Team track record · Revenue
RFM-driven reinvestment grows revenue 5.33% for an Asian card games provider
One of the largest online card games providers in Asia, with millions of active users and revenue of approximately $30 million (2018).
5.33%increase in revenue
4–5player segments
Dailyreinvestment decisions
The challenge
- Reinvestment was allocated on an 'average player' basis, using average bet and rounds played.
- The wrong players were being incentivised, and a large share of marketing budget went to retention bonuses.
The solution
- Defined KPIs across demographics, gaming history and player-level revenue.
- Created 4–5 player segments and scored players on Recency, Frequency and Monetary value (RFM).
- Dashboards and reports guided near-daily allocation of retention spend.
The outcome
Targeted reinvestment replaced the average-player approach and grew revenue by 5.33%.
A project by the BizAcuity team that built GAMWIT. Originally published at bizacuity.com.
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