Segmentation

Dividing players or partners into behaviorally meaningful groups — the precondition for every targeted decision.

Segmentation groups by what matters: value bands, game preferences, lifecycle stages, risk profiles for players; volume, quality, GEO, traffic type for affiliates.

Practice over taxonomy

Good segments are actionable (different treatment per segment), stable enough to manage, and refreshed as behavior drifts. CRM runs on lifecycle segments; VIP thresholds define service tiers (with RG overlays, as ever); program management runs on the partner tiers this glossary covers separately. The failure mode is segmentation as reporting decoration — segments that never change a treatment are analytics-flavored overhead.