Skip to content
Retention AI
Get in touch

Free playbook ·iGaming edition ·19 pages

The Agentic CRM Playbook

How operators deliver one-to-one CRM without a failed tech project. The six stages, what good looks like at each, and where most teams get stuck.

The playbook is free. You'll also get The Retention Blueprint, Tom Burrell's newsletter on retention strategy and agentic CRM. Unsubscribe at any time. Privacy policy

Cover of The Agentic CRM Playbook, iGaming edition

What's inside

Six things the playbook covers

  • Why rules-based iGaming CRM has hit a ceiling, and why the Friday bonus is costing you margin
  • How Netflix, Uber, Duolingo and DoorDash already run agentic CRM, and what operators can take from it
  • The six-stage delivery playbook, with where each stage stalls
  • Guardrails that build player protection into the agent, not around it
  • The content maths nobody does, and how a small team fills the menu
  • A 24-point readiness checklist to score your programme

3

agentic CRM projects delivered since February 2026

35

global brands through agencies and consultancies

27

years in retention and lifecycle

Who it's for

CRM, retention and VIP leaders at sportsbook and casino operators, and the executives who own NGR, active players and the bonus line.

About the author

Tom Burrell

Tom Burrell is the founder of Retention AI. Since February 2026 he has delivered three successful agentic CRM projects. He has 27 years in retention and lifecycle, including SVP at DAZN, and has worked with 35 global brands through agencies and consultancies.

Not your sector? Get the Subscription edition