# Sportsbook Industry Pack

## Lifecycle Model
- Registered but not deposited
- Deposited but not active
- Active player
- High-value active player
- Lapsing player
- Churned player
- Reactivated player

## Common Segments
- Eligible active players with recent sport or market intent
- Depositors who have not placed a first bet
- Lapsing active players by sport preference
- High-value players with declining activity
- Cross-vertical sportsbook/casino customers
- Players blocked by consent, account state, KYC, cooling-off, or responsible-gaming suppression

## Common Scenarios
- Registration to first deposit
- Deposit to first bet
- Live event activation
- Favorite-team or favorite-sport personalization
- Lapsing player winback
- Bonus-cost discipline by value tier
- Responsible communication hygiene

## Event And Property Expectations
- Events: registration, login, deposit, bet_placed, betslip_created, withdrawal, bonus_issued, bonus_used
- Customer properties: account_state, kyc_state, consent, favorite_sport, value_tier, last_bet_at, responsible_gaming_suppression
- Suppression data is mandatory before activation.

## Offer Strategy
- Never use broad bonuses as the default answer.
- Match generosity to value tier, risk, and commercial objective.
- Prefer relevance, timing, and market interest before incentives.
- Keep responsible-gaming and account-state suppression ahead of campaign logic.

## Measurement
- Primary KPIs: incremental active players, incremental stakes, retained active players, value per player
- Guardrails: bonus cost, opt-out rate, complaint rate, responsible-gaming exclusions, risky activity signals
- Do not claim lift without control or target-vs-control measurement.

## Risks To Avoid
- Contacting self-excluded, cooling-off, blocked, or KYC-ineligible players
- Triggering messages during sensitive account states
- Treating correlation as campaign lift
- Over-bonusing low-intent or bonus-sensitive audiences