RFM Analysis: Every Player in the Right Segment, Every Day
RFM scores each active player from 1 to 5 on how recently, how often and how much they deposit or play, then places them in segments such as Champions, Loyal Customers, At Risk or Hibernating. The segments update every day and are on for every brand.
Segments That Tell You What to Do
Each player gets a score from 1 to 5 for Recency, Frequency and Monetary value, compared with the other active players of your label or brand. The three scores together decide the segment.
- Four ways to count: net deposits or casino GGR, measured across the label or for each brand. You can compare the four before you switch.
- Segment changes as events: a new segment sends an event with the old and the new segment, so a journey can react at once.
- History on the profile: the RFM badge on the player profile opens 30 days of scores and segment changes.
| Segment | Who they are | What to do |
|---|---|---|
| Champions | Recent, frequent, high value | VIP perks and exclusive rewards |
| Loyal Customers | Steady players of good value | Loyalty rewards, early access |
| Potential Loyalist | Recent and active, value still growing | Challenges and a loyalty program |
| Need Attention | Activity is slowing down | Offers on their favorite games |
| At Risk | Were valuable, now quiet | A strong personal reactivation offer |
| Hibernating | Dormant for a while | A light touch, such as free spins |
Turn Segments Into Campaigns
The segment and the three scores are player properties, and a change of segment can start a journey on the same day.
Reactivate At Risk players
Start a personal offer the day a valuable player moves to At Risk.
Reward your Champions
Exclusive rewards and VIP perks keep your best players close.
A segment in one click
Click a segment in the RFM report to create a segment for any campaign, mission or tournament.
Watch the trend
Daily, weekly and monthly trends show if Champions grow or if players pile up in About to Sleep.
How RFM Works
The classic RFM method, run on your data every day.
- 1Who is scoredPlayers with a deposit or a bet, depending on the method, in the last 30 days.
- 2Three scoresRecency, Frequency and Monetary, each from 1 to 5, by splitting players into five equal groups.
- 3One segmentThe mix of the three scores places the player in a segment.
- 4Every dayScores and segments update daily; the trends show how your player base moves.
Setup, the four methods and the full segment matrix: the RFM Analysis guide on help.smartico.ai.
