Why Champions League Final are a CRM Goldmine?
In the iGaming world, timing is everything. While trigger-based recurrent campaigns matter, the true growth accelerators often come in waves, especially those driven by major sporting events. With the Champions League final set for May 31st, operators with a sharp CRM strategy for iGaming are entering what could be one of the most profitable weekends of the season.
Data from our previous years shows that bet volume during such events can spike up to 3.5x compared to regular periods. But there’s a catch: those who experience such growth aren’t simply riding the wave; they create it through strategic CRM execution.
Think of your CRM as the backstage crew of a blockbuster play. Even an excellent star couldn't save the show without the right lighting, sound, and cues. When CRM is aligned with event momentum, your brand becomes the stage where every player wants to perform.
With the Champions League final (and other big events) around the corner, we’ve lined up smart ways to make your CRM strategy for iGaming work harder, turning game-day buzz into real results.
Before the Whistle: Laying the Groundwork
The pre-event phase is when you build awareness + emotional tension.
This phase is all about capturing attention and expanding your engaged audience in every possible channel. Treat it like a pre-game huddle to get your players focused, excited, and informed.
Tease, don’t Spoil: A well-timed teaser campaign across your CRM channels (email, SMS, push, in-app) can spark curiosity. But beware: teasing too early can cause players to delay action;
Unify your Message: Create a compelling hook, with an exclusive bonus or boosted odds, and broadcast it consistently across every channel;
Reactivation Opportunity: This is a great moment to reconnect with dormant users. A powerful message like “The Final You Can’t Miss” with an attractive bonus could pull them back in;
Think in Numbers: Every new engaged user in your CRM base is a seed that, with the right triggers, could grow into higher LTV.
Your CRM base is your bench. Expanding it now could mean you’ll have more star players ready to hit the field when the whistle blows.
Game Time: Maximize the Momentum
During the event, it’s time to drive urgency + maximize cross-sell.
The match has kicked off! Now’s the time to turn anticipation into action. Every update, goal, and substitution is a CRM moment waiting to happen.
Push, Ping, Repeat: Are the odds updated? Has a key player been benched? That’s a reason to message. CRM is about relevance in real time;
Cross-sell cleverly: Players who bet on sports and casinos have a 22% higher retention rate. Use the moment to suggest a reward that bridges both:
“Bet €10 on the final and get 10 free spins.”
Prioritize your VIPs: Custom bonuses, early market access, and personal account manager messages. The segmented CRM strategies make your most valuable players feel like royalty.
It’s not the time to explain the rules. It’s time to read the field and give precise instructions.
After the Whistle: Keep the Fire Burning
It's not time to stop yet. The post-event means that you can retain and extend your players' lifecycles.
Ride the afterglow: Create follow-up campaigns that celebrate wins or soften losses with personalized messages > “Didn't hit the jackpot? Here's a second chance bonus to bounce back!”;
Introduce recurring formats: Launch campaigns like “Sunday Sports Specials” to establish predictable, rewarding rhythms for players;
Segment wisely: Communicate differently with:
Those who bet and won;
Those who bet and lost;
Those who didn’t bet at all.
This improves personalization and gives players a sense that your platform understands their journey, which is a massive driver of loyalty.
Imagine your player logging in the day after the final, still hyped, and finding a message saying, “Thanks for playing. Here’s something to keep the streak alive.” That’s CRM done right.
Final Thoughts: CRM is a Growth Strategy for iGaming
Let’s face it: anyone can send an email blast or post a social media update. However, a well-played CRM game can be more like an orchestration.
For iGaming operators, especially during peak moments like the Champions League final, a CRM strategy aligned with the event lifecycle can be the difference between a modest spike and a game-changing performance.
This is about understanding your players' emotional and behavioral patterns and designing experiences that speak directly to those cues. That is the personalization we speak about when it comes to making the best player experience.
Reminders: Key CRM Opportunities around Major Events
Before: Build an audience, create anticipation, and reactivate dormant users;
During: Engage in real-time, cross-sell products, personalize VIP touchpoints;
After: Retain momentum, segment communications, and introduce recurring campaigns.
Make sure your compliance team is part of the playbook. No matter how creative or high-impact a campaign, it must be grounded in regulatory responsibility.
Collaborate closely with compliance at every step to ensure that all communications meet legal standards and that the message of responsible gaming remains front and center. It keeps the rulebook happy and, more importantly, it tells your players they’re betting with a brand that plays fair, smart, and for the long run.
You're already falling behind if you’re not treating your CRM strategy for iGaming as the key playmaker during events like the Champions League final. The operators who stand out are the ones who plan ahead, personalize every move, and understand the timing of their players and the game itself.
The #GateTo2050 vision reminds us that the future belongs to those who turn data into dialogue and campaigns into real connections. Check it out to see more!
