Question 1

How do you calculate player reactivation ROI?

Accepted Answer

Start with your dormant players and remove everyone you can't legally call: no marketing consent, or on a self-exclusion register. Multiply what's left by your answer rate, then by your reactivation rate, to get players who deposit again. Their NGR minus call cost and bonus cost is your net return. Divide the net return by the total cost for ROI.

Question 2

What answer and reactivation rates should I expect?

Accepted Answer

It depends on how long players have been dormant, the market, the time of day and the offer, so there is no reliable public benchmark. The defaults here are placeholders. The quickest way to get your real numbers is a small test: call 20 players and measure.

Question 3

Why are AI calls cheaper than a call centre in this calculator?

Accepted Answer

A human agent is paid for every dial, including the ones nobody answers, plus voicemails and wrap-up time. With Dial Milo, unanswered calls cost nothing and answered calls are billed per minute. The calculator uses the same answer and reactivation rates for both so the cost is the only difference.

Question 4

Can I call players who self-excluded or didn't give consent?

Accepted Answer

No. Self-excluded players, whether on a national register like GAMSTOP, Spelpaus or OASIS or on your own exclusion list, and players without valid marketing consent must be removed before any marketing contact. The calculator takes them off the top for that reason.

Question 5

Is a reactivation call always a marketing call?

Accepted Answer

Not always. A call to help with a failed deposit, a verification document or an account question can be a service call. Rules differ by market, so check with your compliance team which calls count as marketing where you're licensed.

Player reactivation ROI calculator

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