CRM Guides for Licensed Gambling Operators

Where to start

If you are designing a CRM from scratch or replacing one, read CRM architecture for consent-aware marketing first. It sets out the separate stores for identity, permissions and exclusions that the other guides assume.

If the system already exists and the question is how changes move around it, go to the customer event model. If you hold old lists, cut-down copies or exports, read data minimization in gambling CRM records before anything else.

Teams preparing a vendor integration should use the CRM integration checklist, and anyone responsible for self-exclusion handling should start with gambling suppression lists.

Guides in this section

• CRM guides

  CRM Architecture for Consent-Aware Gambling Marketing

  Separate stores for identity, permissions and exclusions, and one decision point that reads them all at send time.

• CRM guides

  Designing a Customer Event Model for Consent Changes

  The events, fields and ordering rules that let every system read a permission change the same way.

• CRM guides

  Suppression Lists for Self-Exclusion and Objections

  What a suppression list holds, how it survives deletion requests and how fast exclusions must reach it in each market.

• CRM guides

  Data Minimization in Gambling CRM Records

  Keep what marketing and evidence need, keep suppression data for good, and review the rest on a schedule.

• CRM guides

  CRM Integration Checklist for iGaming Platforms

  Eight checks before a CRM or marketing tool goes live: data flows, one-way permissions, exclusion feeds, send-time checks and rollback.

How these guides relate to the rest of the site

The CRM guides describe data. The rules that decide what the data must hold are in consent and compliance, and the workflows that read the data at send time are in automation.