How The Stables Casino reactivated 374 lapsed players and generated a 1.5x return on their annual analytics subscription
The Stables Casino · Miami, Oklahoma · Modoc Tribe of Oklahoma
The challenge
Like most casino properties, The Stables had accumulated a growing base of inactive Stables Rewards members — but without clear visibility into player behavior, the team didn’t have a systematic way to identify who had lapsed or build data-driven outreach lists.
Promotions were not segmented at a level that enabled precise audience targeting, limiting the ability to optimize reinvestment allocation across distinct player groups and making it hard to know which players actually returned. Pulling meaningful player data, building targeted lists, and measuring campaign impact is hard to do consistently without the right foundation.
“The thing about marketing is you constantly have to be working all the different angles, reaching different groups, and having strategies for each group. It’s a lot to handle — especially in a highly competitive market.”
Inactive players represent a direct revenue gap. Every lapsed member is a past visitor who chose The Stables once and stopped — meaning the property was leaving recoverable spend on the table with no way to quantify it or act on it systematically. Over time, without a process to re-engage these players, that gap only grows.
The solution
Using Insight Analytics, The Stables’ marketing team built a repeatable reactivation workflow they could run every quarter — automating their marketing list segmentation based on player latency and value, and targeting reactivation campaign outreach with precision.
The Membership Summary dashboard made it straightforward to identify inactive player segments based on actual play behavior. No guesswork. No manual exports. From there, the team built targeted outreach lists and launched their campaigns. In the quarter following each campaign, they pulled the Aggregated Play report to see which players had returned and contributed incremental value — a level of player visibility the team hadn’t had before.
CCT provided step-by-step documentation and hands-on support throughout, giving The Stables the tools and confidence to execute the program on their own, quarter after quarter.
Campaign cadence
| Quarter | Action | Measurement |
|---|---|---|
| Q1 2025 | Identify inactive players via Membership Summary; launch outreach campaign | Aggregated Play review in Q2 |
| Q2 2025 | New inactive cohort identified; campaign launched | Aggregated Play review in Q3 |
| Q3 2025 | Process repeated; campaign launched | Aggregated Play review in Q4 |
| Q4 2025 | Final quarterly campaign of year launched | Aggregated Play review in Q1 2026 |
The results
A 35% reactivation rate — well above industry benchmarks
Across four quarterly campaigns in 2025, 1,068 inactive players were identified and targeted. Of those, 374 returned to play — a 35% average reactivation rate. Industry benchmarks for lapsed player reactivation typically range from 10–20%, making The Stables’ consistent 35% result a meaningful outperformance. That consistency across four quarters suggests the targeting was accurate and the offers were resonating.
Those returning players generated $977,521 in Coin-In. Incremental Theoretical Win across the four-quarter program delivered a 1.5x return on the property’s full annual Insight Analytics subscription cost — revenue that required no new customer acquisition and leveraged a database asset the property already had. Scaled across a full year and multiple properties, the model compounds quickly.
A repeatable framework — built in a single year
Perhaps the most significant outcome is structural: The Stables now has a documented, quarterly workflow that any marketing team member can execute. The Membership Summary dashboard identifies the who. Aggregated Play measures the outcome. The loop closes every quarter without requiring custom analysis or outside support.
What makes this result especially meaningful is the context: this team had limited prior analytics experience and player data history to lean on. They built a functioning reactivation program from scratch in a single year.
A model for any property of comparable scale
The Stables’ story is a compelling proof point precisely because the team looks like most marketing teams at casinos of this size: stretched across responsibilities and limited resources for a dedicated analytics practice. With Insight Analytics and CCT’s onboarding support, they were able to develop a fully repeatable quarterly revenue program — converting a passive database asset into a reliable revenue driver without any new customer acquisition spend.
“We can’t afford to pay for things we aren’t leveraging — so Insight Analytics has been so helpful in helping us leverage the data and analysis we have available.”
Results reflect total play from reactivated players in the 90 days following each campaign launch, timed to align with the next quarterly campaign cycle. This captures an initial snapshot of reactivated player value.