With jackpots, timing is everything. But many casino operators don’t capture the moment.
These games are based on the principle that when the jackpot grows, so does player engagement. Interest peaks just before the jackpot drops.
Despite this, most online operators still rely on batch-based audience creation. Whether this process is hourly, daily or “near real-time”, the chances are the moment has already passed.
The batch-based approach creates a series of problems, including:
- Missed opportunities to engage players at peak intent;
- Messaging that feels out of sync with the current jackpot state; and
- Lower conversion as engagement windows are missed.
Solving the Problem of Missing the Moment
Future Anthem’s Dynamic Audiences module offers a timely solution by creating hyper-personalised audiences in real-time.
The module enables casino operators to identify and activate the right players at the exact point interest peaks, without manual intervention or batch-based delays.
This shifts audience creation from ‘who qualified earlier’ to ‘who should be engaged right now’. As a result, messaging reaches engaged players at the right moment, content feels relevant to what they’re seeing in-game, and conversion improves.
In fact, operators using Dynamic Audiences for personalised jackpot campaigns are seeing up to a 15% stake uplift.
How Real-Time Audience Detection Works
At the core of the system is a real-time streaming pipeline that continuously analyses both jackpot progression and player behaviour.
1. Jackpot & Event Data Ingestion
Two streams are processed in parallel:
- Jackpot data: such as the current jackpot size, time since the last drop and contribution rate
- Transactional player activity: such as bets, spins and stakes
This creates a live view of both the jackpot itself and how players are interacting with it.
2. Jackpot Signal Detection
The system evaluates jackpots in context. It looks at how the current state compares to historical patterns. For example:
- How large the jackpot size is vs the average drop value;
- How long it’s been since it last dropped vs the average time between drops; and
- How quickly it’s growing.
These signals are analysed in real-time to identify when a jackpot reaches a statistically meaningful engagement window, a point where player interest is expected to peak based on previous behaviour.
3. Audience Creation
Once a qualifying jackpot state is identified, the module dynamically builds an audience of players most likely to engage. This utilises Future Anthem’s Content Personalisation module to generate an audience with a proven affinity to jackpot games – and can therefore be served relevant jackpot content recommendations.
The result is a personalised high-propensity audience with up-to-date jackpot data generated at the exact moment the jackpot becomes most relevant.
4. Latency & Performance
Jackpot state is analysed continuously, with qualifying signals detected in under 100 milliseconds. That signal immediately triggers audience creation and delivery into CRM systems, keeping everything aligned with the live jackpot state.
In recent client deployments, this supported:
- 220,000-plus players targeted
- 14 million-plus messages triggered across CRM campaigns
The key difference is there’s no waiting. Everything is driven by live data as it updates.
How Audiences Are Generated & Activated
Once a qualifying jackpot moment and relevant player group are identified, the audience is generated in real-time.
As mentioned above, this is driven by Future Anthem’s Content Recommendations module, which identifies players with a strong affinity for jackpot games based on previous behaviour and established preferences. It surfaces who is most likely to engage at that specific moment.
From there, audiences can be enriched with live and contextual data to construct a single payload covering:
- Player identifiers and behavioural attributes;
- Recommendation output - for example, relevant jackpot game recommendations; and
- Current jackpot state (size, time since last drop, historical ranges).
This payload is then streamed directly into operator and CRM systems. At this point, activation happens immediately, enabling messaging and on-site experiences to be triggered without additional processing or transformation. Audience creation, enrichment and activation all happen as part of one continuous real-time flow from jackpot signal through to engagement.
See how Dynamic Audiences performed for jackpots in a live deployment →
Integration: Delivering to Engagement Platforms
Real-time audiences only create value if they can be activated instantly. The system integrates directly with CRM systems like Braze, Xtremepush and Bloomreach through event-based APIs, webhooks and streaming connectors. This enables:
- Personalised jackpot messaging in real-time;
- Dynamic content based on jackpot state; and
- Multi-channel activation (push, email, on-site, in-app).
Anthem has also extended this into the front end on casino sites, where real-time signals can drive on-site experiences such as banners that appear when a jackpot reaches a specific state.
As imports include both context and audience, operators can trigger fully personalised jackpot campaigns without additional processing.
Operational Impact
Moving to real-time changes how teams work:
- Data teams spend less time maintaining batch pipelines and scheduled jobs, and more time defining logic that runs continuously.
- CRM teams can move away from fixed campaign schedules and start building journeys that respond to live behaviour.
- Product teams get a more direct link between gameplay and engagement, making it easier to monetise features like jackpots in the moment.
The result is alignment — data, CRM and product all operating on the same timeline.
High-Level Architecture Overview
At a high level, the flow looks like this:
- Player and jackpot event streams
- Real-time processing and signal detection
- Propensity and audience generation
- Activation layer (API/webhooks)
- Engagement platforms
It’s designed to scale horizontally and handle high event volumes, without relying on batch processing anywhere in the flow.
Proof Points
- <100 milliseconds from jackpot signal detection to triggering the audience workflow
- Successfully run with clients supporting 220,000-plus targeted players and 14 million-plus messages
- Up to 15% uplift in stakes from real-time engagement
Want to activate players at the exact moment jackpot interest peaks? Book a demo to see Dynamic Audiences' capabilities in action.