Segments

Segments are the core of personalization in Gamanza Engage.

They allow Operators to group players based on shared characteristics or behaviors, and then use those groups across:

• CRM Campaigns (Email, SMS, On-site Notifications, etc.)

• Gamification mechanics (Mission Bundles & Tournaments)

With Segments, you can move from “send to everyone” to targeted actions like:

• Re-activate players who stopped depositing in the last month.

• Invite only VIP players to a high-value Mission or Tournament.

• Cross-sell Sports to Casino players or vice versa.

Segments Types

Gamanza Engage supports three main types of segments. They all use the same rule builder (except for list segments), but they behave differently once they are executed and connected to campaigns or gamification features.

Dynamic

Rules-based segments that update in real-time. Players enter and exit automatically based on criteria.

Static

Rules-based "snapshot". The list of players is fixed at the moment of creation and never changes.

Players ( List)

Specific IDs uploaded manually. Fixed list that only changes when an update is manually triggered (coming soon)

Dynamic Segments Behavior

A dynamic segment works like a live filter, built from rules based on the following criteria:

Player Data

Personal / account data (city, date of birth, account status, etc.)

Gamification Data

Transactional Data

Players can enter or leave the segment over time as their data changes. Each time the segment is executed, the system recalculates which players match the rules at that moment. A player is added when they meet the criteria and automatically removed when they no longer do.

The image below illustrates how the same segment can return different player counts when it is connected to different mechanics (CRM campaigns, Mission Bundles, or Tournaments).

For example, on December 10 the segment is used by a CRM campaign and returns 750 players. On December 12 the same segment is used to assign a Mission Bundle and returns 600 players. On December 15 it is used for a Tournament and returns 450 players.

The rules of the segment have not changed, but the player data has, so each execution returns a different result. You can think of a dynamic segment as an Excel filter you apply repeatedly: every time you run it, it may return a different list because the underlying data has changed.

How Dynamic Segments are evaluated?

• Time-based campaigns (e.g. a daily CRM campaign): the dynamic segment is recalculated at each execution time. The system applies the rules to the current database and returns the players who match the criteria on that day.

• Event-based (transactional) campaigns: each incoming event includes a Player ID, and the system evaluates only that player against the segment rules: “Does this player match the dynamic segment right now?”. The full database does not need to be scanned; the check is done per event.

Static Segments Behavior

A static segment is a snapshot of players at the moment the segment is executed for a specific campaign.

• When a static segment runs for a campaign the first time, the resulting player list is stored and reused every time that campaign runs again.

• The segment is not re-calculated for that campaign, even if player data changes later.

• Static segments are ideal for recurrent campaigns where you want to keep the same audience stable over time (for example: “VIP Christmas List 2025”).

Static segments in event-based campaigns

In an event-triggered campaign, the platform evaluates the segment every time an event comes in for a player. If we used a static segment here, the conclusion would only match the first player resolved for that campaign, which would make the segment useless for all subsequent events.

The image below illustrates how a static segment always returns the same list of players, even when it is connected to different mechanics (CRM campaigns, Mission Bundles, or Tournaments) on different dates.

For example, on December 10 the segment is executed for a CRM campaign and returns 1,000 players; this snapshot is stored for that campaign. On December 12 the same static segment is used to assign a Mission Bundle and still targets the same 1,000 players, with no re-calculation. On December 15 it is used again for a Tournament and once more returns the same 1,000 players.

The rules that were used to build the segment only run the first time. After that, the static segment always returns the exact same list of players, regardless of the execution date or the mechanic where it is used.

Some Use cases for static segments:

• A fixed “VIP December list” that should not change during the promotion.

• A list of players that were manually selected for a special one-off experience.

Player Segments Behavior

A player segment (also called list segment) is a curated list of specific Player IDs.

How Player (List) Segments Behave

Player segments behave very much like static segments: they are stable over time and independent of how the players’ data changes.

1

Create a csv file with the list of players you would like to target

The file should contain a single column with the Player IDs. Avoid headers, extra columns, and trailing spaces. Operators can use the following file as a template:

2KB

Gamanza Engage Player Segment- Template.csv

Open

2

The segment is then stored as a fixed list of players.

3

Whenever the segment is used, the system just checks if a player is in that list.

The image below illustrates how a Player (List) Segment behaves.

On December 10th you upload a file with 1,000 Player IDs and use it in a CRM campaign, targeting exactly those 1,000 players. On December 12th the same segment is used to assign a Mission Bundle and still returns the same 1,000 players. On December 15th you manually upload an updated list with 900 Player IDs and use the segment for a Tournament: from that moment on, the segment returns 900 players.

Manual updates of the file will be available in an upcoming release. Please contact your CSM for more information.

Segments Library

The Segments Library will display all the created segments.

The operator will be able to see:

• Name: Name given to the Segment.

• Description: Details added to the segment.

• Type: Static, Dynamic or Players

• Created Date: Exact day (DD/MM/YYYY) and time when it was created.

• Created By: Username of the operator who created it

• Tags: Tags used in the segment

• Options: Available options to manage the segment (View, Edit, Duplicate, Delete)

  • View: Access the segment rules

  • Edit: Access Segment and edit it.

  • Player Count: Gives you the total players for this Segment.

  • Duplicate: Duplicate a segment to use as a draft.

  • Delete: Delete the selected segment.

It may also be filtered by Type, Creator, Tags and searched by Name.

How to Create Segments

For your new segment, click on the Create Segment button located on the upper right-hand corner of the screen.

This will redirect you to a step-by-step screen containing the necessary information to create and customize the segment. To create a new segment, use the following steps:

Step 1: Details

In the Details section, the operator may include the following information:

• Name: Name of the account being created.

• Type: Static, Dynamic or Players.

