CRM Automation & Gamification Platform

iGaming CRM: How It Keeps Customers Happy While Helping You Steamroll The Competition

Updated on August 22, 2022
iGaming CRM: How It Keeps Customers Happy While Helping You Steamroll The Competition - Smartico

CRM (Customer Relationship Management) is a software solution used by iGaming businesses to manage their customer relationships with maximum efficiency. It helps companies streamline work processes, enhance support, and increase profits while ensuring a smooth and enjoyable player experience. In addition, CRM provides priceless insights about users, their spending history, habits, and other data to help companies make better decisions in the future. 

Why Is CRM So Important In The World Of iGaming?

The iGaming industry is working tirelessly to revolutionize its machine-learning algorithms to collect valuable information and introduce new solutions. CRM can massively improve the customer experience for games by employing a predictive modeling engine to assess and communicate eligibility for loyalty bonuses in real-time. 

High-end CRM automation is an efficient way for operators to engage and reactivate all player segments and retain users. It is also crucial for developing powerful marketing strategies, winning new and retaining old customers, and enlarging market share. 

Here are a few signs that your iGaming business is in dire need of CRM automation: 

  • You are being overwhelmed with manual processes
  • Your customer data is a mess and needs sorting
  • You can’t adequately keep track of your leads
  • Your departments are not collaborating as well as they should be
  • You don’t know enough about your customers
  • Your customer service is in a bad state

5 Key Areas Where iGaming Companies Benefit From CRM 

1. Segmentation

CRM software places users into groups based on behavior, location, and the IP data shown on the site they visit to play. This gives marketers the ability to communicate their strategies much more efficiently. 

In other words, auto segmentation is the process of categorizing users either with similar data or betting and gaming behavior into dynamic segments. Each new customer that falls into particular segment criteria is immediately included in that segment. 

2. Personalization 

In order to provide a personalized user experience, you need to familiarize yourself with the players’ habits, likes, and dislikes. Armed with this knowledge, you’ll be able to create unique offers for each player, as well as messages for each part of their journey. CRM implementation in the iGaming sphere offers new opportunities for personalized gaming and sports betting experiences. 

The CRM systems of today use special algorithms to collect and provide user data at every touchpoint of your webpage. After the data is gathered, marketing specialists can mold it into useful personalized offers.

3. Analytics

CRM software comes with its own analytics program and provides data-driven information about your iGaming company’s performance levels. This is based on user acquisition data, churn rates, and the player’s win-to-loss ratio. CRM automation helps operators make vital decisions, and understand business trends on a deeper level, so they can act on them accordingly. 

4. Retention 

The cost of winning over new users can be way more than retaining existing ones, and CRM is one of the best ways to not let them turn to your competition. It gives iGaming businesses the tools they need to keep the most engaged players and drive returns on their marketing expenditures. As soon as a user starts engaging with any game or browsing through your site, your faithful CRM sidekick maps out their journey. 

It uses the customer data to construct a map for every point of intervention on your page. This solution helps iGaming marketers gain deeper insights into the players’ minds, and develop more customer-oriented campaigns that drive loyalty and retention. 

5. User Experience

In order to have a base of customers who keep coming back, it’s crucial to keep players satisfied with their gaming experience. If your users are having a hard time navigating through your site, naturally, they will look for an alternative, and it just takes a few moments for a person to decide whether they like it or not. 

Here’s where CRM comes into play. Its role is to find the weak points of your website (where players are facing difficulties or losing interest) and notify the marketing experts to start working on appropriate fixes. 

When CRM Can Fail

If CRM automation objectives are not defined beforehand, there’s a good chance that it can fail. 

Here are a few reasons CRM can fail for iGaming businesses: 

  • Uncontrolled data sets make it hard for users to operate.
  • Low-end software that makes the customer satisfaction process slower and more expensive than it has to be.
  • Poor marketing strategies. 
  • Failure to properly leverage player information.
  • A business strategy that is more focused on tech rather than customer satisfaction. 
  • Inability to win over new players and achieve brand loyalty.

When CRM Will Succeed

Proper implementation and attention to detail will lead to successful CRM functioning, but iGaming businesses should also do the following to ensure success:

  • Use every little piece of data available to develop a winning strategy
  • Be tidy and methodical when storing data
  • Always be on the lookout for precious insights gathered from data 

How To Minimize Risk With CRM

To minimize risk when working with CRM you need to pay attention to 4 key factors:

1. Privacy and Security

Sensitive user data may accidentally (or with bad intent) be leaked to the outside world. Putting in place policies and creating access permissions can help reduce these kinds of risks. 

2. Pricing And Upgrade Associated Risks

If you focus too much on design and customization, you’ll run into unwanted cost-related issues associated with upgrading your platform. If you want to avoid those risks, one important thing to remember is to focus on making the product as easily accessible to users as possible. 

3. Time And Costs

CRM implementation and management can be pricey both in terms of time and money. 

Having a precise and structured plan, understanding what customers want, and communicating this clearly to your team can do wonders when it comes to the successful implementation of your CRM system. 

4. Switching From Cloud To On-Premise

If you’re using a cloud-based CRM system and want to switch to on-premise in the future, there’s a big risk of losing precious data. However, that risk can be reduced through timely communication with vendors.

What CRM Does To Boost Business Performance

CRM implementation needs to be planned with utmost care and choosing the best solution for your business will be worth every penny in the end. CRM can be a priceless asset to your business in the following ways: 

  • It is a tried and tested solution for long-term profit.
  • It helps bring in new customers and retain existing ones.
  • It provides the conditions needed to lead successful campaigns.
  • It provides a greater customer experience.
  • It provides valuable customer insights, which can then be used to drive profits.

Why CRM Is Great For The Sports Betting And iGaming Industry

Two major factors are at play here:

Around The Clock Performance

The sports betting and gaming industry has an ever-growing base of fired-up customers all around the globe, placing bets and playing low and high-stakes games 24/7. This is why it’s crucial that business owners have a way of collecting important insights so they can improve their services and drive profits. 

Having software that has the ability to thoroughly track, analyze, and organize raw customer data is of vital importance due to the interconnectedness of each area of operation. This includes improvements in user experience and developing targeted strategies for effective marketing campaigns. Hence, staying clear of doing manual data backups or downtime for maintenance is crucial.

High-end CRM software can do all of this and much more, and having such a powerful tool by your side is extremely beneficial for running smooth operations.

Advanced Customer Profiles

Advanced CRM systems can track and collect great amounts of high-level user data, which allows businesses to gain valuable insights into their customers. For businesses that rely heavily on sports betting and iGaming, this is much welcomed, to say the least. 

Data can then be used to craft detailed and well-rounded user profiles. This information includes the following key insights: 

  • How frequently users visit and spend time on the site or app and what they’re mainly interested in. 
  • Which games they play or what types of bets they most often place. 
  • In-depth details about betting habits. 
  • Access to customer data provides precious information about their behavior, what they like and what and when they spend their money on. 

Needless to say, this can all bring many more benefits to the table, such as driving customer retention and loyalty through personalization. 


CRM automation does wonders for iGaming providers in many ways. It drives loyalty and retention and provides an enjoyable customer experience thanks to data-driven, personalized offers. In addition, CRM helps businesses attain useful knowledge about the players’ journey on their page and come up with efficient strategies to provide the best service possible. is a leader in providing state-of-the-art Gamification and CRM automation software solutions. Its CRM tool combines player analytics data with machine-learning algorithms to help sports betting and iGaming businesses have a deeper understanding of players and their needs while also providing valuable data insights to ensure retention and loyalty, and much more.

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