Sending over 500 million communications in a single year, more than double the output of the year before, would be a headline achievement on its own. But doing it while maintaining quality, relevance and personalisation? That's CRM at Easygo.
CRM sits at the heart of every stage of a Stake player's journey, from the first welcome through to VIP milestones. As Stake's player base continued to grow and diversify, the team focused on delivering more locally relevant content across every market. New playbooks and design standards, formalising processes, and embedding consistent quality into every campaign.
A major milestone at the end of 2025 was the completion of the CRM data integration into Stake's broader Data Platform Migration, and bringing customer engagement to a new level of immediacy and relevance.
Each market now has its own specific performance targets, and marketing coordinators are equipped to run and track their own experiments. For example, the Italian market now has a dedicated CRM coordinator and platform instance, supporting Stake's global expansion.
One of the big innovations of the year was the introduction of Blitz campaigns, moving away from one-off blasts towards continued, gamified experiences that built anticipation over time. Launched around major events, these campaigns achieved an open rate of 33%, well above industry average, and delivered strong uplifts in customer engagement. The IPL in 2025 was another key moment, with 140 million communications sent to more than 9 million players.
Looking ahead, the team's focus is on bonus efficiency, real-time communication and platform upgrades that go deeper into Stake's data ecosystem. From first interaction to long-term loyalty, CRM is helping shape how Stake connects with its players worldwide - and the ambition is only getting bigger.
