How push notifications work in mobile casinos

1) What the delivery chain consists of

Client (application): requests permission for notifications, receives device token (iOS APNs token/Android FCM token), processes clicks and deep link-and.

Casino backend/marketing platform: stores tokens, player profiles and segments, prepares content and restrictions (frequency limits, quiet hours).

OS Push Gateway:

APNs (Apple Push Notification service) — для iOS/iPadOS.
FCM (Firebase Cloud Messaging) - for Android (and sometimes iOS, as a proxy to APNs).
Analytics: sent → delivered → open → targeted action events, unsubscribing/token errors.

Key principle: the casino never "pushes" the notification directly to the phone - it always goes through the OS gateway (APNs/FCM).

2) Types of push notifications in the casino

1. Transactional: deposit crediting, withdrawal status, KYC confirmation, win/lose round, tournament ticket.

2. Promo/marketing: bonuses, freespins, tournaments, game releases, personal selections.

3. Responsible game: reminders of limits, breaks, reaching the daily budget.

4. Service/security: login from a new device, password change, warning of risky activity.

💡 Transactional - priority, come even with quiet hours (if they do not violate local rules). Promo - only if agreed and with frequency restrictions.

3) Permissions, opt-in and expectations

iOS: explicit system request; competent pre-prompt increases opt-in.

Android: Modern versions also require an explicit request for notifications.

Best practices: ask permission after a useful event (deposit, tournament subscription), not on the first screen.

Transparency: Explain what types of pooches will come (transactional/promo/responsible) and give switches.

4) Segmentation and personalization

Segments: country/currency, language, favorite providers, game frequency, devices, "cabinet" roles (VIP/new/sleeping).

Topics: subscriptions to tournaments, providers, types of games.

Personalization: name/nickname (no PII), favorite games, dynamic amounts ("your cashback is ready"), geo/time zone.

Deeplink-i: lead not to the lobby, but to a specific screen (game, cash register with a pre-filled amount, tournament).

5) Technical details of delivery

FCM:

Notification messages - displayed by the system, simple configuration.
Data messages - get into the application (for background logic and in-app messages).
Collapse key/TTL - so as not to accumulate outdated promos.
APNs: priority, mutable-content (for media), action categories.
Tokens: updated; don't keep them forever - delete undeliverable ones.
iOS Live Activities/Push To Live Activity (where available): neat for tournaments and queues, do not abuse.

6) Content: Structure, Media and Localization

Title (up to ~ 40 characters): essence and value; avoid clickabate.

Text (up to ~ 120 characters): specifics + call to action.

Rich push: pictures/videos/emoji - test; on iOS/Android, support is different.

Localization: interface language + currency; consider the date and time format (local quiet hours).

7) Frequency, quiet hours and noise control

Frequency cap: e.g. no more than 1-2 promos per day/5 per week.

Quiet hours: local (by player time zone) - e.g. 22: 00-08: 00; transactional can be delivered gently (without sound).

Superposition of channels: if you have already sent e-mail/SMS, do not instantly duplicate the same push.

Auto-pause: if you are tired (a series of undiscovered fluffs), temporarily turn off the promo.

8) Legal requirements and ethics

Consent to promo: document opt-in/opt-out, keep time and source of consent.

GDPR/local laws: right of refusal, clear policy and centralized notification settings.

Responsible play: Don't fluff aggressive promos at night/after a losing streak; observe limits and risk signals.

Privacy: do not include amounts, card numbers, wallet addresses in the push - show transaction details after opening the application.

9) Safety, fraud and abuse

Sign the traffic and check the keys when accessing FCM/APNs.

Internal limits and anti-fraud: one share - one push; protection against "loop" retraces.

Content control: forbidden words/triggers, compliance with age and regional rules.

Log audit: who sent, when, on which segments, what restrictions applied.

10) In-app messages vs push

In-app (appear when the application is active): for onboarding, tips, upsale and responsible play - without the risk of "making noise" to the user.

Push - when the application is not active and you need to return attention.

Combine: if the push is delivered but not open, show a soft in-app the next time you start (no intrusiveness).

11) A/B tests and metrics

Test: title, send time, media content, CTA, personalization, deeplink.

Metrics: delivered, open (CTR), target action/conversion, unsubscribe, complaints, LTV/ARPU uplift.

Cohort approach: Compare to "no pooches" control group, consider incremental effect, not just CTR.

12) Pooch in PWA and Telegram WebApp

PWA: web-push is supported in modern browsers (iOS - with nuanced permissions); ask for consent contextually, keep topic subscriptions.

Telegram WebApp/bot: use native Telegram notifications (not web-push) - transaction and service messages in chat + action buttons.

13) Script orchestration (example)

1. The player activates the tournament → turns on the topic "tournament."

2. 10 minutes before the start - push with deeplink in the tournament lobby.

3. In the process - in-app banner about an interim award.

4. After the victory - transactional push "reward credited" (without amount), deeplink in history.

5. If the player did not open 3 fluffs in a row - auto-pause promo for 7 days.

14) Frequent mistakes and how to avoid them

Early permission request → low opt-in. Use pre-prompt and the moment of "value."

One template for all countries → conflicts with local rules and time zones.

Without deeplink → many discoveries, few targeted actions.

There are no frequency limits → unsubscribes and complaints.

Personal data in the text of the push → the risk of leakage.

Expired fluffs (without TTL/collapse) → the user receives a nonrelevant.

Lack of unsubscribe → violation of laws and deterioration of the sender's reputation.

15) Mini checklist before campaign launch

1. Segment and target defined; transactional and promo are separated.

2. There is a deeplink to the target screen and a backup path (if the session has expired).

3. Configured frequency cap, "quiet hours," localization and legality of pooch.

4. TTL and collapse key specified (for FCM).

5. Prepared A/B test (topic/time/media).

6. Metrics and control group are configured.

7. The texts are checked for compliance with the policy of responsible play and privacy.

16) FAQ

Why didn't you get the push?

Disabled permissions, outdated token, offline device, TTL expired, OS power saving restrictions - check the gateway logs.

Is it possible to push the winnings?

Better not. Show details after opening the application; it is safer and more correct in terms of privacy.

How many pooches are "normal"?

For promo - 1-2 per day (ideally less), with a tough weekly-cap and respect for quiet hours. Transactional - by event.

Do I need pictures?

Test. CTR is often increased, but relevance and deeplink are more important.

Which is better - push or Telegram message?

Depends on the channel where the player is active. Combine so as not to duplicate or "make noise."

Push notifications in mobile casinos are effective when the balance of technology (APNs/FCM, tokens, TTL, deeplink), ethics and law (opt-in, frequency limits, responsible play) and product logic (segmentation, personalization, correct scenarios) is observed. Build a system of "first value, then contact," measure the increment, respect privacy - and fluffs will become a channel that really helps both the player and the business.