Cross-selling might sound like one of those buzzwords everyone throws around at conferences. In iGaming, however, it’s a genuine game-changer.
In a world where players bounce between apps faster than you can say “free spins,” keeping them engaged isn’t about shouting louder — it’s about showing them more of what they already love. Whether they came for the sportsbook, stayed for the crash games, or accidentally discovered a new favorite slot, cross-selling helps guide players through your ecosystem in a way that feels natural, fun, and, most importantly, valuable. It’s not just a marketing tactic; it’s how smart iGaming operators turn casual visitors into long-term power users.
Why Cross-Selling Matters.
If cross-selling was just a “nice-to-have,” iGaming operators could happily ignore it and go about their day. But the truth is: it’s one of the most reliable ways to turn a good platform into a great one. When players discover more than one vertical, everything gets better — your LTV, your retention, and your chances of keeping them around for the long run. It’s the kind of strategy that quietly powers growth behind the scenes, proving that sometimes the simplest moves make the biggest difference.
Increasing Players LifeTime Value.
When iGaming operators successfully cross-sell, they don’t just get a little extra revenue — they unlock seriously higher Lifetime Values. In fact, data from Optimove shows that “multi-players” (those who bet on both sports and play casino games) have an average future value that’s 50% higher than sports-only players, and 36% higher than casino-only players [optimove.com].
In other words: persuading a bettor to try a casino game (or vice versa) can transform a one-dimensional user into a long-term, high-value customer. Given that customer acquisition costs in iGaming have shot up, boosting LTV through cross-selling is not just smart — it’s essential [gamingsoft.com].
Improving Player Retention.
When you cross-sell effectively, player retention gets a serious boost. Studies show that hybrid or “multi-vertical” players — those mixing sportsbook, casino, or other verticals — can improve retention by 40–60% compared to users who stick to just one product [GBC Time].
Why does this happen? Because when players jump between verticals, they’re never bored — downtime in one product becomes opportunity in another. In mature markets, hybrid users not only stay around longer, but also make deposits more often, contributing to stickier engagement that’s far cheaper than constantly chasing brand-new sign ups.
Reducing Churn.
Cross-selling isn’t just about making more money per player — it’s also a surprisingly effective way to stop players from walking out the door. Hybrid players (those who hop between your sportsbook, casino, and more) have churn rates that are about 12% lower than single-product users.
That kind of drop matters: churn is costly, and even a modest reduction pays off big. In fact, models show that every 10-point decrease in churn can lift LTV by 25% or more, because you're keeping customers longer with little to no additional acquisition cost [ubidex.io]. Plus, data from Optimove’s “descending recovery curve” shows the magic window: when players do drop off, you’ve got the best chance of reactivation (and the highest future value) if you act within the first day [optimove.com]. In short, cross-selling helps plug the leaks — and sometimes even vacuum players back in.
Cross-Selling Strategies that iGaming Operators Can Use.
Cross-selling works best when it’s intentional, data-driven, and deeply aligned with how players naturally move through an iGaming platform. Instead of generic promotions, operators need structured, high-impact strategies that guide users toward complementary products at the right moment and with the right message. The five approaches below highlight the proven methods — supported by industry data — that consistently increase engagement, retention, and overall player value.
Behavioral Segmentation: Understanding Hybrid Player Value.
Behavioral segmentation remains one of the strongest drivers of cross-selling performance. By analyzing bet frequency, preferred verticals, session length, and spending patterns, operators can form precise customer clusters and tailor the next-best product suggestion. This matters because hybrid users — those who play both sportsbook and casino — deliver far higher value: SBC News reports that hybrid players generate 45–55% higher ARPU and churn significantly less than single-vertical players [SBC News].
Timing & Real-Time Event Triggers.
Another essential factor is timing. Trigger-based cross-sell messages, especially those linked to natural pauses in gameplay, convert far better than static banners or generic campaigns. SBC News notes that 42% of sports bettors naturally access casino games during halftime or between fixtures, often for short, six-to-nine-minute sessions. Aligning casino offers with these downtime windows dramatically increases the likelihood of conversion [SBC News].
Unified Wallet & Seamless UI.
A unified wallet and consistent UI lower friction and encourage exploration across verticals. When users don’t need to move funds between accounts — or when shifting from sportsbook to casino feels like a continuation rather than a jump — cross-vertical engagement rises. An operator reported 11.5% growth in sportsbook-to-casino cross-sell alongside a 55% year-over-year increase in monthly active users in Q4 2024 [iGamingExpert].
Smart Bonus Mechanics That Bridge Verticals.
Cross-selling thrives when bonuses intentionally connect one product to another. Instead of isolated free spins or free bets, operators can tie rewards to actions across verticals — for instance, “place a sports bet to unlock casino spins” or “complete a casino mission to receive a free bet.” These mechanics guide players toward new content while maintaining a seamless experience. This approach performed especially well in Delasport case studies, where mission-based cross-sell increased engagement by 35% and boosted average revenue per user by 18% [Delasport].
Multi-Vertical Loyalty Programs to Drive Retention.
Finally, unified loyalty programs can turn occasional cross-sell into long-term multi-vertical engagement. When a single system of points, levels, and rewards spans sportsbook, casino, bingo, and instant games, players are incentivized to interact across the entire ecosystem. Games Magazine Brasil reports that multi-vertical users deliver 50% higher lifetime value and exhibit 40–60% better retention compared with single-vertical players [Games Magazine Brasil].
Importance of Having an iGaming Provider that Offers Multiple Verticals.
Picking a provider that supports multiple verticals isn’t just about having options — it’s about unlocking serious value. For one, multi-vertical players have 50% higher lifetime value (LTV) compared to those who stick with only sports or casino, according to Games Magazine Brasil. That means a platform that lets your users jump freely between sportsbook, casino, and more isn’t just more fun — it’s more profitable [Games Magazine Brasil].
But the benefits don’t end there. When players engage across products, retention jumps: 40–60% better stay rates, 35% longer sessions, and deposit frequency that can more than double. And when cross-sell is done well — say, nudging sportsbook users into casino — the numbers get even juicier: one operator saw an 11.5% increase in bettors transitioning to casino, and over 70% of their sportsbook users tried casino games. All that means more lifetime revenue, more loyalty, and fewer players ghosting you for the competition [Games Magazine Brasil].
Cross-Selling with InPlaySoft.
InPlaySoft creates, delivers and maintains scalable, stable and fast-to-market iGaming platform solutions across casino, sportsbook and esports. And when it comes to cross-selling, that breadth isn’t just a nice feature — it’s a strategic advantage. Because everything is built under one roof, your players move from sports to casino (and even into esports) without friction, lag, or “please wait while we load another system” moments. That seamless flow is exactly what turns casual bettors into multi-vertical players — the ones who stick around longer, engage more often, and bring significantly higher lifetime value.
