How to work with push traffic and its segmentation

Push is a fast and inexpensive audience return channel. In iGaming, this is also a zone of increased responsibility (YMYL): strictly by agreement, without clickbait and "promises of results," with visible frequency settings and links to Responsible Gaming. Below is a systematic approach: from infrastructure and consent to segmentation, frequencies and measurements.

💡 Disclaimer: comply with the requirements of your jurisdiction, age restrictions (18 +), site/platform rules and principles of responsible play.

1) Push types and when to use them

Web Push (browser) - quick mass alerts, session retarget. Work even without an open site (after consent).

App Push (FCM/APNs) - high delivery, deep deeplink scripts, individual "quiet hours."

In-App - banners/modals inside the application/mobile: for onboarding, statuses, prompts.

OS/platform restrictions - respect quiet hours, do not disturb mode, frequency limits.

2) Consents, preference center and infrastructure

Consent (opt-in)

Native prompt - after the prelide screen, where the benefits and topics are explained (onboarding prompt → native prompt).

Only voluntarily; no "standing" ("we will not let you go without consent").

Preference center

Topics: payments/statuses, news/demos, Responsible/support.

Frequency: "rarely," "once a week," "immediately about important changes."

Easy unsubscribe from the notification.

Infrastructure

Reliable storage of tokens and their deduplication (multi-devices).

Deeplink/Universal Links + deferred deep link, UTM-метки.

Failover: resubmit on undelivered tokens (with backoff).

Separation of trigger/mass flows and logging of events.

3) Segmentation: what to build audiences from

Life cycle

New (D0-D7), active (last 7-30 days), on the verge of outflow (7-14 days without visit), inactive (30/60 +).

Behavior

Opened demo/read guides, completed/dropped KYC, made deposit/requested withdrawal, questions in support.

Context

GEO/language/currency, device, favorite verticals/providers, "night/day" activity slots.

Statuses and risks

KYC: waiting/approved/rejected; Payment statuses RG-state (limits, pauses, self-exclusion).

Rule: if the user has active limits/self-exclusion - only informational/supporting messages, without promo.

4) Content and scripts (ethical and helpful)

What's appropriate

Statuses: "KYC confirmed," "Output processed/queued," "Local method available."

Training and demo: "New release - demo without registration," "Hyde: how to read the terms of the bonus."

Responsible/support: "How to set limits," "Where to get help."

Rule/condition updates: condition tables on the page, with no promises to "instantly everyone."

What to avoid

Pressure, clickbait, "guaranteed wins," pseudo-urgency timers, limit bypass/GEO.

Micro push structure

Title ≤ 40-45 characters, text ≤ 90-120, one CTA, emoji - minimum and case.

Deeplink to a specific screen (demo/conditions/status), campaign labels.

5) Frequencies, windows of silence and rotation

Channel limits: no more than 1-2 per day per user, for triggers - priority over mass.

Quiet hours: specify locally by GEO/time zone, respect system DND.

Fatigue signals: ≥30% drop in open/CTR with stable coverage - reduce frequencies/change subject.

Channel coordination: email/push/in-app should not "shoot" at the same time; orchestrator with priorities.

6) A/B tests and personalization

Hypotheses: title (informative vs clarifying), order of fields in the card, availability of an update date, deeplink route (push→demo vs push→LP).

Target: segments by life cycle and GEO.

Rules: one factor at a time; duration - full weekly cycle; minimum 400-600 clicks/option for first leads.

7) Metrics and Analytics

Push funnel

1. Opt-in rate

2. Delivery rate/undeliverable (token dump)

3. Open rate (web/app), Direct open vs "forced" opens

4. CTR (to target deeplink)

5. Post-click: engaged time, targeted action (KYC/demo/FAQ/chat request)

6. Complaints/unsubscriptions, change in frequency of visits, impact on D1/D7/D30

Dashboards

By segment (life cycle, GEO, device), by topic (status/training/Responsible).

Time map (hour/day of the week), fatigue monitor.

8) Security, compliance and privacy

Explicit consent, easy to change/disable; one-click privacy policy.

Age mark and Responsible in relevant scenarios.

Store tokens as personal data (encryption, lifetime, recall).

For users with self-exclusion - no promos; only service and assistance.

Use neutral wording and ranges (e.g. "usually 15 min - 24 h after KYC").

9) Anti-patterns (break deliverability and trust)

Request permission on the initial screen without explanation.

Massive fluff to all segments "for the sake of coverage."

Many topics in one notification and 2-3 CTA.

Unreadable previews (long titles/emoji spam).

Reuse of outdated tokens, lack of unsubscribe from the push.

Messages during "quiet hours," clickbait and "promises."

10) Templates (safe wording)

Training/Demo

Caption: "New release - demo without registration"

Text: "A brief guide to the mechanics and rules inside"

CTA: "Open Demo"

Conditions/Rules

Headline: 'All bonus terms - on one page'

Text: "Wager, timing, game contributions - table and examples"

CTA: "View Terms and Conditions"

Payments/statuses

Title: "Output in process - status updated"

Text: "Usually 15 min - 24 h after KYC. Details by method"

CTA: Check Status

Responsible/support

Headline: "Set Limits - Play Responsibly"

Text: "A couple of clicks in the profile. Any questions? Chat 24/7"

CTA: Open Settings

11) Technical checklist before start-up

Onboarding-prompt → native prompt, friendly subscription topics
Preference center: themes/frequencies, unsubscribe in 1 click
Deduplication, Expiration, Re-registration Tokens
Deeplink/UTM, deferred deep link, deep screen
Quiet hours by GEO/time zone, channel orchestrator
Логи: send/delivered/open/click/error; domain reports
A/B framework, post-click goals, resend protection
Policies for RG/KYC/Self-Exclusion (Campaign Filters)

12) 30/60/90 day implementation plan

0-30 days - foundation

Enter the prelide for opt-in, assemble the preference center.

Configure tokens, deeplink, quiet hours.

Run 3 basic scenarios: KYC status, conditions update, demo novelties.

Dashboards: opt-in, delivery, open, CTR, complaints/unsubscribes.

31-60 days - deepening

Segmentation by life cycle and behavior; RG exceptions.

A/B: title, route (demo vs LP), send time.

Coordination of email/push/in-app and frequency caps.

Fatigue logic and topic rotation.

61-90 days - scale and quality

Localization by GEO and currency; personalization by interests (no pressure).

Incremental tests: holdout groups, D7/D30 impact assessment.

Auto-alerts: a surge in complaints, a drop in open/CTR, an increase in non-delivery.

13) Mini-FAQ

When to ask permission for web-push?

After a short prelide explanation of the benefits and the choice of topics - above opt-in and fewer complaints.

Which is more important: open or CR?

Both. But make the decision to scale based on post-click (useful actions) and complaints.

Do I need to send everyone the same news?

No, it isn't. Relevance> coverage. GEO/interest/status segments and frequency caps.

A push channel is effective when it is voluntary, relevant and ethical: understandable topics and frequencies, respect for quiet hours, deep deeplink scenarios, segmentation by life cycle and behavior, measuring not only open/CTR, but also useful actions. In iGaming, add Responsible and transparent conditions - and push will become a stable driver of returns and traffic quality, and not a source of complaints and blocking.