Fuelling business success in the iGaming industry through CRM systems
Shanta Segabon, Senior iGaming Conversion & Retention Strategist at Game Plan Consulting, recently shared her insights on the importance of good CRM systems in business. Speaking on the iGaming AFRIKA podcast, Shanta explained how CRM can make or break a company’s success.
Understanding CRM in iGaming
CRM stands for Customer Relationship Management and spans the entire player funnel. It extends from initial player engagement to personalised relationship management at the VIP level.
“There are many complexities to CRM, but in a nutshell, the idea of CRM is to communicate to players as if you were on a one-on-one level in terms of content, timing and rewards,” Shanta points out.
She adds that the biggest misconception about CRM is that it revolves around email campaigns and mass marketing. Many businesses fail to tailor their communication strategies to players based on their location, time zone, or language.
Handling player retention across all categories
An increase in player engagement leads directly to better revenue and player retention. According to Shanta, the best way to distinguish a business is by engaging players rather than maintaining a transactional relationship with them.
“This keeps your brand top of mind every time a player wants to play online,” she emphasises. “And whereas this seems like a simple approach, it is often overlooked.”
Shanta highlights that many businesses fail to see the link between a well-structured CRM and their revenue. How players are engaged from the start determines how many remain active and how many eventually become VIP players. These interactions directly affect a company’s revenue.
“Whether it’s the product team coming up with something new or the customer service department conversing with players, it’s the CRM’s duty to ensure that they are driving a unified message.”
Senior iGaming Conversion & Retention Strategist at Game Plan Consulting
The cost of poor CRM
Without an existing customer lifecycle management system, operators will constantly lose money. Shanta notes that many operators spend thousands of dollars acquiring customers but fail to retain them.
“This is a common problem in Africa, where most operators are focused on acquisition but failing to keep players within the retention funnel,” she points out.
A lack of CRM structure means that even the best marketing efforts will fail to deliver sustainable results. Businesses must focus on maintaining long-term relationships with players rather than chasing short-term transactional relationships.
Beyond product and brand
Many iGaming companies spend millions on customer acquisition while ignoring CRM, a practice that often leads to significant financial loss. Hiring the right people is key to ensuring that CRM remains player-centric and drives internal alignment within a company.
“The CRM custodian is the one to push departments within the company in the same direction regardless of their diverse duties,” Shanta says. “Whether it’s the product team coming up with something new or the customer service department conversing with players, it’s the CRM’s duty to ensure that they are driving a unified message.”
According to Shanta, a major problem among African operators is the lack of departmental alignment. Teams often prioritise different goals, undermining the player-centric approach that CRM is designed to uphold.
The role of AI in CRM
Despite scepticism surrounding its use, AI is increasingly becoming part of CRM systems as the industry evolves. From managing campaigns to generating content, AI now plays a central role.
AI and machine learning help personalise player interactions by analysing habits and tendencies. This innovation allows companies to offer more targeted communication, improve engagement, and enhance overall player satisfaction.
CRM remains the heartbeat of player engagement in the iGaming industry. As Shanta explains, success depends on how effectively operators connect, retain, and build trust with their players.
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