TL;DR: Reactivation is the CRM process of bringing dormant iGaming players back to deposit and play, usually via segmented bonus offers, push and email triggered after a defined inactivity period.
What it means
A reactivation player is one who was an NDC at some point, churned (typically 30–90 days inactive), and is being re-engaged. Reactivated depositors are counted separately from NDCs in clean BI — they're cheaper to convert but have lower expected residual LTV than fresh acquisitions.
Reactivation campaigns are run in waves, segmented by tier (mass / mid / VIP), churn recency, and last preferred vertical. Offers escalate: low-cost free spins at 30 days, deposit match at 60, personalised VIP host call at 90 for high-value churners.
Formula / How it's measured
Reactivation Rate = Reactivated Depositors in period / Eligible Dormant Players targeted.
Example: 18,000 dormant players targeted, 1,260 redeposit within 14 days → reactivation rate = 7%. Incremental NGR vs holdout = $185K against $42K bonus cost.
Why it matters for operators
Reactivation typically delivers 3–5× ROI vs paid UA because there's no acquisition media cost — only bonus + comms. For mature brands, reactivation accounts for 15–25% of monthly NDC-equivalent deposits and is the single highest-ROI CRM activity if measured against control groups.
Common benchmarks (2026)
- 30-day dormant reactivation rate: 5–12%
- 90-day dormant: 2–5%
- 180-day dormant: 0.5–2%
- Reactivation bonus ROI: 2–5× when properly controlled
- Reactivated player 90-day residual LTV: 30–60% of fresh NDC LTV
Common mistakes
- No control group — taking credit for players who would have returned anyway
- Over-bonusing recent churners (they often self-reactivate)
- Reactivating players flagged by Responsible Gambling — a regulatory risk in EU markets
See also
- Churn Rate
- CRM (in iGaming context)
- Retention Rate
Reactivation campaigns and win-back
A reactivation campaign (also called a win-back campaign) is the practical execution of this concept: a triggered sequence — bonus offer, free spins or free bet, plus lifecycle messaging — aimed at dormant players, usually segmented by days since last deposit and historical value. The economics work because reactivating a known player is consistently cheaper than acquiring a new one.