iGaming Retention: How Player Behavior Is Shifting

In this episode of The Squared Table, Henk breaks down what a healthy casino actually looks like from the inside.

He and Victor talk about why most brands still overspend on acquisition while neglecting retention, why the second deposit matters more than the first, and how to read 7-day and 30-day cohorts to know if your marketing is working or just burning budget.

They also get into how regulation and tax moves (like recent hikes in Europe) quietly push players toward the black market, how that changes behaviour, and what operators can realistically do about it without crossing any responsible-gaming red lines. Finally, Henk shares practical ways to use timing, channels, and simple personalisation tricks in CRM to keep players coming back without annoying them.

• How Henk uses 7-day and 30-day cohorts, first-to-second-deposit rates, and session patterns to judge if a casino is truly healthy.
• Why so many operators underinvest in retention versus acquisition, and how onboarding and second-deposit nudges can lift LTV.
• How player behaviour is shifting as people jump between multiple casinos, and why copy-paste brands struggle to build loyalty.
• How increasing regulation and tax can push players to offshore sites, and what that means for growth and responsibility.
• How to use timing, channel preference, and simple personalisation for VIPs and regulars without spamming or overwhelming them.
• Why most brands don’t plan campaigns far enough ahead, and how even a basic 3–12 month plan can stabilise retention and revenue.