SOFTSWISS Enhances CRM Operations with Automation

(AsiaGameHub) –   The company has enhanced its Casino Platform with Motion, a tool developed for CRM and retention teams.

Press release.- SOFTSWISS has expanded its Casino Platform with Motion, a no-code workflow automation tool. Motion, designed for CRM and retention teams, minimizes the need for technical expertise in daily operations, enabling operators to independently and more rapidly deploy bonus campaigns, manage player segmentation, and assign tags to players.

The impact of manual CRM processes on operator efficiency

Many casino operators encounter similar operational challenges. Automating tasks like bonus distribution, segmentation, or player tagging typically requires technical input, setup assistance, or manual intervention. Teams often depend on configuration files, support from Technical Account Managers, or repetitive back-office tasks, which lead to delays in campaign launches and increased operational costs. For CRM and retention departments, this reliance on technical staff results in slower execution and reduced control over day-to-day player engagement strategies.

Understanding Motion’s functionality

The Motion feature operates using three core components: a trigger, a condition, and an action. These elements collectively determine when a rule is activated, which players it affects, and the subsequent outcome.

Operators can construct workflows through a visual interface by linking these three components. A trigger initiates the process, such as a player registering, making a deposit, or a scheduled event. Conditions specify the target audience for the rule, based on criteria like deposit amount, segment, country, or device. The action defines the automated result, which could be issuing a bonus, applying a tag, moving a player to a specific group, or sending a notification.

Once activated, these rules execute automatically in real time without manual intervention. Motion does not require any additional integrations and can be implemented within one business day for operators already utilizing the SOFTSWISS Casino Platform.

Suren Vardanyan, head of sales at SOFTSWISS Casino Platform, stated: “Motion addresses a prevalent operational hurdle for operators – the reliance on technical teams for routine CRM tasks. By empowering teams to define and execute player logic directly within the platform, it eliminates delays and manual steps. This allows CRM and retention teams to concentrate on strategy and player engagement, fostering a move towards greater autonomy where business teams can operate more swiftly and with less dependence on technical intermediaries.”

Operators across over 130 casino projects are currently leveraging Motion to automate bonus mechanics, player tagging, and segmentation workflows for retention and reactivation campaigns. Initial outcomes indicate faster campaign deployment and a decreased need for back-office support, with teams expressing intentions to extend automation to additional player lifecycle scenarios.