Soft2Bet Interview Explores iGaming Acquisition and Player Experience

Player experience starts before the first click

According to Grönlund, the traditional approach of measuring acquisition primarily through clicks, conversions and cost is no longer sufficient for iGaming brands operating increasingly complex acquisition funnels.

The specialist argues that the player experience begins before a user reaches an operator’s website, with the first advertising or marketing touchpoint already shaping expectations.

“Player experience doesn't start when someone lands on your site,” Grönlund explains, highlighting the importance of considering the pre-visit, first-visit and post-visit stages as part of the same customer journey.

For operators, this means that traffic quality should be assessed through metrics such as deposits, Lifetime Value (LTV) and retention, rather than focusing exclusively on acquisition volumes or immediate conversion.

Connecting acquisition, CRM and retention

The interview also examines how operators can build more resilient acquisition strategies as search algorithms, advertising rules, auction prices and affiliate relationships continue to evolve.

Grönlund points to an omni-channel approach in which acquisition channels work together with CRM rather than operating as isolated functions. In this model, performance marketing, affiliates, programmatic activity and CRM can reinforce each other and reduce the impact of volatility affecting any individual channel.

The same principle applies to the relationship between marketing and the product experience. According to Grönlund, an acquisition campaign should be optimized around the quality and long-term value of the players it attracts, not simply the number of clicks it generates.

“Targeting is king,” he says, stressing that data from deposits, LTV and retention should feed back into campaign optimization.

Registration and first deposit remain key conversion points

Conversion-rate optimization (CRO) is another major topic in the discussion. Grönlund identifies registration and first deposit flows as areas where iGaming operators can find significant opportunities to improve performance.

The interview highlights tactics such as testing registration forms and payment steps, while also emphasizing the commercial impact of improving conversion for affiliate partners. When the same affiliate traffic produces more depositing players, both the operator and the partner can benefit from stronger funnel performance.

Grönlund also identifies the transition between registration and first deposit, as well as the period immediately following the initial deposit, as critical points in the player journey.

He argues that these stages can become operational gaps because acquisition and CRM or retention teams may treat them as separate responsibilities. Behaviour-triggered retargeting and coordinated CRM communications can help bridge that gap.

From acquisition promise to player retention

Another central theme of the interview is message continuity. Grönlund argues that the promise made through advertising, affiliate listings, landing pages and other acquisition channels needs to remain consistent throughout the player journey.

He describes the customer journey through the See-Think-Do-Care framework, with brand, performance and product teams working toward the same commercial objective rather than operating according to separate metrics.

When the experience promised by an advertisement does not match what the player encounters after clicking, the resulting disconnect can affect both conversion and long-term value.

The same principle extends to retention. Grönlund describes retention as something that begins with the acquisition promise rather than as a function that starts only after a player has converted.

“Retention isn't a department,” he says, describing it instead as a continuation of the promise made during acquisition.

First-party data and personalization gain importance

The interview also addresses the growing role of first-party data as the digital advertising ecosystem changes.

Grönlund points to CRM data activation, consent management and tools such as Google Customer Match as areas where iGaming operators can develop more sophisticated targeting strategies. He also highlights the growing importance of Customer Data Platforms (CDPs) in connecting behavioural data with personalized player journeys.

Looking ahead, he expects personalization to move beyond tailored offers toward experiences that adapt to player behaviour, including the timing and type of communication.

At the same time, Grönlund links personalization with player protection, arguing that technology can be used not only to increase engagement but also to respond to individual player patterns and limits.

Read the full interview

Christoffer Grönlund is Founder and CEO of MindBoogie Marketing, with more than 18 years of experience in iGaming across player acquisition, performance marketing, affiliates and growth strategy. His career includes experience with Betsson and Winlandia, while his current work focuses on full-funnel growth, data, partnerships and player experience.

The complete interview explores these topics in greater depth, including acquisition-channel resilience, CRO, affiliate relationships, multi-touch attribution, CRM, first-party data, personalization and the future of player experience.

Read the full interview on Soft2Bet