Reactivation

Reactivation campaigns target defined-lapsed players (30/60/90-day inactive) with tailored offers, escalating by dormancy depth.

The attribution wrinkle for programs

Whose revenue is a reactivated player? Under lifetime revshare, the original affiliate’s — operator CRM doing the work notwithstanding — which is exactly the deal’s intent and occasionally the operator’s regret. Some terms carve out reactivation-driven revenue or reset attribution after deep dormancy; affiliates should read for those clauses, and operators writing them should expect the sharper partners to notice and negotiate.