01
The decision to leave happens 3 weeks before closing the account.
Play frequency drops 23% at D-21, 50% at D-13, 77% at D-6.
CASEBetclic · B2C gaming · Online poker
Why our best players were leaving
Found the 3-week window when players decide to leave; roadmap reprioritised on expert features.
- Role
- Churn discovery that reshaped the roadmap
- Team
- Poker & Casino squads
- Scope
- High-value player churn
- Duration
- 5 weeks
- What I did
- Data review, 12 interviews, survey of 267 players, priority matrix, product team briefing.
- 1:1 interviews
- 12
- players surveyed
- 267
High-value players (5+ sessions a week) are worth 23× an average player over 24 months, and they were leaving.
What the field told us.
02
12/12 experts cite a missing feature.
In-game notes, hand review, multi-table launch.
Outcome
Roadmap reprioritised on expert features, and a churn signal based on play frequency proposed to act during the 3-week window.