+9% GGR
Initiative
Rewards Club A/B Test
The four-month U.S. A/B test measured GGR, active-player days, and generosity perception together as part of the Rewards Club readout.
Design Impact
Initiative-level results across customer, operator, and platform work.
This page keeps reported results attached to the loyalty, reward, merchandising, workflow, and infrastructure initiatives where they were measured. It does not treat one result as proof for every portfolio story.
Proof points
- Each measure stays attached to its named initiative
- Customer, operator, and platform results remain separate
- Case studies explain the decisions and scope behind the measures
Impact Highlights
Selected results from loyalty, reward formats, operator workflows, and platform work.
The measures are grouped by initiative so a loyalty result, workflow result, or infrastructure result does not become a generic claim about the entire portfolio.
+18% higher NGR
Initiative
Reward Machine Bonus Draw
Bonus Draw customers recorded higher NGR and eGGR than control, making reward format a concrete variable for the team to compare.
69% fewer CS contacts
Initiative
Bonus Spins Merch
The recorded merchandising comparison included fewer support contacts and higher bonus-spin use, keeping comprehension and utilization in the same readout.
$500K tax savings / month
Initiative
Casino Bonus Wallets
The recorded tax savings and reporting scale made foundational wallet work material to the business case.
+363% daily active players
Initiative
Games Global Bonus Spins
The Pennsylvania launch of Love Island Reel Vibes recorded this daily-active-player result.
0 bugs + same TTM
Initiative
Canada Parity
The Canada launch recorded zero bugs; equivalent post-launch features matched U.S. time to market and QA time per release was lower.
Rewards Club / Loyalty
A/B and rollout comparisons track active-player days, GGR, generosity perception, tier progression, CRM opens, and retention by initiative and period.
Reward Machine / Gamified Rewards
Bonus Draw, promotions-as-rewards, branded retention, and new-user comparisons keep each Reward Machine result attached to a named mechanic and cohort.
Bonus Spins / Promotions Mechanics
Reward-format, merchandising, campaign, and game-launch comparisons report conversion, usage, engagement, or support results within their measured contexts.
Operator Experience / Operational Efficiency
Workflow initiatives report time saved, testing-cycle changes, campaign setup time, and support demand for the operators and teams involved.
Platform / Infrastructure / Design Systems
Platform initiatives report launch quality, QA time, reporting scope, tax savings, and budget allocation at the initiative level.
Impact Timeline
The initiatives, outcomes, and learnings behind the portfolio stories.
Each entry keeps the initiative, reported outcome, and leadership lesson together without using the result to stand in for another story.
Date
Feb 2023
Initiative
Coming Soon Promos
Operator Experience / Operational Efficiency
Impact
- 20 hrs/month saved for CRM Ops
Leadership learning
The reported 20 hours per month stayed attached to the Coming Soon workflow, giving the team a concrete operator-efficiency measure.
Operator workflow efficiency
Date
May 2023
Initiative
Automated Play It Again
Operator Experience / Operational Efficiency
Impact
- 41% reduction in daily registration offer-related CS contacts
Leadership learning
The reported comparison recorded fewer daily registration-offer support contacts after the automated experience was introduced.
Registration support demand
Date
Jun 2023
Initiative
CPP-Powered Carousel
Platform / Infrastructure / Design Systems
Impact
- 10–15% increase in promo opt-ins
Leadership learning
The CPP-powered carousel recorded 10–15% higher promo opt-ins in the measured promotion context.
Promo opt-in comparison
Date
Jun 2023
Initiative
IGT Bonus Spins
Bonus Spins / Promotions Mechanics
Impact
- +8–17% NGR in Bet X Get Y bonus spins vs. casino bonus
- +5% uplift in Reg to FTD rate with Deposit & Get offer
Leadership learning
In the recorded comparisons, Bet X Get Y bonus spins returned higher NGR than casino bonus, while Deposit & Get recorded a higher registration-to-first-deposit rate.
Reward format comparison
Date
Jun 2023
Initiative
CPP Casino Testing Environment
Operator Experience / Operational Efficiency
Impact
- 30–35% reduction in testing timelines
Leadership learning
The testing-environment work recorded a shorter testing timeline, giving the team a direct measure of validation-cycle efficiency.
Testing cycle time
Date
Aug 2023
Initiative
IGT State Neutral Promos
Operator Experience / Operational Efficiency
Impact
- 20 hrs/month saved for CRM Ops
Leadership learning
The reported 20 hours per month stayed attached to the state-neutral promotion workflow and its reusable configuration pattern.
Configurable regulatory patterns
Date
Oct 2023
Initiative
Reward Machine Bonus Draw
Reward Machine / Gamified Rewards
Impact
- +18% higher NGR for Bonus Draw customers vs. control
- +22% higher eGGR vs. control
Leadership learning
In the reported test, Bonus Draw customers recorded higher NGR and eGGR than control.
Bonus Draw test result
Date
Dec 2024
Initiative
Rewards Club A/B Test Launch
Rewards Club / Loyalty
Impact
- +6% APDs during 4-month U.S. A/B test
- +9% GGR during test period
- +9% generosity perception score
Leadership learning
The four-month U.S. A/B test measured active-player days, GGR, and generosity perception in a single readout, giving the team a broader view of the test.
