Marketing
Push Notification
Definition
A push notification is a message an operator's mobile app sends directly to a player's device, even when the app is closed. It is a core CRM channel for app-based operators, used for alerts, reminders and promotions.
Key takeaways
- A push notification is a message sent by an operator's app directly to a player's device.
- It is one of the highest-engagement CRM channels, without email's crowded inbox or the per-message cost of SMS.
- Frequency caps and suppression of at-risk players apply, and a player who disables permission removes the channel entirely.
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. Operators may also limit the timing of promotional push, for example avoiding late-night sends. The opt-in nature of push permission means operators that lose user permission lose the channel entirely; reactivation programmes 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.