Technology company Fast Track has announced that they have released an AI Player Churn Model that could change the landscape of player retention in the iGaming space.

Now available to all partners within its CRM platform, it will enable operators to identify players at risk of churning as early as the first day of inactivity, supporting ‘more proactive and efficient retention strategies’.

Built on Fast Track’s proprietary machine learning platform, FTML, the model uses seven sub-models to analyse player behaviour and make accurate predictions tailored to each operator’s player base. The system continuously trains itself on live data, ensuring predictions remain relevant and effective over time.

Having launched, the Churn Model is already in use by several Fast Track partners and is fully integrated into the platform’s core workflows. Once activated, operators are said to receive clear, actionable insights into which players are likely to churn, along with data-informed recommendations on timing and incentive levels for re-engagement.

The Churn Model looks to address a common challenge in the industry – overuse of reactivation bonuses – by helping teams deliver more relevant and timely incentives based on predictive insights, rather than guesswork.

“Churn is one of the most impactful use cases for AI in player engagement,” said Simon Lidzén, Co-Founder and CEO of Fast Track. 

“With this model, operators can focus their efforts where it matters most; targeting players who are truly at risk with the right offer at the right time. It’s a smarter, more cost-effective approach to retention.”

With the release of their model, they are also launching a live webinar on Thursday, 10 July 2025 at 16:00 CEST, offering a walkthrough of the new Churn Model and its practical applications, available to sign up to via their website.

Churn Models have been a focus in the industry for some time due to their ability to enhance retention and with the rise of AI, it can become a more cost-effective solution for operators.

In 2024, SBC spoke to Motti Colman, VP of Revenue and Gaming at Optimove, about the topic of Churn Models and AI. He opened up on the reasons behind the focus on their system that helps to focus on retention and their goals. “We have proven that personalized, relevant interaction with players reduces churn and increases lifetime value.

“Churn is always a prominent challenge. Our AI-led predictive analytics identify players at risk of churning and recommend targeted retention strategies. By orchestrating personalized engagement campaigns, we help operators maintain player interest and reduce churn rates effectively.”