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Case 03 · R3DE Group (F12 brands) & Brazilian sportsbook · CRM Manager / Head of CRM

From First Deposit
To VIP, Automated.

Lifecycle journeys, progressive campaigns and gamified retention that grew deposits by 325%.

+325% Deposits · R3DE Group
Consistent Average-ticket growth
Activation → VIP Full lifecycle
Smartico & Fast Track CRM platforms
The problem

CRM was a blast,
not a system.

One-off campaigns, no lifecycle logic, and no reason for players to come back after the first deposits.

Before
Blast · everyone Blast · everyone Blast · everyone
Same message, no trigger, no follow-up.
After
Trigger → journey Next stage Habit
Each player moves stage by stage.
The lifecycle map

Every stage has a trigger,
a channel and a next step.

Core journey
  1. ACTIVATION Welcome & first deposit Trigger: registered, no deposit PUSHEMAILON-SITE
  2. 2ND DEPOSIT FTD follow-up Trigger: FTD settled · personalized by first sport PUSHSMSBONUS
  3. ESCALATION Deposit escalation Trigger: 2–4 deposits · tiered match offers ON-SITEEMAILMISSION
  4. HABIT Streaks & missions Trigger: 5+ active days · gamification layer STREAKBADGESSPINS
  5. VIP VIP onboarding Trigger: top NGR tier · account manager handoff CALLWHATSAPP
Branches
CROSS-SELLfrom 2nd deposit
Sports ↔ Casino Trigger: single-product player for 3+ weeks · picks by their play history PUSHFREE SPINS
AT RISKfrom any stage
Churn-risk save Trigger: stake dropping week over week · RFM "at risk" SMSCASHBACK
REACTIVATIONback to activation
Dormant win-back Trigger: no bet in 14 / 30 / 60 days · event-led PUSHEMAILBONUS
Lifecycle journeys · activation to VIP DEMO DATA
Lifecycle journeys dashboard: player lifecycle map from activation to VIP with cross-sell, at-risk and win-back branches (demo data)
1

Every player in exactly one journey, so offers never collide or stack.

2

Segmented by RFM and lifecycle stage, not by a single campaign list.

3

Control groups to prove real uplift.

Behind the number

What drove the +325%.

Lifecycle-driven journeys

Gamification tied to revenue goals

Progressive periodic campaigns

Dynamic missions and level maps

Personalization by each player's favourite product

Weekly tournaments and raffles as recurrence engines

Principles

How I think about CRM.

CRM isn't a blast.
Gamification isn't decoration.
A well-designed journey changes behaviour, and cash flow.
Played by the rules

Responsible by design

  • Self-excluded and blocked players removed from every journey
  • Frequency caps on every channel
  • Clear offer terms on every incentive

What I'd bring to your operation.

01

Map your full player lifecycle

02

Rebuild journeys in Smartico or Fast Track

03

Retention reporting with control groups

Want this for your brand?
Send me your numbers.

Book a Call
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