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Real-Time Experiences on Casino - Getting Started via your Marketing Platform

Everything you need to know about CRM integrations for the real-time experiences product

Overview

This guide will help you get up and running quickly with Anthem’s in-session player experiences via your Marketing platform. By the end, you will be able to go live and improve player engagement in real time.

 

Requirements

  • A subscription to Future Anthem’s Real-Time Experiences Casino module
  • The ability to stream real time casino transactions from your gaming platform to Future Anthem’s rest API
  • A marketing platform that can serve an in-app popup message
  • A free spin or bonus API that can trigger an immediate reward (or an integration of the above marketing platform with your free spin or bonus system)
  • Ability to authorise bonus budget
  • The ability to set up bonus campaigns in your system

 

Quick Start Checklist

Step 1 - Connect your real-time casino data stream to Future Anthem’s API
See data integration guide.

Step 2 - Anthem begins model training and supplies initial estimates of monthly bonus spend (by sub-brand if applicable)
You review the estimates by brand and player group and provide feedback

Step 3 - Integrate the Bonus API and set-up bonus campaigns
Enable Anthem to request a bonus award in real-time (directly with bonus API or via marketing platform)

  • Operator action: Provide Bonus API credentials (e.g. API key or client ID/secret) so Anthem can authenticate and submit award requests.
  • Set-up templates for different bonus award values (up to 10)

Bonus template set-up is a one off exercise

Step 4 - Integrate the marketing platform API to enable player message

  • Message should use API trigger functionality in marketing platform

  • One message template per bonus award value (a single template with the bonus award value injected can be supported)

Message template set-up is a one off exercise

Step 5 - The agreed budget level is configured in Anthem’s platform

  • Target and control proportions are varied to conform to budgets
  • Deployment is staged and rigorously tested jointly by Anthem and your team

Step 6 - Agree go-live date
An ROI reporting dashboard is shared upon go-live, based on a robust target vs control methodology

 

Step-By-Step Setup

Step 1: Connect your real-time casino data stream to Future Anthem’s API

Goal: Establish real-time data flow to enable training and configuration
  • Follow the data integration guide (link), using the Anthem engineering team for any clarifications
  • Send real-time transactional data to Anthem’s rest API
  • After data validation, model and system training will begin

Key insight: Anthem’s platform will deal with data transformations. The ideal stream is raw spin level events. Anthem’s platform can also handle multiple events per spin (i.e. where the stake and result parts of the spin are separate events).

Step 2: Model training and bonus spend estimates

Goal: Review and agree initial bonus spend expectations
  • Anthem begins model training using your live data
  • Based on your data Anthem supplies monthly bonus spend estimates by:
    • Bonus type and value
    • By brand and sub-brand if applicable
  • You review and confirm the proposed budget, or request amendments as required
  • Estimates assume full system capacity with a 10% control group (players withheld from award)
  • Control proportions can be increased to reduce spend if needed

Key insight: The module is designed to increase bonus efficiency, not create net new spend.

Important settings:

  • Budget is agreed monthly but set daily (i.e. there are both monthly and daily caps)
  • Budget is rolled over where the daily cap is not reached
  • Budgets can be increased post go-live, especially where control groups have initially been set above 10%

Step 3: Integrate the Bonus API and set up bonus campaigns

Goal: Enable real-time bonus awarding

  • Integrate Anthem with your Bonus API, either through a direct integration or via your marketing platform

  • Provide Bonus API credentials, e.g. API key or client ID/secret, so that Anthem can authenticate and submit award requests

  • Configure bonus award templates for different bonus values (up to 10 templates)

Important notes:

  • Bonus template setup is a one-off exercise

  • Budget sign-off is required before real bonus award testing begins

Step 4: Integrate the marketing platform API and set up messaging

Goal: Enable real-time player messaging

  • Integrate your marketing platform API to allow player messages to be triggered in real time

  • Messaging should use API-triggered campaigns within the marketing platform

  • Configure message templates:

    • One template per bonus value or

    • A single template with the bonus value dynamically injected

Important notes:

  • Message template setup is a one-off exercise

  • Bonus awarding and player messaging can be handled:

    • In a single marketing platform campaign

    • or through multiple campaigns, where Anthem independently triggers the appropriate bonus campaign and messaging

Step 5: Configuration and test deployment

Goal: Deploy the production system for testing
  • Your budget sign-off is required before bonus award testing
  • Configure the bonus campaigns in your system
    • Either a single campaign in a Marketing system that handles bonus award and player messaging
    • Or else campaigns in both Marketing and Free Spin/Bonus systems that can be triggered independently, handling bonus award and player messaging separately
  • Models and decisioning are deployed against live data streams
  • Anthem and your team run full end-to-end tests to confirm expected behaviour and player-facing accuracy

Step 6: Go live and performance monitoring

Goal: Deliver bonuses in real time and monitor KPIs
  • Post go-live, the system is closely monitored
  • Initial focus is on confirming award delivery and consumption
  • After 4 weeks, the first ROI view is shared

 

Success Indicators

  • Increased net revenue (target vs control, after bonus costs)
  • Increased spins per player (target vs control)
  • ROI multiplier (revenue return per bonus spend)

 

FAQs

Do we need to do any integration work?
Yes. You need to supply transactional data via a feed or API

Is this a rule-based system?
No. It is a real-time machine learning system that predicts player behaviour after a spin. A configurable decision engine handles logic and rules.

Can I track bonuses issued on my side?
Yes. Bonuses are set up as normal and given specific codes so they can be directly attributed.

How is performance monitored?
Anthem uses an advanced measurement framework. Target and control groups are applied in real time at the point of award, ensuring robust measurement of uplift.

 

How do I get support or make a feature suggestion?

Visit our 'here to help' form and we will respond accordingly.