• Tags (Optional): This field allows the operator to select tags from previously made tags to differentiate the segment.

• Description: This comment box allows the user to include relevant information about the segment.

Once the information is included, click the Next Step button to move to the next section.

Step 2: Rules

The Segment Rules will allow the operator to include parameters so players may be included in/excluded from the segment based on previously selected details (static/dynamic).

Segments and Criteria Overview

These are examples of current criteria available for use:

Transactional activity

• Number of activity days

• Total withdrawal count lifetime

• First/Second/Third deposit amount

• Last withdrawal amount

• Total deposit count lifetime

• Real money balance

• Bonus money balance

• Total withdrawal amount lifetime

• Total deposit amount lifetime

• First Deposit Date

• Last deposit amount

• Gross gaming revenue

• Last deposit date

• Second/Third deposit date

• Last withdrawal date

Account activity

Personal Information

Gamification & Loyalty

Adding a Second Layer to your segments

Adding second layers to segments allows the use of AND/OR conditions. The operator can access second layers by clicking on the + sign on the right-hand side of the criteria.

Be aware that the Filter criteria cannot be incomplete, or the button will not be enabled:

By clicking on it, a second layer of Rules will be created where you may change the AND/OR conditional in order to compare 2 or more conditions. When using sublayers, you are required to add at least a minimum of 2 conditions.

The above example shows it will search for any player with a “Total Deposit Count Lifetime of 10 or More” AND that the “Account Status is Active or Fully Identified”.

Activity-Based Criteria - Activity Date Range

Many segmentation criteria are based on player activity, for example:

• Casino and Sports total bet amount.

• Total bet count.

• GGR.

• Personalized turnover by Game, Category, Provider, or Team.

The above example shows that the CRM will search for any player with a Total Deposit Count Lifetime of 10 or Above, AND with a Total Deposit Amount is 500 or More in the Last 30 Days. Here, a second layer had to be created to group the Activity Date Range + Total Deposit Amount, because they can be considered as a “whole” and unconnected to the Total Deposit Count Lifetime.

Whenever you use Activity Date Range in a layer, it must be added as the first condition in that layer. This tells the CRM that all conditions defined below it should be evaluated using the selected date range.

When you want a condition to be used in conjunction with the Activity Date Range, make sure to use the following conditions:

• GGR (Activity Date Range)

• Total Deposit Count (Activity Date Range)

• Total Deposit Amount (Activity Date Range)

• Total Withdrawal Count (Activity Date Range)

• Total Withdrawal Amount (Activity Date Range)

Once the information is included, click on the Create button to save the data.

Important – Transactional “Activity Date Range” data

The Activity Date Range criteria rely on additional transactional data processing and data “freeze” mechanisms in our system. Because of this, segments using Activity Date Range filters may require an extra cost and specific enablement.

Please contact your CSM if you want to enable or expand the use of this criteria in your Segments.

Segmentation for Sports Campaigns

Our segmentation engine includes advanced options for more granular targeting of Sports audiences. Operators can segment users based on:

• Total Bet Amount & Count (Real, Bonus, or both)

• Sports Turnover

• Sports Tournaments Turnover

• Sports Markets & Teams Turnover

Each of these metrics can be filtered by Lifetime or by Activity Date Range to achieve maximum precision.

Some of the available filtering criteria for Sports include:

Players

• Casino Player

• Sports Player

Sports | Total Bet Amount

Sports | Total Bet Count

Sport Turnover (Personalization Engine)

Sports Tournaments Turnover (Personalization Engine)

Sports Markets Turnover (Personalization Engine)

Sports Teams Turnover (Personalization Engine)

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Segment Archive

This feature allows the recovery of previously deleted segments.

The table will display the columns shown by its counterpart in the Segments main menu (Name, Description, Type, Created Date, Created by, Tags, Options). The following actions may be taken here:

• Preview: Preview of the segment rules.

• Player Count: total players for this Segment.

• Recover: Reinstate the selected segment.

Maximize the Power of Segmentation Across CRM and Gamification

Segments are used directly inside CRM Campaigns to define the target audience for each action (Email, SMS, On-site Notifications, Event & Custom trigger campaigns, etc.).

Below is an example of how segmentation can be applied in a reactivation campaign.

Example 1 - Reactivation Campaign: “Last Month Depositors”

Objective: Re-activate players who deposited in the last 30 days but have stopped playing in the last week.

Type of Segment: Dynamic

Segmentation Criteria

• At least one deposit in the last 30 days

• AND Casino Player = Yes.

• AND no casino bets in the last 15 days.

Campaign Action

• Trigger: Time-based (daily).

• Action: Send Email + On-site Notification with a personalized offer (for example, free spins or a small bonus).

• Optional: Add a control group to compare performance.

Because the segment is dynamic, the result may change every day as players come back or stop playing.

Discover how to create campaigns here.

Segmentation in Gamification

Segments also play a key role in Gamification, mainly through CRM campaigns that assign Mission Bundles or Tournaments to specific groups of players.

Example 2 - VIP Deposit Mission

Objective: Reward high-value VIP players who have been active in the last month with an exclusive Mission.

Type of Segment: Dynamic or Static

Segmentation Criteria

• Rank equal to “Gold”.

• Account Status: Active ( or Active & Fully Identified)

• Last Deposit Date is between (add dates) or is greater than (add dates)

Gamification Action

• Create a Mission such as: Deposit 100 EUR and wager 200 spins in selected slots to earn a Tokens reward and a Level Booster.

• Assign this Mission Bundle to the specific segment generated.

• Use a CRM campaign targeted to this segment to notify VIP players about this new mission via Email / SMS or On-site notification.

• With a static segment, you keep the original VIP list fixed for that campaign.

• With a dynamic segment, new VIPs can automatically qualify for the Mission over time.