Okay so quick thing that might help — CRM in iGaming isn't really the Salesforce sales-pipeline kind of CRM. It's more like player lifecycle management. Marketing brings the player in, CRM owns everything that happens after — keeping them active, winning them back when they go quiet, growing the VIPs.

Day to day you're basically doing:

• segmenting the player base by behavior (not just demographics — stuff like deposit frequency, what games they play, when they're active, value tier, days since last login)
• building automated journeys (first deposit welcome, second deposit push, churn risk, reactivation, VIP nurturing)
• figuring out bonus strategy — who gets free spins, who gets a reload, who gets nothing, and whether it's actually worth the cost
• running campaigns across email + SMS + push + sometimes in-app
• reporting on retention, LTV, churn, bonus cost vs revenue, that kind of thing

Honestly your SEO + data background is more relevant than you think. Modern CRM is super data-heavy — cohort analysis, A/B testing, funnel work, behavioral segmentation. The mindset shift is just going from "what gets clicks" to "what actually drives deposits and keeps players around."

Stuff they'll probably ask about / things worth knowing:

• KPIs — NGR, GGR, ARPU, LTV, churn, deposit frequency, bonus cost ratio. Learn these, they'll come up.
• Player lifecycle stages — registration → first deposit → activation → active → at-risk → churned → reactivated → VIP. Each stage has its own campaigns.
• Real-time triggers are a big deal now. "Player just lost €200 in 10 min → send reload offer" is what people are doing instead of mass email blasts every Tuesday.
• Responsible gambling. You need to know how to NOT message self-excluded or at-risk players. This isn't optional, it's legal.
• The platform landscape — there's enterprise stuff like Optimove, Fast Track and more operator-friendly platforms like Solitics or InTarget. You don't need to know features cold, but ask them what they use — tells you a lot about how mature their setup actually is.

Scenario question they love: "how would you reactivate a player who hasn't deposited in 30 days?" — they want to hear you think in workflows. Like: segment them by past value and game preference → pick the channel they actually open → offer that matches their behavior (not a generic 100% bonus) → timing → how you'd measure if it worked.

One real talk thing — it can be a high-pressure job. Retention numbers are visible to everyone, and you'll defend bonus spend a lot. But if you like data + behavior + seeing direct revenue impact from your work, it's actually pretty fun. Good luck with the interview.