In a world where players switch between apps faster than you can say “free spins,” keeping them engaged isn’t about shouting louder — it’s about showing them more of what they already love. Whether they’re placing sports bets or accidentally stumbling upon a new favorite slot, cross-selling helps guide players through your ecosystem in a natural, fun, and — most importantly — valuable way.
It’s not just a marketing tactic; it’s how smart iGaming operators turn casual visitors into loyal, long-term users.
Why is cross-selling important?
If cross-selling were just a “nice-to-have,” iGaming operators could simply ignore it and move on. But the truth is, it’s one of the most reliable ways to turn a good platform into a great one.
When players discover more than one product, everything improves — their LTV (Lifetime Value), retention, and your chances of keeping them around long term. It’s the kind of strategy that drives growth quietly, proving that sometimes the simplest actions make the biggest difference.
Increasing customer lifetime value
When iGaming operators successfully cross-sell, they don’t just earn a little extra revenue — they unlock significantly higher Lifetime Values. In fact, data from Optimove shows that “multi-players” (those who bet on sports and play casino games) have an average future value 50% higher than sports-only players and 36% higher than casino-only players.
In other words: convincing a sports bettor to try a casino game (or vice-versa) can turn a one-dimensional user into a long-term, high-value customer. Given that customer acquisition costs in iGaming have skyrocketed, boosting LTV through cross-selling isn’t just smart — it’s essential.
Improving player retention
When you cross-sell effectively, player retention gets a major boost. Studies show that hybrid or “multi-vertical” players — those who mix sports betting, casino, or other products — can improve retention by 40–60% compared to single-product users.
Why? Because when players switch between verticals, they never get bored — downtime in one product becomes opportunity in another. In mature markets, hybrid users not only stay longer but also deposit more frequently, contributing to longer-lasting engagement at a cost far lower than constantly chasing new sign-ups.
Reducing churn
Cross-selling isn’t just about generating more revenue per player — it’s also a surprisingly effective way to prevent churn. Hybrid players (those who switch between sportsbook, casino, and other services) have churn rates about 12% lower than single-product users.
This reduction is meaningful: churn is expensive, and even a small decrease brings major benefits. Models show that every 10-percentage-point reduction in churn can increase LTV by 25% or more, because you keep customers longer with little or no additional acquisition cost.
Additionally, Optimove’s “descending recovery curve” data shows the magic window: when players leave, your best chance of reactivation (and highest future value) is if you act on day one. In short, cross-selling helps plug the leaks — and sometimes even brings players back.
Cross-selling strategies iGaming operators can use
Cross-selling works best when it’s intentional, data-driven, and aligned with how players naturally navigate an iGaming platform. Instead of generic promos, operators need structured, high-impact strategies that guide users toward complementary products at the right moment with the right message. The five approaches below highlight proven, industry-backed methods that consistently increase engagement, retention, and overall player value.
Behavioral segmentation: Understanding the value of the hybrid player
Behavioral segmentation remains one of the main drivers of cross-selling performance. By analyzing betting frequency, preferred segments, session duration, and spending patterns, operators can build accurate customer groups and tailor the most relevant product suggestions.
This matters because hybrid users — those who engage with both sports betting and casino — generate much higher value: SBC News reports that hybrid players deliver 45–55% higher ARPU and have significantly lower churn than single-vertical players.
Timing and real-time event triggers
Another essential factor is timing. Trigger-based cross-selling messages — especially those tied to natural pauses in gameplay — convert far better than static banners or generic campaigns. SBC News notes that 42% of sports bettors naturally access casino games during halftime or between matches, usually in short six- to nine-minute sessions. Aligning casino offers with these idle periods dramatically increases conversion likelihood.
Unified wallet and frictionless UI
A unified wallet and consistent interface reduce friction and encourage exploration across verticals. When users don’t need to transfer funds between accounts — or when switching from sportsbook to casino feels like a seamless continuation — cross-vertical engagement increases. One operator reported an 11.5% increase in cross-sell from sportsbook to casino, along with a 55% rise in monthly active users in Q4 2024.
Smart bonus mechanics that connect verticals
Cross-selling thrives when bonuses intentionally link one product to another. Instead of isolated free spins or free bets, operators can tie rewards to actions across verticals — for example, “place a sports bet to unlock free spins” or “complete a casino mission to earn a free bet.” These mechanics guide players to new content while maintaining an integrated experience. This approach performed especially well in Delasport case studies, where mission-based cross-selling increased engagement by 35% and raised ARPU by 18%.
Multi-vertical loyalty programs to boost retention
Finally, unified loyalty programs can turn occasional cross-selling into long-term multivertical engagement. When a single points, tiers, and rewards system covers sportsbook, casino, bingo, and instant games, players are encouraged to interact across the entire ecosystem. Games Magazine Brasil reports that multivertical users generate 50% higher lifetime value and show 40–60% better retention than single-vertical players.
Why having an iGaming provider with multiple verticals matters
Choosing a provider that supports multiple verticals isn’t just about offering options — it’s about unlocking real value. For starters, players who use multiple verticals have a 50% higher lifetime value (LTV) compared to those who stick only to sports or casino, according to Games Magazine Brasil. This means a platform that lets users move freely between sports betting, casino, and more isn’t just more entertaining — it’s more profitable.
But the benefits go further. When players engage across products, retention increases: 40–60% higher stay rates, sessions 35% longer, and deposit frequency that can more than double. And when cross-selling is done well — for example, encouraging sports bettors to explore the casino — the numbers get even stronger: one operator saw an 11.5% rise in bettors transitioning to casino, and more than 70% of its sportsbook users tried casino games. All this means more lifetime revenue, more loyalty, and fewer players leaving your platform for competitors.
Cross-selling with InPlaySoft
InPlaySoft builds, delivers, and maintains scalable, stable, and fast-to-deploy iGaming platform solutions across casino, sports betting, and eSports. And when it comes to cross-selling, this breadth isn’t just a nice advantage — it’s a strategic edge.
Because everything is built within a single environment, your players move from sports to casino (and even eSports) without friction, delays, or any “please wait while we load another system” moments. This seamless flow is exactly what turns casual bettors into multivertical players — those who stay longer, engage more often, and generate significantly higher lifetime value.
Source: InPlaySoft
