Commercial

Terms and definitions

Contents · Commercial

1. Definitions
2. General terms
3. Level A
4. Level B
5. Level C
6. Add-ons

1. Definitions

Terms are ordered by access level - from what requires nothing at all (exports, BI) to the warehouse and external systems needed for deeper levels.

Warehouse (DWH) - the operator's fact store (ClickHouse, BigQuery and similar): history of transactions and events (bets, payments, bonuses, withdrawals, sessions).
Replica - a read-only copy of the operational DB (Postgres and similar) or the affiliate platform DB.
Exports - agreed files in CSV / XLSX / Google Sheets (period aggregates, per-player cumulative, events).
BI - dashboards and aggregates from the operator's management and product analytics (Tableau, Power BI and similar).
user_id - internal player identifier. Contacts (email, name, phone, address) are excluded on the client's side before the export is handed over; user_id is enough at every level.
partner_id - affiliate identifier (Stag and similar). Affiliate contacts are not requested; partner_id is enough at every level.
Casino back office - the operator's brand / platform admin panel on top of the operational DB (players, transactions, events and similar).
Affiliate platform - a tracking platform for affiliate marketing (Affilka, NetRefer and similar).
Traffic tagging - source type (SEO, PPC, FB and similar) and deal terms on the path to registration and FTD.
CRM - the player relationship management system: segments, statuses, communications and contact history (Customer.io, Optimove and similar).
ISR - the operator's and platform's internal management reporting. Needed to determine Royalty (Game Provider Fee, Payment processing cost and similar) as a participant in the waterfall: GGR; - Bonus → NGR; - Royalty → Gross Profit; - ∑ CAC (PP) → Income.
Payments back office - the admin panel for the payments and cashier service, with methods, PSPs and transaction processing (PaymentIQ / DevCode, FinteqHub and similar).
Session services - session recording and behavioral heatmaps (Hotjar, MS Clarity and similar).
Page tagging - screen tagging for a quality CJM.
CS back office - the admin panel for the customer support service, with a ticketing system and live chat for player support (Intercom, Live Chat and similar).
Call Service - an external outbound-call system (e.g. Vapi/Twilio).
AF service - an anti-fraud service cross-checking devices and accounts (Fingerprint and similar).
SEO tools - rankings, indexing and the link profile (Google Search Console, Ahrefs and similar).
Review portals - accounts on brand review and mention portals (AskGamblers, Trustpilot and similar); access enables further integrations.
Workflow regulations - internal descriptions of marketing, CRM, support and product steps, on which the process audit and AI-rollout roadmap are built.

2. General terms (all levels)

The terms in this section apply to Level A, B and C alike and are not repeated in the level-specific sections.

Cumulative levels. A, B and C are different levels of access to the product and the data, not separate unrelated packages. Level B includes the Level A scope; Level C includes the Level A scope and the Level B aggregate layer (if Level B was not ordered separately, its scope is still included in C). A level is ordered as a whole - individual modules are not offered piece by piece.
Discount for a completed Level A. If Level A has already been done, its cost is credited when ordering Level B or Level C (see the pricing table in sections 3-5).
Mode of work. Read-only at every level starting from Level B - writes and integrations into the client's production systems are not part of the audit scope. Level C additionally works under NDA.
PII-free identification. At every level where there is access to player and affiliate data (B and C), identification is by user_id and partner_id (Stag and similar). Player and affiliate contacts (email, name, phone, address) are not requested at any level.
Default period. Level B and C: the last 9 months; a deeper period - by separate agreement.
Geography. One brand, with the target GEO set at the start. GEO-dependent modules (locale, content, SWOT, trust, support) are assessed at every level for one target GEO, as at Level A. Quantitative modules at B and C are calculated across all of the brand's GEOs with a distribution by top countries (top 3 at B, top 5 at C); the top is determined by scoring on depositor count and stable deposit sum, not chosen by the client. Additional GEOs - by separate agreement.
Competitors. SWOT and market comparisons are built against 3 agreed competitors - at every level that has a "Market, support and reputation" module.
Landscape snapshot. Level B and C: the package composition is refined by agreeing which fields, families and event tables are actually available in the client's stack - modules adapt to the facts, not to a wish list.
Sportsbook / prediction markets. At every level, only their presence and visibility are recorded, with no functional audit.
Final delivery. Every level closes with a consolidation of all its modules' findings into a single report, ranking tasks by operational payoff and implementation complexity, along with a qualitative assessment of how the proposed mechanics and tools would affect conversion, LTV and trust.

