Marketing
Push Notification
Definition
A direct-to-device message delivered through mobile app infrastructure. A core CRM channel for app-based operators.
Why it matters
Push notifications are one of the highest-engagement CRM channels available to mobile app operators. Compared to email (which competes with crowded inboxes) and SMS (which carries per-message cost), push delivers directly to the device with high open rates and strong call-to-action conversion. Operators use push for bet builder reminders ahead of major events, in-play price alerts, bonus reactivation, dormancy recovery, and event-driven content promotion.
The compliance overlay matters. Frequency caps prevent over-messaging that would drive users to disable push permission. RG-flagged users are typically suppressed from promotional push campaigns. Time-of-day restrictions in some markets (no late-night promotional push) apply. The opt-in nature of push permission means operators that lose user permission lose the channel entirely; reactivation programs and onboarding flows specifically work to establish and preserve push permission as a high-value engagement asset.
Frequently asked questions
How often should operators send push notifications?
Most mature operators apply frequency caps per user (often 3 to 5 per week, with major event spikes). Excessive push leads to permission revocation. The optimal frequency varies by user segment, with high-engagement users tolerating more contact than low-engagement users.
Are push notifications subject to gambling advertising rules?
Yes. Push messages are marketing communications and must comply with applicable advertising rules including content standards, recipient eligibility, and RG suppression. The compliance treatment is similar to email and SMS marketing.