Retention Tools That Enhance Conversion and Foster Player Engagement - Interview with the CEO of Stars Partners

The structure of a retention funnel plays a crucial role in determining an affiliate’s profitability; ineffective retention tools may lead to users leaving the site without making their initial deposit. For retention strategies to succeed, they must be customized for different audience segments, regularly evaluated, and frequently updated with new approaches.

Mares, the CEO of Stars Partners’ affiliate program, shared insightful perspectives on how various brands implement retention tools and which ones yield the best results.
In this article, you will learn about:

• The dynamics of the retention funnel from a player’s first visit to subsequent deposits;
• The segmentation of players and the adaptation of tools for each category;
• The most effective gamification strategies and their effects on conversion rates;
• The conditions provided by Stars Partners to its affiliate partners.

Understanding the Retention Funnel from Initial Visit to Re-Deposits

Do brands offer welcome experiences designed for affiliate traffic, such as free spins or other introductory bonuses?

Mares: A partner’s conversion rate is closely linked to their willingness to collaborate with us. Thus, we focus on enhancing that conversion through:

• Developing a holistic retention funnel that aligns with the partner’s marketing materials;
• Maintaining consistency in tone, brand colors, and visuals, thereby crafting a comprehensive funnel from registration to anti-churn sequences using email, SMS, push notifications, in-app messages, and more;
• Offering an upgraded welcome bonus for new players upon request;
• Refining audience conditions based on the partner’s monthly first-time deposit (FTD) volume.

What happens after a player accesses the product? How does your retention strategy initiate?

Mares: Our interaction with the player starts even prior to their registration.
Once a user lands on the site, we track their cookies, enabling us to run retargeting ads on external platforms that enhance click-to-registration (C2R) rates.

Upon registration, we encourage them to deposit within 15 minutes by offering a no-wager bonus.

We also employ various communication channels, such as email, inbox notifications, site alerts, SMS, and push notifications.
Retention strategies are tailored based on user behavior. For instance, the frequency of follow-ups during the first week varies by traffic source, with more aggressive outreach for Facebook and email compared to PPC or SEO.

Before any new retention feature is introduced, we conduct thorough analytics across all brands. The “15-minute” feature, for example, was established after analyzing post-registration behavior, indicating that users in Tier-1 markets typically take 3–9 minutes to examine the product and bonus. After this, they either deposit or leave.
Many users who exit often plan to deposit “later” – this mechanism aims to capture their attention promptly.

Strategies to Encourage Re-Deposits

Mares: It is vital to motivate users while they are still on the site; encouraging them to return later proves to be significantly more difficult.
Initially, we implement gamified tools such as:

• Time-sensitive missions for additional deposits;
• Inbox messages that clearly convey benefits or alert players of upcoming offers;
• Motivational pop-ups that activate when a player’s balance drops below a certain threshold.

Missions:

In several initiatives, we incorporate a “hidden bonus” of free spins for three months, activated after the first deposit.
Weekly, players receive SMS and email notifications about a new free spin pack available for 24 hours – no deposit required, but the spins will expire after that time frame.
This strategy generates anticipation, keeps users engaged, and encourages return visits.

Gamification Techniques & Bonus Strategy

What gamification strategies do you employ?

Mares: We utilize traditional methods such as the wheel of fortune, bonus shop, missions, and scratch cards.
Recently, we introduced quizzes and match-X mini-games, which have been positively received, allowing players to challenge their knowledge and luck rather than merely spinning for rewards.

Wheel of Fortune:

Available every 12 hours with jackpots up to €500,000.

Bonus Shop:

Players can redeem points earned for prizes and bonuses.

Since launching these new games, engagement with traditional tools has not only remained steady but has actually increased by 17–22% based on geographical regions.

For example, daily quizzes have extended average session duration by 12–15 minutes and boosted repeat visits by 18%.
We are dedicated to continuing this trend by offering personalized promotions, exclusive tournaments, and even offline events for top players to further enhance loyalty.

Understanding the Reward System

Mares: We seamlessly integrate bonuses into the gameplay.
For example, users earn bonuses for:

• Logging in after a break;
• Completing missions;
• Reaching milestones;
• Providing feedback on customer support.
  These minor incentives cultivate loyalty and promote ongoing activity.

Referral Program:

Our reward system is facilitated through a VIP program: the more engaged and committed the player, the greater the rewards.
Mini-games are also included in the bonus structure, with prizes available every 12 hours reaching up to €500,000.
The VIP Program provides detailed bonus information at each tier and options for transferring VIP status.

For Affiliates: Traffic Sources & Payment Models

What traffic sources are you targeting? What is the average Reg2Dep for your key geographical markets?

Mares: At one point, we encountered a ceiling with high-quality traffic and found it challenging to expand.
This prompted us to diversify our approach; we now collaborate with nearly all traffic sources that meet our ROI benchmarks.
Currently, we are receptive to partnerships with various traffic types.
Our top three markets maintain a Reg2Dep rate of 37–55%, which is among the best in the industry.

How much can affiliates earn through CPA for quality traffic from Facebook or SEO/ASO/PPC? Do you offer prepay, postpay, spend models, or hybrid deals?

Mares: We accommodate all of these options.
Traffic from Facebook/ASO can yield a CPA of €350–400.
SEO/PPC can reach up to €800+ after initial testing.
Personally, I prefer hybrid deals (CPA + RevShare) – Stars Partners manages product retention, while partners concentrate on delivering quality traffic.
This model fosters a mutually beneficial scenario where average FTD values can reach €1200–1500.
We are open to prepay or spend-based arrangements, typically after a successful trial or if backed by a third-party guarantee (usually from another reliable partner).

Seeking a Premier Affiliate Program with Exceptional Products and Flexible Terms?

Stars Partners is the perfect option for you.
Register today and start earning!

You can also meet us in person at the following upcoming events:

• CONVERSION CONF KYIV: September 12
• SBC Summit Lisbon: September 16–18 (booth F2)
• Sigma Central Europe Rome: November 3–6 (booth 5113G)

We look forward to connecting and exploring new partnership opportunities!