3. Level A - the player journey

Scope of work: the five Level A modules (player journey/cashier/games; design, content and locale; bonuses, loyalty and communications; market, support and reputation; outcome, data and decision) in full.
Cost: 15,000 USD - for one brand and one target GEO.
Turnaround: ~3 weeks from the start date, including a 14-day communications observation window running in parallel with the field scenarios.
Mode of work: from the outside, as an ordinary player, on the client's test accounts (desktop + mobile). From open sources - reputation on gambling portals and forums, top-level SEO, SWOT vs 3 competitors.
Access: product URL, list of competitors, target GEO, an affiliate landing page (if available - otherwise a link from review portals or search results).
Not required: admin panel, CRM, BI, warehouse (DWH) or any other internal access.
What to provide (required):
1. Product URL (web); app links if available.
2. A link to the affiliate-link registration landing page - if there isn't one, it is sourced from review portals or search results landing pages.
3. Target GEO (one in the base offer); additional GEOs - by separate agreement.
4. A short brief: priority problem areas.
5. A list of 3 competitors - the client's list, or approval of the option we propose.
Not required at this level: exports and internal access - the work is done from the outside, as an ordinary player.

4. Level B - numbers without the warehouse

Scope of work: the nine Level B modules (Level A + player journey/cashier/games; design, content and locale; bonuses, loyalty and communications; traffic and affiliates; retention and churn; VIP; P&L/LTV/unit economics; market, support and reputation; outcome, data and decision) - to the extent allowed by the actual aggregate package and the agreed list of tier-3 pages.
Cost (per brand): 30,000 USD. If Level A has already been done - 15,000 USD.
Turnaround: approximately ~6 weeks from the start date, including the Level A scope; the exact timeline depends on the number of families in the package and how complete the fields turn out to be after the landscape snapshot.
Mode of work: de-identified aggregates for the last 9 months across all of the brand's GEOs - an overall picture plus a distribution by top-3 countries and a summary "rest" row. GEO-dependent modules - for one target GEO.
Access: period aggregates and a per-player cumulative export (user_id, partner_id, lifetime totals, dates of the first and last deposit and withdrawal, status and tags). No contacts and no event history.
Not required: event history, CRM, the full warehouse (DWH), the affiliate platform; cost, expense line items and LTV (calculated at Level C).
What to provide (required):
1. Level A inputs (the Level A scope is included in Level B).
2. An updated landscape snapshot.
3. Period - the last 9 months by default, the same for every family in the package; geography - all of the brand's GEOs (country as a cut, not a scope limit); the top-3 countries for the cut are determined by scoring, not set in advance.
4. A PII-free aggregate package per the agreed field list - tables, dashboards or read-only BI.
5. Confirmation that the metric names in the client's dashboard match the canonical ones - reconciled together during validation.
Minimum field set for aggregate package B: period and country as a cut; registrations, FTD, first-deposit attempts and failed attempts; Dep2 and Dep5 counts, active depositors, retention D1/D3/D7/D14/D30/D90 (where available); GGR, NGR, bonus cost or bonus_used with a note on its match, deposit and withdrawal sums, withdrawal count, bet volume and count; FTD cut affiliate entry vs organic.
Minimum fields for the per-player cumulative export (one row per user_id): user_id and partner_id (Stag); deposit and withdrawal sums and counts; bet sum and win sum; GGR and NGR per player; accumulated bonus and the share of bonuses in GGR; dates of the first and last deposit and withdrawal, registration date, last login date; account status, operator tags (VIP grade, risk flags), country and language, date of birth and gender.
Not required at this level: player and affiliate contacts (not needed at any level); the full warehouse (DWH), replica, CRM and affiliate platform (Level C access items); cost, expense line items and LTV.

