There’s a paradox haunting us in recent years: the harder we try to maximize short-term profit, the more our long-term revenue declines. We flood users with "irresistible" offers — and their loyalty melts before our eyes. The problem isn’t with the players; it’s with us. We systematically destroy LTV in pursuit of short-term KPIs 🥲
Here’s why users leave:
1. Endless pop-ups everyone hates
We set marketers KPIs for conversion — they set pop-ups for every click. A player just enters the site — boom, a bonus offer. Closes it — another "super deal" appears. We think we’re expanding reach, but in reality we’re creating irritation and killing UX. The customer comes to play, not to be spammed 😬
2. Impossible wagering conditions
And it’s not just about huge wagering requirements. In the race to "minimize risk," someone builds rule sets that read like legal contracts. Instead of a simple "wager x5," we get "the amount of the first deposit minus bonus spins but not exceeding 50% of net profit." The player spends 20 minutes trying to figure it out, feels deceived, and stops trusting us.
3. Promotions that work against us
Some of us are so afraid to simply delight the customer that every promo becomes a trap. Free spins with x50 wagering, cashback with endless exclusions, "personal" offers worse than standard ones. We save pennies while losing trust — the most valuable asset in iGaming 🙁
Why does this happen?
Because our systems operate in silos: marketing reports the number of campaigns launched, product teams report conversion rates per screen, risk managers report the percentage saved on wagering. But no one is responsible for whether the customer comes back a month later.
Until we align all departments' KPIs around long-term retention, we’ll keep pouring water into a sieve — wondering why we have high conversions but low LTV.
1. Endless pop-ups everyone hates
We set marketers KPIs for conversion — they set pop-ups for every click. A player just enters the site — boom, a bonus offer. Closes it — another "super deal" appears. We think we’re expanding reach, but in reality we’re creating irritation and killing UX. The customer comes to play, not to be spammed 😬
2. Impossible wagering conditions
And it’s not just about huge wagering requirements. In the race to "minimize risk," someone builds rule sets that read like legal contracts. Instead of a simple "wager x5," we get "the amount of the first deposit minus bonus spins but not exceeding 50% of net profit." The player spends 20 minutes trying to figure it out, feels deceived, and stops trusting us.
3. Promotions that work against us
Some of us are so afraid to simply delight the customer that every promo becomes a trap. Free spins with x50 wagering, cashback with endless exclusions, "personal" offers worse than standard ones. We save pennies while losing trust — the most valuable asset in iGaming 🙁
Why does this happen?
Because our systems operate in silos: marketing reports the number of campaigns launched, product teams report conversion rates per screen, risk managers report the percentage saved on wagering. But no one is responsible for whether the customer comes back a month later.
Until we align all departments' KPIs around long-term retention, we’ll keep pouring water into a sieve — wondering why we have high conversions but low LTV.