Rewards Club test readout
Date
Apr 2025
Initiative
Rewards Club Full Launch
Rewards Club / Loyalty
Impact
- +4% U.S. users maintaining or increasing loyalty tier (64% to 68%)
Leadership learning
The post-launch measure recorded a higher share of U.S. users maintaining or increasing their tier, from 64% to 68%.
Tier progression after launch
Date
May 2025
Initiative
HnP Bonus Wheel
Bonus Spins / Promotions Mechanics
Impact
- +3.4% weekly APDs vs. Bonus Spins ACO
- +8–10% higher excitement, generosity, and spin perception vs. ACO
Leadership learning
The HnP Bonus Wheel comparison recorded higher weekly active-player days and higher experience ratings than the Bonus Spins ACO.
Interactive format comparison
Date
Jun 2025
Initiative
Canada Parity
Platform / Infrastructure / Design Systems
Impact
- 0 bugs on Rewards Club Canada launch
- Same TTM as U.S. for equivalent Canada features post-launch
- 15% reduction in QA time per release
Leadership learning
The Canada launch recorded zero bugs; equivalent post-launch features matched U.S. time to market and QA time per release was 15% lower.
Canada launch quality
Date
Jun 2025
Initiative
Completed Promos
Bonus Spins / Promotions Mechanics
Impact
- 18% reduction in CS contacts for identical bonus spin campaigns
Leadership learning
Identical bonus-spin campaigns recorded fewer support contacts when completed-promotion status was available.
Promo completion support demand
Date
Jun 2025
Initiative
RM Promos as Rewards
Reward Machine / Gamified Rewards
Impact
- +0.9 weekly Reward Machine days for slot-led customers
- +1.8 weekly Reward Machine days for table-led customers
Leadership learning
The reported comparison recorded additional weekly Reward Machine days for both slot-led and table-led customer segments.
Segment-level Reward Machine use
Date
Jul 2025
Initiative
Bonus Spins Merch
Bonus Spins / Promotions Mechanics
Impact
- 69% reduction in bonus spin-related CS contacts
- +17% increase in bonus spin usage
Leadership learning
The same merchandising comparison recorded fewer bonus-spin support contacts and higher bonus-spin usage.
Merchandising support and usage
Date
Jul 2025
Initiative
Bonus Spin Wallets
Operator Experience / Operational Efficiency
Impact
- ~60% reduction in time to set up a happy hour bonus spins campaign
Leadership learning
The happy-hour bonus-spins workflow recorded an approximately 60% reduction in campaign setup time.
Campaign setup time
Date
Jul 2025
Initiative
Casino Bonus Wallets
Platform / Infrastructure / Design Systems
Impact
- $500K tax savings per month
- ~$700M annual budget with foundational reporting capabilities unlocked
Leadership learning
The recorded tax savings and reporting scope made Casino Bonus Wallets a material platform initiative rather than a front-end feature story.
Wallet reporting and tax savings
Date
Aug/Sep 2025
Initiative
MS Rewards Hub / Reward Box / Leaderboards
Rewards Club / Loyalty
Impact
- +62.5% Rewards Hub traffic in 30-day pre/post launch comparison
Leadership learning
Rewards Hub traffic was 62.5% higher in the recorded 30-day pre/post launch comparison.
Rewards Hub traffic comparison
Date
Sep 2025
Initiative
Dynamic Reward Box Template
Platform / Infrastructure / Design Systems
Impact
- 30% of total CRM budget reallocated to Reward Box
- 100% of Actives Flow delivered by Reward Box
Leadership learning
The recorded budget allocation and delivery share show how broadly the configurable Reward Box template was used in that operating context.
Reward Box budget allocation
Date
Oct 2025
Initiative
Canada Rewards Club
Rewards Club / Loyalty
Impact
- +3% APDs in 1-month Canada A/B test
- +10% GGR in Canada A/B test
Leadership learning
The one-month Canada A/B test recorded higher active-player days and GGR during the test period.
Canada A/B test
Date
Nov 2025
Initiative
Loyalty Branded Reward Box
Rewards Club / Loyalty
Impact
- 9–22 percentage-point higher open rates across all loyalty tiers vs. prior template
Leadership learning
The loyalty-branded Reward Box recorded higher open rates across tiers than the prior template in the reported comparison.
CRM template comparison
Date
Nov 2025
Initiative
Loyalty Branded Reward Machine
Rewards Club / Loyalty
Impact
- +5% weekly Reward Machine retention year over year vs. 2024
Leadership learning
The loyalty-branded Reward Machine recorded higher weekly retention year over year than the 2024 comparison period.
Year-over-year Reward Machine retention
Date
Dec 2025
Initiative
Games Global Bonus Spins
Bonus Spins / Promotions Mechanics
Impact
- +363% daily active players on Love Island Reel Vibes in Pennsylvania
Leadership learning
The Pennsylvania launch of Love Island Reel Vibes recorded this daily-active-player result.
Pennsylvania title launch
Date
Dec 2025
Initiative
Reward Machine New User Spins
Reward Machine / Gamified Rewards
Impact
- +10% Reward Machine APDs among new users
- +6% casino real-money APDs among new users
Leadership learning
The new-user comparison recorded higher Reward Machine and casino real-money active-player days for the measured cohort.
New-user activity comparison