In iGaming, success isn’t just about offering immersive games and flashy promotions. True growth lies in cost efficiency, innovative technology, and, most importantly, choosing the right solution provider — one that meets your needs and evolves with you. That’s exactly what our client, BlueChip, discovered when they set out to optimise their operations in Asia with VeliEDGE — our dynamic no-code CRM and player engagement platform.
As an already established brand, BlueChip was thriving, but they knew that long-term success required smarter, more efficient processes. Having cost optimisation as a top priority, they turned to VeliEDGE. The goal wasn’t just to switch CRM platforms — it was to unlock new growth potential while ensuring a seamless transition that wouldn’t disrupt their ongoing operations. How did it all play out? Let’s dive in.
Switching the technology partner
BlueChip had already experimented with several popular engagement platforms — ones promising AI-powered automation, multi-channel engagement, and cutting-edge technology. On paper, it all seemed perfect. So, what went wrong?
With other platforms, BlueChip faced limitations when creating customer journeys. Testing different engagement strategies, messaging, and communication channels is essential for winning a diverse Asian audience, yet these platforms imposed additional costs for scaling up workflows. At VeliEDGE, we believe that fresh ideas should be encouraged, not penalised. That’s why BlueChip was able to create and run hundreds of workflows with us — 200+ of them active simultaneously — without extra fees. This freedom allowed them to build strategic, operational, and situational workflows tailored to different needs, player segments, and engagement goals.
Then came the issue of data accessibility. Two popular platforms required a third-party integration with a separate customer data platform to measure engagement results. This not only doubled the costs but also added unnecessary complexity. VeliEDGE, on the other hand, is a comprehensive CRM and player engagement platform. With built-in analytics, operators gain crystal-clear, real-time insights into the metrics that truly matter — GGR, engagement trends, retention, and more. No need for advanced analytical knowledge, third-party integrations, or hidden costs — just seamless access to the data needed to drive results.
By choosing VeliEDGE, BlueChip gained the flexibility to test and optimise without limitations, all while using powerful analytics to make every engagement decision count.
Our Approach: Beyond One-Size-Fits-All
Our effective collaboration with BlueChip was built on a deep understanding of their needs. At VeliTech, we are committed to delivering a boutique-like service — a sharp contrast to the mass-market approach of other iGaming providers. Unlike the one-size-fits-all solutions BlueChip had previously encountered, we focused on close communication and adaptability, ensuring a seamless transition to VeliEDGE.
The work began in October 2024, when we gathered detailed requirements and identified the key gaps in the existing setup. From there, we outlined a phased development plan, with an MVP launch as the first milestone, followed by testing and ongoing improvements in later stages. Our customer success process was key to making this transition smooth. Over the course of 3 months, we held bi-weekly syncs to ensure BlueChip was fully utilising the VeliEDGE capabilities. Unlike platforms that leave clients to figure things out on their own, we stayed actively involved — listening, and refining the solution to meet the client’s evolving needs. And this is just the beginning: the project is still ongoing, with new features and enhancements already in the pipeline.
Tailored Technology & Features for BlueChip
Enhancing Player Retention with Automation
To strengthen long-term player retention, we introduced Loyalty Points, streamlining BlueChip’s loyalty program and enabling automated reward distribution. Since tag-based segmentation is central to the client’s engagement strategy, we also enhanced the tagging system, making it more flexible and fully automated to better target and engage players. We also introduced Magic Link, a feature designed to eliminate friction in the player journey. Thanks to this, players can instantly log in and land directly on a targeted page, cutting unnecessary steps in the user journey and boosting conversions.
Smarter Fraud Prevention with Bonus Abuse Detection
Another major enhancement was refining data processing to align with BlueChip’s business logic. To combat fraud, our team developed a custom bonus abuse detection system, calculating fraudulent behaviour based on the client’s specific parameters. While originally designed for BlueChip, this feature has proven to be so effective that it now has the potential to benefit all VeliEDGE clients.
Maximising Engagement at No Extra Cost
One of the biggest upgrades we introduced was expanding engagement capabilities without requiring additional costs. Our team implemented a Message Feed, allowing the client to send in-app messages without requiring player consent. The impact was immediate — this became their most-used channel, with over 4.5 million messages sent in just two months.
To further enhance engagement, we customised mobile push notifications to match BlueChip’s precise requirements, ensuring maximum impact. Another highly effective and cost-efficient tool was pop-ups. The VeliTech team built a fully custom pop-up system from scratch, tailored specifically for BlueChip’s key market — India, where this engagement method delivers the best results.
Instant Clarity with iGaming-Focused Analytics
Sharper insights are the starting point of every winning strategy. That’s why we introduced built-in dashboards tailored specifically for iGaming — giving BlueChip full visibility without the hassle of third-party tools or hidden costs. Unlike platforms that depend on external analytics systems, VeliEDGE delivers real-time, in-platform data, ready to inform your next move. No complex setup, just intuitive dashboards built for operators, not analysts.
The Communication Analytics Dashboard offers a clear, channel-wide view of engagement, while the General Dashboard tracks the metrics that matter most: GGR, Retention, MAU, WAU, DAU — empowering BlueChip to make smarter decisions.
Final Thoughts
BlueChip’s journey in Asia with VeliEDGE is a testament to what happens when cost efficiency meets a truly boutique-like service. Today, the client’s system runs exactly as expected. With full control over their engagement strategies, BlueChip can effortlessly implement their own logic and business approach, free from third-party dependencies.
The transition itself was exceptionally smooth, with near-zero production issues — a true reflection of our careful planning, adaptability, and commitment to excellence. By meeting BlueChip’s unique needs, we helped them unlock greater automation, endless personalisation, and seamless scalability — all without extra costs. Every tool they need for powerful player engagement is now at their fingertips. And we’re not stopping there. The partnership continues to evolve, with new strategic enhancements actively being developed to support BlueChip’s long-term growth in Asia.
