About Throwing Bonuses
Most reactivation campaigns go back to revenue too quickly. The problem isn't incentives — it's that players don't have a reason to return. The best strategies rebuild behaviour first, then monetisation.
Read full post
Revenue Impact over Time LTV / Revenue Time Short-term spike Higher LTV LTV gap Engagement strategy Deposit offer only ENGAGEMENT STRATEGY
Originally posted on LinkedIn
Bonuses Don't Create Engagement
"Just give them a bonus" is the default. But bonuses don't create engagement — they amplify it. Real value comes from progression, events and habit, not one-off incentives.
Read full post
Measuring CRM Uplift Time Revenue Campaign A Event Campaign B Incremental Revenue CRM Exposure No CRM Exposure
Originally posted on LinkedIn
Busy ≠ Effective
Most CRM teams are busy, not effective. Same campaigns, same structure, same results. The best teams do less, but do it better — with targeting and iteration.
Read full post
About

Operator-side expertise. Not agency theory.

Marc Tibbo
Marc Tibbo
Founder · PlayerValueLab
20+
Years in gaming
30+
Operators / brands

PlayerValueLab is not an agency. There are no account managers, no junior teams and no strategy presentations without execution.

The difference between a consultant and someone who has sat inside gaming operators making commercial decisions is enormous.

I've spent over 20 years working operator-side across sportsbook, casino, poker, bingo, social and skill-based gaming — in CMO, CRO, Director and Head of CRM roles — owning P&L and operating at board level.

That means understanding retention as a commercial function, not a marketing one. How segmentation drives margin. How bonus ROI connects to LTV. Why social gaming's approach to engagement is something real money operators should be taking much more seriously.

Every recommendation is shaped by what's actually implementable — the tech constraints, the compliance realities, the team dynamics. Not frameworks that sit in a drawer.

Areas of expertise
Player lifecycle designCRM strategy Player segmentationRetention mechanics Cross-sell strategyLiveOps & gamification Bonus optimisationVIP management Holdout & uplift measurementA/B testing Revenue strategyP&L ownership
Get in touch

Book a 30-min CRM Review

I'll highlight 2-3 immediate opportunities based on your current setup. No pitch. No deck. Just a practical conversation. Most CRM teams are busy. That doesn't always mean they're effective. This is a quick way to see what's actually driving value and what isn't. This is usually the first step before working together longer term.

Email
marc@playervaluelab.com
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LinkedIn
Marc Tibbo
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Phone
07805 208 226
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