Back office and CRM online casino system
Introduction
The back office and CRM system are the central tools for the operational and marketing management of online casinos. The back office provides control over financial and operational processes, support and compliance, and CRM is responsible for interacting with players, personalizing offers and automating campaigns. Their integration creates an end-to-end workflow from registration to player retention and return.
1. Back office architecture
1. Operation control panel
Monitoring deposits and payments, transaction status, manual adjustment of disputed cases.
Managing account limits and locks, notifications of anomalies.
2. Help Desk
Ticket system with priorities and SLA, integration of chat (live chat), email, phone calls.
Knowledge base and FAQ editor, response templates, communication history for each player.
3. Compliance module
Automatic and manual KYC/AML control: verification statuses, suspicious transaction reports.
Logs of operator actions, audit trail for regulators.
2. CRM system functionality
1. Player segmentation
Dynamic lists by activity (DAU, session dates), amount of deposits, profit losses (churn risk).
Geo-, demo-, behavioural and A/B segments for point targeting.
2. Marketing automation
Multichannel campaigns: email, SMS, push notifications, instant messengers.
Trigger mailings: welcome-series, reminders about abandoned sessions, reactivation for inactive ones.
Management of freespins, bonus codes and personal offers via API.
3. Loyalty and VIP programs
Setting up levels by turnover level, scoring, automatic transition between statuses.
Personal privileges: manager, accelerated payments, exclusive promotions.
3. Back Office and CRM Integration
Unified user base: a master table of profiles with key parameters and links to CRM segments.
Event architecture: The event bus (Kafka/RabbitMQ) transmits information about transactions, sessions and user actions to CRM for instant response.
API interaction: REST endpoints for building campaigns, automatically updating verification statuses and limits in the back office.
4. Analytics and Reporting
1. Operational office dashboards
Ticket processing time, number of requests per channel, average decision time.
Statistics of operator interventions in gaming and payment processes.
2. Marketing Analytics
ROI campaigns, segment conversion, LTV by traffic source.
Funnel tracking: From first contact to active player and re-deposit.
3. End-to-end analytics
Combining data from back office, CRM and BI: reports on the impact of promotions on GGR and retention.
Automatic generation of reports in PDF/Excel for management and regulators.
5. Security and access rights
RBAC and ABAC: fine-tuning rights for operators, marketers, compliance officers and analysts.
Two-factor authentication and SSO through corporate Identity providers.
Audit logs: an unchangeable record of all operations in the back office and marketing activities, irreducible stored for at least 5 years.
6. Scalability and fault tolerance
Microservice architecture: separate services for tickets, campaigns, segmentation and analytics deployed in Kubernetes.
Caching: Redis for operator sessions and quick access to frequently used CRM data.
Geo-replication: synchronizing back office and CRM between data centers to minimize delays and resiliency.
7. Practical recommendations
1. Start with a minimal MVP: implement a basic ticket system and simple segmentation, gradually add automation.
2. One source of truth: synchronize back office data and CRM, avoid independent copies of profiles.
3. DevOps and CI/CD: Automate service deployments, integration testing, and campaign code updates.
4. Staff training: regular training on work in the back office, AML/KYC procedures and CRM tools.
Conclusion
An effective combination of back office and CRM systems is the key to stable growth and retention of players in online casinos. Operational control, flexible segmentation, marketing automation and strong security create the conditions for rapid response to player requests, optimizing attraction costs and increasing platform profitability.
The back office and CRM system are the central tools for the operational and marketing management of online casinos. The back office provides control over financial and operational processes, support and compliance, and CRM is responsible for interacting with players, personalizing offers and automating campaigns. Their integration creates an end-to-end workflow from registration to player retention and return.
1. Back office architecture
1. Operation control panel
Monitoring deposits and payments, transaction status, manual adjustment of disputed cases.
Managing account limits and locks, notifications of anomalies.
2. Help Desk
Ticket system with priorities and SLA, integration of chat (live chat), email, phone calls.
Knowledge base and FAQ editor, response templates, communication history for each player.
3. Compliance module
Automatic and manual KYC/AML control: verification statuses, suspicious transaction reports.
Logs of operator actions, audit trail for regulators.
2. CRM system functionality
1. Player segmentation
Dynamic lists by activity (DAU, session dates), amount of deposits, profit losses (churn risk).
Geo-, demo-, behavioural and A/B segments for point targeting.
2. Marketing automation
Multichannel campaigns: email, SMS, push notifications, instant messengers.
Trigger mailings: welcome-series, reminders about abandoned sessions, reactivation for inactive ones.
Management of freespins, bonus codes and personal offers via API.
3. Loyalty and VIP programs
Setting up levels by turnover level, scoring, automatic transition between statuses.
Personal privileges: manager, accelerated payments, exclusive promotions.
3. Back Office and CRM Integration
Unified user base: a master table of profiles with key parameters and links to CRM segments.
Event architecture: The event bus (Kafka/RabbitMQ) transmits information about transactions, sessions and user actions to CRM for instant response.
API interaction: REST endpoints for building campaigns, automatically updating verification statuses and limits in the back office.
4. Analytics and Reporting
1. Operational office dashboards
Ticket processing time, number of requests per channel, average decision time.
Statistics of operator interventions in gaming and payment processes.
2. Marketing Analytics
ROI campaigns, segment conversion, LTV by traffic source.
Funnel tracking: From first contact to active player and re-deposit.
3. End-to-end analytics
Combining data from back office, CRM and BI: reports on the impact of promotions on GGR and retention.
Automatic generation of reports in PDF/Excel for management and regulators.
5. Security and access rights
RBAC and ABAC: fine-tuning rights for operators, marketers, compliance officers and analysts.
Two-factor authentication and SSO through corporate Identity providers.
Audit logs: an unchangeable record of all operations in the back office and marketing activities, irreducible stored for at least 5 years.
6. Scalability and fault tolerance
Microservice architecture: separate services for tickets, campaigns, segmentation and analytics deployed in Kubernetes.
Caching: Redis for operator sessions and quick access to frequently used CRM data.
Geo-replication: synchronizing back office and CRM between data centers to minimize delays and resiliency.
7. Practical recommendations
1. Start with a minimal MVP: implement a basic ticket system and simple segmentation, gradually add automation.
2. One source of truth: synchronize back office data and CRM, avoid independent copies of profiles.
3. DevOps and CI/CD: Automate service deployments, integration testing, and campaign code updates.
4. Staff training: regular training on work in the back office, AML/KYC procedures and CRM tools.
Conclusion
An effective combination of back office and CRM systems is the key to stable growth and retention of players in online casinos. Operational control, flexible segmentation, marketing automation and strong security create the conditions for rapid response to player requests, optimizing attraction costs and increasing platform profitability.
