Salesforce lifecycle automation — Dafabet

Dafabet had users, products, and markets across APAC, EU, and LATAM. What it did not have was a lifecycle system that responded to what users actually did.

New users were registering and not placing a first bet. Existing users were going dormant with no triggered re-engagement. High-value users weren’t being identified or treated differently. And every message had to comply with safer-gambling requirements that varied by jurisdiction.

The read: the lifecycle wasn’t a lifecycle. It was occasional batch campaigns with no behavioral logic connecting them. The product had a clear activation event — the first bet — and nothing in the system was built around it.

Build six interconnected behavioral flows in Salesforce Marketing Cloud with the first bet as the central activation milestone. Design the compliance layer into the architecture from the start, not as a review step at the end.

The compliance-first decision was the one that changed how the team worked. When compliance is architecture, campaigns ship faster. When it’s a review step, every send creates a back-and-forth cycle.

First-bet conversion rate. In a gaming product the first bet is the activation event — retention, LTV, and cross-sport engagement all depended on whether the user crossed that threshold.

Secondary: 7-day reactivation rate. If the re-engagement flows were working, that number would move independently of acquisition volume.

Six flows, each triggered by a specific behavioral event. First-bet activation fired on registration with no bet inside 24 hours: email immediately, push at one hour, second email at 24 hours. Dormant re-engagement fired at 7+ days with no bet, pulling upcoming matches by geo and sport preference, then an AMPscript-driven promo respecting regional caps, then an in-play push or SMS.

High-value nurturing identified power users at 3+ bets a week or top-20% average stake and routed them to account managers. A first-withdrawal trust flow fired off a withdrawal event pushed in via API. Churn-risk signals triggered jurisdiction-approved responsible gambling copy. A sport-usage matrix flagged single-sport bettors for cross-sport expansion.

AMPscript handled regional cap enforcement, jurisdiction-specific copy variants, and promo eligibility at the send level. Compliance was not a final review step. It was in the architecture.