5. Level C - the full economic loop

Scope of work: the nine Level C modules (player journey/cashier/games; design, content and locale; bonuses, loyalty and communications; traffic and affiliates; retention and churn; VIP; P&L/LTV/unit economics; market, support and reputation; outcome, data and decision) - to the extent allowed by the actually available event tables.
Prerequisite: the landscape snapshot.
Cost (per brand): 50,000 USD. If Level A has already been done - 35,000 USD.
Turnaround: ~10 weeks from the start date, including the Level A scope; depends on the content of the landscape snapshot and the state of the data.
Mode of work: read-only, under NDA, for the last 9 months across all of the brand's GEOs - an overall picture plus a distribution by top-5 countries and a summary "rest" row. GEO-dependent modules - for one target GEO. A deeper period and additional GEOs for qualitative modules - by separate agreement.
Fraud-model limitation: the "cohort vs market" fraud models, behavior patterns and individual regional player specifics are primarily oriented toward tier 1 GEO. The rest of the B and C scope is not affected by this limitation.
Access (under NDA), mandatory: warehouse (DWH) / replica / brand back office, CRM, affiliate platform and ISR.
Access, optional: payments / AF / CS and Call Service back offices, session services and page tagging, SEO tools, review-portal accounts. Without a specific optional access item, the corresponding catalog row is not included in the package; we can help integrate a missing tool - once the access is available, the relevant data is added to the report.
Identification: user_id and partner_id (Stag and similar). No PII.
Affiliate platform: needed to calculate traffic cost, including its distribution, and to compute the click funnel. Without this data, the "Traffic and affiliates" module shrinks to a revenue cut by source.
What to provide (required):
1. Level A inputs (the Level A scope is included in Level C).
2. An updated landscape snapshot.
3. An NDA and an agreed access mode: warehouse (DWH), replica or direct read-only DB access.
4. Period - the last 9 months by default, the same for every module; geography - all of the brand's GEOs (country as a cut, not a scope limit); the top-5 countries for the cut are determined by scoring. If markets opened at different times, per-country launch dates are provided.
5. Transaction and event history for the tables listed below.
6. Access to the affiliate platform (Affilka, NetRefer and similar) plus traffic tagging (source type and deal terms on the path to registration and FTD: type and price, admin fee and adjustments; listing fee - optional). Cuts by source type are not available without this tagging.
7. Internal VIP classification - for the VIP module; without it, the review reduces to an aggregate grade distribution.
Event tables (minimum history scope):
- Payments - deposits and withdrawals row by row: user_id, amount, currency, method, PSP, status and error code on failure, a repeat-attempt flag, timestamp.
- Bets - bets and wins row by row: user_id, game, provider, vertical, amount, a real-money or bonus-money flag, timestamp.
- Bonuses - issuance, activation, wagering, usage, cancellation and expiry: user_id, bonus type and code, amount, wager requirement and progress, timestamp. The only source of "bonus → deposit" attribution.
- Sessions - login, duration, device, timestamp.
- CRM - sends and responses by channel: user_id, campaign, message type, timestamp.
- Traffic - partner_id (Stag) from the warehouse; clicks/visits and spend for the period from the affiliate platform; source type and deal terms only from traffic tagging.
- Cost line items - provider cost and fee groups, PSP, white label, marketing.
- Balance corrections and administrative actions - for calculating actual NGR and for anti-fraud.
Not required at this level: KYC documents, scans and selfies (verification status is enough); write access (work is read-only).

6. Add-ons (on top of Level C)

Add-ons are integrations providing a standing loop instead of a one-off cut in the Level C report. They are ordered as a separate proposal after the audit; they are not included in the base price of Level C.

Scope: integrations run together with the client's team. They require work with the platform API (e.g. the Bonus API), internal communication channels (e.g. Slack) and other touchpoints - the exact scope depends on the landscape snapshot.
List of add-ons:
1. RFMVPS (integration) - a live RFMVPS attribute in the CRM and a regular recalculation of the six axes on top of the full scoring in the "Retention and churn" module.
2. Automation of personal bonus offers (integration) - auto-issuance and orchestration of personal offers on top of the "segment → offer" matrix from the "Bonuses, loyalty and communications" module.
3. Negative-GGR buffer management assistant, incl. alerting (integration) - a live buffer, thresholds, alerts and auto-actions on top of the buffer-management effectiveness from the "P&L, LTV and unit economics" module.
4. Personalized lobby (integration) - personal lobby and product delivery at runtime on top of the segment priorities from the "Bonuses, loyalty and communications" module.
5. Cashier alerting (integration) - an alert when the Acceptance Rate drops by method, spikes in declines, provider degradation, on top of the extended cashier analytics; requires additional access to the payments back office.
6. CJM behavioral layer: continuous collection (integration) - continuous collection of clicks, rage clicks, on-screen returns and scroll, on top of the one-off behavioral-layer map; requires additional access to page tagging and session services.
7. Support analytics automation and alerting (integration) - an alert on SLA breaches and queue spikes plus automated routing and template responses; requires additional access to the Customer Support back office.
8. AI: integration assessment - discovery (interviews, a map of manual steps, a shortlist of use cases, a list of data needed) and a workflow audit with a rollout roadmap; requires additional access to workflow regulations. The rollout itself is a separate proposal after the audit.
9. Reputation monitoring (integration) - automatic collection of trends and new reviews on top of the Level A breakdown of open sources; requires additional access to review-portal accounts.
Operational boundary and inclusions:
- Boundary: package C delivers a one-off operational snapshot; an add-on delivers a standing, self-sustaining loop on top of it.
- Included in package C when access is available (not an add-on, part of the base package): SEO analytics (with access to SEO tools), extended cashier analytics (with access to the payments back office), support analytics (with access to the CS back office). High-depth cashier metrics and the behavioral-layer analysis are included in the base package when the warehouse (DWH) is accessible.

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