Player Reactivation: Free Spins vs Deposit Bonus

We recently ran a reactivation campaign targeting users who had made only one deposit and had been inactive for 30 to 365 days.

Our goal was to test which incentive works better for re-engaging players: a percentage deposit bonus or free spins for depositing.

Target audience:

More than 10,000 users met the criteria, but for the test we selected two groups of 1,000 users each.

Group A:

— 50% deposit bonus

— Min. deposit: 40 EUR

— Max. bonus: 500 EUR

— Wagering: 35x

Group B:

— 100 free spins

— Spin value: 0.2 EUR

— Min. deposit: 40 EUR

— Max. win: 500 EUR

— Wagering: 35x

A user was considered reactivated if they claimed the bonus and made a deposit.

📊 Results after 2 weeks:

Group A:

— Email opens: 283

— Website visits: 124

— Deposits made: 54

Group B:

— Email opens: 345

— Website visits: 239

— Deposits made: 149

🧩 Conclusion:

Free spins proved significantly more effective. Nearly 15% of Group B made a deposit, compared to just 5.5% in Group A.

The free spins campaign also showed a better ROI relative to deposit value, as the bonus cost per user was lower.

However, the main objective was user reactivation — and in that regard, free spins clearly outperformed. A longer-term ROI comparison will show which players bring higher lifetime value.