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Increasing the Value of New Online Gaming Players
Download the report and discover proven methods to increase new player deposits, retention, and lifetime value when empowered by Positionless Marketing.
Why it matters:
This case shows how turning player behavior into action drives real results. By using behavior-based segmentation and testing campaigns against a control group, F12 moved from intuition to evidence-based decision-making and unlocked measurable revenue and engagement gains.
In a competitive and regulated market like Brazil, the ability to quickly identify what works, personalize at scale, and act with confidence is a clear advantage. F12’s experience proves that when insights are operationalized, personalization becomes a growth lever, not a complexity burden
Key takeaways:
F12 is a Brazilian sports betting and online casino operator serving players across multiple categories, including sports, live betting, and casino. The company has been partnering with Optimove since 2022 to enhance customer segmentation and improve messaging personalization.
F12 prioritizes relevant, timely player experiences but lacked an easy, consistent way to translate player behavior into precise segments and day‑to‑day campaign decisions. The team needed clearer visibility into what works, faster paths from insight to action, and a solution that would scale personalization to improve targeting and campaign performance.
“Optimove simplifies my decision-making every day. With its data analyses and segmentation tools, I can see what works best and create campaigns that truly match each player’s behavior.” Gabriel Torres, Senior CRM Analyst, F12
To address these challenges, F12 launched a focused campaign to test Optimove’s full capabilities:
• Identified medium and high‑value depositors as priority segments based on observed platform behavior
• Used Optimove’s analytics to build clear cohorts and align messaging to each profile
• Launched the targeted campaign and measured results against a control group
• Captured engagement and revenue outcomes for the targeted segments
With Optimove providing accessible behavior‑based analytics and precise segmentation, F12 translated player activity into targeted cohorts and messages. The team surfaced
actionable insights on what works by segment, built and activated campaigns for medium and high‑value depositors, and coordinated testing against a control group to validate lift.
Iterating based on observed engagement and wagering signals, F12 delivered more relevant communications and made faster, clearer decisions—setting up the campaign that produced measurable gains.
Behavior-based micro-segmentation translated into clear performance gains. Compared to the control group, the campaign delivered a 19.35% increase in incremental revenue, a
36% increase in the share of customers who wagered, and a 42% engagement rate, above industry benchmarks. These outcomes validate the approach of aligning messages to player profiles and iterating with data.
“The greatest value Optimove delivers is its data intelligence. It uncovers patterns and opportunities we wouldn’t see otherwise, helping us refine our strategy and grow smarter.”
Gabriel Torres, Senior CRM Analyst, F12
After 1 campaign deepening usage of Optimove:
• Incremental revenue growth of 19.35% over control group
• Increase of 36% of customers who wagered
• 42% engagement rate, significantly above industry benchmarks
Download the report and discover proven methods to increase new player deposits, retention, and lifetime value when empowered by Positionless Marketing
Rob Wyse is Senior Director of Communications at Optimove. As a communications consultant, he has been influential in changing public opinion and policy to drive market opportunity. Example issues he has worked on include climate change, healthcare reform, homeland security, cloud transformation, AI, and other timely issues.
