[ { "id": "eligible-live-intent-players", "name": "Eligible active players with live-event intent", "objective": "Activate players around relevant live sports moments.", "definition": "Players with recent sport/market intent, valid consent, eligible account state, and no suppression.", "goal_terms": ["live", "activation", "sport", "bet", "player"], "when_to_use": ["Bet or betslip activity is tracked.", "Account/KYC eligibility is available.", "Suppression and consent rules are available."], "avoid_if": ["Responsible-gaming suppression is unavailable.", "Eligibility state cannot be checked."], "required_capabilities": ["bet_activity", "account_eligibility", "channel_consent"], "optional_capabilities": ["sport_preference", "responsible_gaming_suppression", "frequency_policy"], "requiredSignals": { "events": ["bet", "betslip", "login"], "properties": ["consent", "account", "kyc", "suppression"] }, "segment_logic": { "include": ["recent sport or market intent", "eligible account state", "valid consent", "no suppression"], "exclude": ["cooling-off", "self-exclusion", "responsible-gaming suppression", "frequency-capped players"], "notes": "Eligibility and responsible-gaming checks are mandatory." }, "personalization_hooks": ["favorite sport", "live market", "event start time", "odds movement"], "conversion_mechanism": "Use timing and relevance rather than broad bonuses.", "impact": "high", "effort": "medium", "risk": "Responsible-gaming, KYC, account-state, and cooling-off suppression are mandatory.", "recommended_scenario": "Live event activation with strict eligibility gate.", "measurement": ["active players", "bet placement rate", "RG complaint guardrail"], "implementation_notes": ["Never bypass account-state or suppression checks.", "Avoid urgency language that creates pressure."] }, { "id": "deposit-no-first-bet", "name": "Deposited but no first bet", "objective": "Convert funded accounts into first betting activity.", "definition": "Players with deposit event and no bet placed after a short education window.", "goal_terms": ["deposit", "first bet", "onboarding", "activation"], "when_to_use": ["Deposit event is tracked.", "Bet placement is tracked.", "KYC/account eligibility is available."], "avoid_if": ["KYC or account status is unavailable.", "Education content is not approved."], "required_capabilities": ["deposit_activity", "bet_activity", "account_eligibility", "channel_consent"], "optional_capabilities": ["sport_preference"], "requiredSignals": { "events": ["deposit", "bet"], "properties": ["consent", "account", "kyc"] }, "segment_logic": { "include": ["deposit event", "no bet after education window", "eligible account state", "valid consent"], "exclude": ["suppressed players", "cooling-off", "closed or restricted accounts"], "notes": "Lead with education and clear next step, not pressure." }, "personalization_hooks": ["preferred sport", "popular market", "education content"], "conversion_mechanism": "Remove hesitation after deposit with a clear next step.", "impact": "high", "effort": "medium", "risk": "Avoid pressure language and suppress risky account states.", "recommended_scenario": "First bet onboarding.", "measurement": ["first bet rate", "time to first bet", "support contact rate"], "implementation_notes": ["Use responsible-gaming approved copy.", "Re-check account state before every message."] }, { "id": "lapsing-active-players", "name": "Lapsing active players by sport preference", "objective": "Retain players before activity drop becomes churn.", "definition": "Previously active players whose betting cadence is declining for their preferred sport.", "goal_terms": ["retention", "lapsing", "churn", "sport preference"], "when_to_use": ["Bet history is tracked.", "Last bet or activity recency is available.", "Sport preference can be inferred."], "avoid_if": ["Responsible-gaming suppression is unavailable.", "No cadence baseline can be defined."], "required_capabilities": ["bet_activity", "lifecycle_recency", "channel_consent"], "optional_capabilities": ["sport_preference", "customer_value", "responsible_gaming_suppression"], "requiredSignals": { "events": ["bet"], "properties": ["favorite", "sport", "last_bet", "consent"] }, "segment_logic": { "include": ["previously active player", "declining activity vs normal cadence", "preferred sport/event available", "valid consent"], "exclude": ["suppressed players", "cooling-off", "restricted accounts"], "notes": "Use sport relevance rather than broad bonus messaging." }, "personalization_hooks": ["favorite sport", "team/event calendar", "content interest"], "conversion_mechanism": "Use relevant upcoming moments to restore habit.", "impact": "high", "effort": "medium", "risk": "Do not over-bonus lapsing players without value-tier logic.", "recommended_scenario": "Sport-preference retention journey.", "measurement": ["retained active players", "bet activity uplift", "bonus cost guardrail"], "implementation_notes": ["Define