The RFM model (Recency, Frequency, Monetary) is one of the simplest yet most powerful tools in CRM. By segmenting players based on how recently they played, how often they play, and how much they spend, operators can target campaigns with much higher efficiency.
Recency: how long since a player’s last activity.
Frequency: how often a player engages in a given timeframe.
Monetary: how much revenue the player contributes.
RFM segments let CRM managers design more personalized retention and reactivation campaigns.
RFM is the foundation for more advanced models like CLV or predictive churn analysis. Starting simple helps you build scalable CRM practices.