Beyond Bonuses: Real-Time Data’s Role in Smarter Casino CRM

_{Paul Crisp of Simplify discusses how CRM and AI are redefining the online casino experience. (Image: Symplify)}

In the fast-evolving world of iGaming, the power of real-time data is transforming how operators engage with players. Paul Crisp, CMO at Simplify and a long-time leader in AI-driven CRM and personalisation, recently joined the Casinos.com podcast to share insights from inside the machine.

Symplify is a Stockholm-headquartered cloud services provider offering Marketing Automation, CRM, and CRO solutions. With 20 years of web experience, it helps businesses boost revenue while reducing workload. Its global footprint includes offices in Canada, Denmark, Hong Kong, and Malta. Notable clients include Klarna, Mr Green, Harper Collins, Danske Bank, Bonnier Publications, and SATS.

CRM: More Than Just Marketing

"CRM can be a slightly bastardised term nowadays," Crisp admitted. Once a simple conduit between operator and customer, customer relationship management (CRM) has become a sprawling mix of segmented marketing, retention strategies, and real-time engagement.

In gaming, CRM goes far beyond email campaigns. It manages how operators communicate with players across channels, sometimes with offers, other times with account-related updates or responsible gambling alerts. As Crisp put it:

"It’s how a label manages its customers with outbound communication."

From Newsletters to Neural Nets

Crisp's journey began in the early 2000s in Stockholm during the online poker boom. He transitioned from bar shifts to poker marketing at pokeroom.com, building primitive newsletters that hit everyone, engaged or not. Back then, even basic comms yielded massive results.

Today, the bar is higher. Players expect relevance, and CRM tools have evolved accordingly. Crisp recalled those early days with a laugh, noting that modern platforms like Simplify allow operators to instantly react to player behaviour using real-time data and AI.

Why Real-Time Data Matters

What makes casinos different from traditional eCommerce is the sheer volume of user interactions. A player spinning reels or placing bets for 20 minutes can generate thousands of rows of data.

"Everybody wanted access to data," Crisp said.

"but the trouble is there's so much of it, it quickly becomes overwhelming."

That’s where AI steps in. At Simplify, behavioural data is analysed live to flag two key areas: personalisation and responsible gaming. Whether it’s detecting early signs of problem gambling or recognising VIP-level behaviour, Crisp said, "instant awareness" can trigger meaningful, timely interventions.

Listen to the full interview on our podcast

Predicting the Players That Stick

A player’s first few sessions reveal a lot, and operators need to act fast. From simplifying the onboarding process to offering personalised content, like prioritising cricket for a fan in Sweden, CRM is about reducing friction.

Simplify's Customer Journey Planner lets CRM teams digitise their onboarding blueprints and build personalised pathways from day one.

"You want to prolong that new car smell," Crisp said.

"Every operator has a 24-hour, 3-day, 10-day plan. We just make it work better."

Retention Red Flags

Churn is the industry's silent killer. Crisp says early warning signs often include declining engagement with marketing channels, especially email.

"If they open but don’t click, it’s heartbreaking," he said. 

"They saw your message and didn’t care enough to act." 

That suggests your segmentation or offer strategy is off, and real-time tools can help correct course.

Smarter Bonuses, Not Just More

Bonus fatigue is real. Especially in markets like Sweden where bonuses are tightly regulated, giving something away for free doesn’t always translate to loyalty. Crisp believes intelligent segmentation can help:

"Some players don’t want bonuses. They just enjoy the product. But they’re ignored in favour of bonus hunters."

Simplify uses behavioural patterns to identify who responds to offers and who doesn’t, enabling operators to cut waste and boost ROI.

AI Isn’t Magic, Yet

AI is having a moment, but Crisp remains pragmatic. He likens it to early electricity: great for lights, and eventually, for appliances. "We’re just figuring out it can do other stuff."

For CRM, AI helps with everything from auto-generating content to analysing data sets no human could reasonably digest. But Crisp cautioned against seeing it as a silver bullet. "It’s an iterative process. We’re not ‘there’ yet."

Regulation as a Catalyst

With compliance tightening across geos, innovation can feel constrained. But Crisp sees legislation as a force for good.

"It doesn’t have to be an innovation blocker," he said. "It propels us to offer safer, better-designed products."

Whether flagging problematic play or streamlining onboarding to meet KYC regulations, CRM tools are increasingly compliance-first by design.

Looking Ahead

In the next 5 to 10 years, Crisp predicts an even deeper integration of behavioural analytics into the casino experience.

"What we’ve seen with personalisation over the past five years has been seismic," he said. 

That trend isn’t slowing. As long as operators continue investing in real-time intelligence, the smart money is on CRM, and AI, redefining what player engagement really means.