cadence by sport where possible.", "Use holdout for true retention lift."] }, { "id": "high-value-declining", "name": "High-value players with declining activity", "objective": "Protect high-value player retention with controlled generosity.", "definition": "High-value players with activity decline and valid eligibility.", "goal_terms": ["vip", "high value", "retention", "declining"], "when_to_use": ["Bet/deposit activity is tracked.", "Value/tier signal is available.", "Eligibility and suppression are available."], "avoid_if": ["Responsible-gaming or bonus-cost governance is missing.", "No value/tier signal exists."], "required_capabilities": ["bet_activity", "customer_value", "account_eligibility", "channel_consent"], "optional_capabilities": ["deposit_activity", "sport_preference", "responsible_gaming_suppression"], "requiredSignals": { "events": ["bet", "deposit"], "properties": ["value", "tier", "consent", "suppression"] }, "segment_logic": { "include": ["high value or VIP tier", "declining betting activity", "eligible account state", "valid consent"], "exclude": ["suppression", "cooling-off", "restricted account", "frequency-capped players"], "notes": "Use value-tier discipline and compliance guardrails." }, "personalization_hooks": ["value tier", "favorite sport", "VIP service cue"], "conversion_mechanism": "Combine relevance, service, and value-tier discipline.", "impact": "high", "effort": "high", "risk": "Requires strong bonus-cost and responsible-gaming governance.", "recommended_scenario": "VIP activity save journey.", "measurement": ["retention uplift", "net gaming revenue", "bonus cost", "RG guardrails"], "implementation_notes": ["Coordinate with VIP/compliance owners.", "Use controlled generosity and holdouts."] }, { "id": "cross-vertical-opportunity", "name": "Cross-vertical sportsbook/casino opportunity", "objective": "Activate customers in a second vertical without irrelevant messaging.", "definition": "Customers active in one vertical with safe indicators of interest in another.", "goal_terms": ["cross sell", "cross-vertical", "casino", "sportsbook"], "when_to_use": ["Activity in multiple verticals is tracked.", "Preference or eligibility rules allow cross-vertical messaging."], "avoid_if": ["Compliance or preference rules forbid vertical mixing.", "No safe interest signal exists."], "required_capabilities": ["bet_activity", "account_eligibility", "channel_consent"], "optional_capabilities": ["casino_activity", "sport_preference"], "requiredSignals": { "events": ["bet", "casino", "login"], "properties": ["consent", "account"] }, "segment_logic": { "include": ["active in one vertical", "safe adjacent interest signal", "eligible account state", "valid consent"], "exclude": ["restricted accounts", "suppression", "preference mismatch"], "notes": "Respect vertical preference and compliance rules." }, "personalization_hooks": ["current vertical", "preferred game/sport", "recent activity"], "conversion_mechanism": "Use adjacent interest to introduce relevant vertical content.", "impact": "medium", "effort": "medium", "risk": "Avoid mixing verticals where compliance or preference rules forbid it.", "recommended_scenario": "Cross-vertical introduction.", "measurement": ["second vertical activation", "opt-out rate", "complaint rate"], "implementation_notes": ["Require compliance approval.", "Use conservative frequency limits."] }, { "id": "bonus-sensitive-control", "name": "Bonus-sensitive control group audience", "objective": "Separate true incrementality from bonus-seeking behavior.", "definition": "Players who respond to bonuses but need controlled holdout and margin guardrails.", "goal_terms": ["bonus", "incrementality", "control", "margin"], "when_to_use": ["Bonus or offer engagement is tracked.", "Bet conversion and value/tier signals are available.", "The business wants controlled generosity."], "avoid_if": ["No control-group measurement is possible.", "Finance-aligned success metrics are unavailable."], "required_capabilities": ["bet_activity", "customer_value", "channel_consent"], "optional_capabilities": ["bonus_history", "frequency_policy"], "requiredSignals": { "events": ["bonus", "bet"], "properties": ["value", "tier", "consent"] }, "segment_logic": { "include": ["bonus engagement history", "valid consent", "value/tier available"], "exclude": ["suppressed players", "restricted accounts", "frequency-capped players"], "notes": "Always include a holdout or control design." }, "personalization_hooks": ["bonus history", "value tier", "preferred sport"], "conversion_mechanism": "Use controlled tests to prevent margin leakage.", "impact": "medium", "effort": "high", "risk": "Needs finance-aligned success metrics.", "recommended_scenario": "Bonus discipline test journey.", "measurement": ["incremental NGR", "bonus cost", "holdout uplift"], "implementation_notes": ["Define margin guardrails before launch.", "Do not optimize only on gross conversion."] } ]