Dormant player segmentation template
A dormancy-by-value grid for reactivation: who to contact first, on which channel, with what kind of call, and who to leave alone. Copy it, or download it and change the bands to fit your data.
For licensed operators' CRM, VIP and retention teams.
Every row: marketing consent for the channel, the national self-exclusion register where the law lets you check it, your own exclusions and cool-offs, and safer-gambling markers on the account.
Download CSVNo deposit for 14–29 days
| Value tier | Priority | Who contacts | Channel | Purpose | Offer |
|---|---|---|---|---|---|
| VIP | 1 | VIP host | Phone | Service check-in: is everything OK with the account, payments, the host? | None on first contact. Host decides after reviewing affordability and safer-gambling markers. |
| High value | 1 | AI call, host on escalation | Phone, then email | Check-in and failed-deposit or verification follow-up | None, or a non-cash perk the player is already eligible for |
| Mid value | 2 | Automated journey | Email or push | Product news, open account issues | Standard lifecycle content |
| Low value | 3 | Automated journey | Product news | None |
No deposit for 30–89 days
| Value tier | Priority | Who contacts | Channel | Purpose | Offer |
|---|---|---|---|---|---|
| VIP | 1 | VIP host | Phone | Find out why they stopped: service problem, competitor, or a break | Only after host review. Respect any request for a break. |
| High value | 1 | AI call | Phone, then SMS summary | Win-back call: ask what changed, answer questions, state the offer and terms | Your standard win-back offer, within local bonus rules |
| Mid value | 2 | AI call | Phone, then SMS | Win-back call with the offer and terms | Standard win-back offer, within local bonus rules |
| Low value | 3 | Automated journey | Email or SMS | Win-back message | Low-cost or no offer |
No deposit for 90–179 days
| Value tier | Priority | Who contacts | Channel | Purpose | Offer |
|---|---|---|---|---|---|
| VIP | 2 | VIP host | Phone | Relationship call. Check whether they self-excluded elsewhere or asked for a break. | Host decision after review |
| High value | 2 | AI call | Phone | Win-back call; confirm contact details and preferences are still correct | Standard win-back offer |
| Mid value | 3 | AI call (test cell first) | Phone or SMS | Win-back call on a small test group before rolling out | Standard win-back offer |
| Low value | Suppress | None | Email only, if consent | Preference update | None |
No deposit for 180+ days
| Value tier | Priority | Who contacts | Channel | Purpose | Offer |
|---|---|---|---|---|---|
| VIP | 3 | VIP host | Phone | Courtesy call. Re-check consent and register status first; consent may have lapsed. | None on first contact |
| High value | 3 | AI call (test cell) | Phone | Re-permission call: does the player still want to hear from you? | None until they opt back in |
| Mid value | Suppress | None | Email only, if consent | Re-permission email | None |
| Low value | Suppress | None | None | Suppress from marketing | None |
The “AI call” rows are what Dial Milo does. It says it's an AI, checks it has the right player, states only your terms, and stops at any sign of harm.
Try 20 calls freeHow it works
Value tiers come from your own NGR ranking. A common starting point: VIP is your managed programme, high value is the next 10%, mid value the next 30%, low value the rest.
Priority 1 is called first. Size each cell, then run the reactivation ROI calculator on it to see if calling pays.
Checks first apply to every row. See the self-exclusion registers by country for the registers to screen against.
Questions
More free tools for operators
Player reactivation ROI calculator
Work out what calling your dormant players returns. Consent and self-exclusion come off the top, then answer rate, reactivation rate, NGR and bonus cost, for AI calls and for a human call centre.
Player LTV calculator
Player lifetime value from NGR and monthly retention, split between your top players and everyone else, plus what one extra point of retention is worth.
VIP host coverage calculator
How many VIP touches your hosts can make each month, how many are missed, and how much host time an AI could free by taking the routine check-ins.
Self-exclusion registers by country
The national and state self-exclusion registers that limit who you can call, email or text: GAMSTOP, Spelpaus, OASIS, Cruks, ROFUS, BetGuard and more, with the rule and source for each.
These tools give estimates from the numbers you enter. They are not legal or financial advice.