Reactivation
Marketing and CRM activity aimed at bringing lapsed or dormant players back to depositing and playing.
Definition
Reactivation targets players who have stopped engaging — often after a defined period of inactivity — using email, SMS, push, or bonus offers to prompt a return. It is usually cheaper than acquiring a brand-new player, so operators invest in win-back journeys and reactivation offers. The practice carries specific duties of care: many jurisdictions restrict or forbid contacting people who have self-excluded, closed accounts, or withdrawn marketing consent, and re-targeting a player who lapsed because of a gambling problem can cause real harm. Well-run programmes screen reactivation lists against self-exclusion and risk flags before any message goes out.
Worked example
A win-back email offering a modest free-spin bonus might be sent to players with no deposit in 60 days — but only after the list is filtered to remove self-excluded and marketing-opted-out accounts.
Why it matters
For a learner, it shows how operators recover lost players. For a professional, it is a high-ROI lever with sharp compliance and safer-gambling constraints — the list you exclude matters as much as the one you target.