# Customer Value for iGaming Demo id: `c3da0493-d3fd-4968-b85a-d0fac02f2ef8` Three iGaming deals, built end to end. Pick the closest to yours. Play: https://demo.everflow.io/preview.html?id=c3da0493-d3fd-4968-b85a-d0fac02f2ef8 Share: https://demo.everflow.io/s/c3da0493-d3fd-4968-b85a-d0fac02f2ef8 Each step is the tooltip the visitor sees, a one-line description of the screen, and what that screen is in Everflow. Generated from `screens_json` — not a second CMS. ## Step 1 · Custom Data Points · what you send about a player - **Screen:** Custom Data Points · what you send about a player - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** What Should I Reward For? A player who deposits once and never comes back earns your partner exactly what a player worth $2,000 a month earns them. Most programs cannot tell the difference. Customer Value can. It follows the individual player your partner sent you and pays when that player proves their worth. Pick the closest deal to yours and I will build it. You can switch at any point. ## Step 2 · Custom Data Points · what you send about a player - **Screen:** Custom Data Points · what you send about a player - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Let's Pay a Share of the Month Your deal is a revenue share. The partner earns a percentage of what a player is really worth after winnings, bonuses and tax, settled monthly, and a losing month follows the player into the next one. You can switch to another deal any time, from the menu up top. ## Step 3 · Custom Data Points · what you send about a player - **Screen:** Custom Data Points · what you send about a player - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Let's Pay Only When a Deposit Qualifies Your deal pays a bonus on a first deposit, but only when the player is in a market you are licensed for and has cleared KYC. Everything else should cost you nothing. You can switch to another deal any time, from the menu up top. ## Step 4 · Custom Data Points · what you send about a player - **Screen:** Custom Data Points · what you send about a player - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Let's Pay More for the Players Who Keep Playing Your deal pays by band. The more a player wagers across the month, the better the rate the partner earns. You can switch to another deal any time, from the menu up top. ## Step 5 · Custom Data Points · what you send about a player - **Screen:** Custom Data Points · what you send about a player - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Customer Value data points are the facts you send Everflow about one player. Everflow does not work any of them out for you. There is no NGR formula and no GGR field. You calculate the number your way, net of bonuses, fees and gaming tax, and send it. An unsent data point reads as zero, and nothing warns you. ## Step 6 · Advertiser Postback Report · the values arriving - **Screen:** Advertiser Postback Report · the values arriving - **In Everflow:** Postbacks (S2S) are server-to-server conversion tracking between the advertiser, Everflow, and the partner. - **Tooltip:** The Advertiser Postback Report is where you check the numbers actually turned up. Every player carries a user ID and whichever data points you sent on that conversion. If a value is missing here, the rule that needs it will never fire, and nothing will tell you that. ## Step 7 · Payout & Revenue Rules · where the deciding happens - **Screen:** Payout & Revenue Rules · where the deciding happens - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Payout and Revenue Rules are where the deciding happens. Data points only measure. One rule carries one outcome, so a deal with four bands is four rules, named on a grid so you can still find them at two hundred. ## Step 8 · Add Rule · General · whose total is it - **Screen:** Add Rule · General · whose total is it - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Progress Towards The Goal Is decides whose total this is. Shared pools a player's value across every partner, which is what a revenue share wants, because NGR is a fact about the player. Segmented keeps a separate total per partner, which is what a deposit bonus wants. ## Step 9 · Add Rule · Timeframe · does the count reset - **Screen:** Add Rule · Timeframe · does the count reset - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Goal Cycle decides when a player's progress resets. A revenue share settles when the month closes, so this one is Recurring on Month. ## Step 10 · Add Rule · Timeframe · does the count reset - **Screen:** Add Rule · Timeframe · does the count reset - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Goal Cycle stays on Continuous here. A qualifying deposit happens once in a player's life. There is no monthly reset to wait for. ## Step 11 · Add Rule · Timeframe · does the count reset - **Screen:** Add Rule · Timeframe · does the count reset - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Goal Cycle is Recurring on Month. Turnover accumulates, so each month the player starts from zero and climbs the bands again. ## Step 12 · Add Rule · Timeframe · the timezone decides the month - **Screen:** Add Rule · Timeframe · the timezone decides the month - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Timezone on the rule decides which month a conversion lands in, and therefore which invoice. Pick the one your finance team closes the month in. Not your own, and not the network default. ## Step 13 · Behavior · the only three operators there are - **Screen:** Behavior · the only three operators there are - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Operator list is only three long: Equal To, Greater Than, Less Than. There is no 'between'. A band needs two conditions, not one clever one. ## Step 14 · Behavior · a percentage of a number you sent - **Screen:** Behavior · a percentage of a number you sent - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Payout Model is what turns a payout rule into a revenue share. Set it to Percentage and point it at the number you sent. Spinorama pays 30% of NGR and books 45% as its own revenue on the same rule. ## Step 15 · Behavior · Carry Forward, Negative Balance - **Screen:** Behavior · Carry Forward, Negative Balance - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Carry Forward is the setting this whole deal turns on. Set to Negative Balance, a losing month follows the player into the next one. A winning month settles and clears. The balance goes negative. The payout never does. ## Step 16 · Behavior · the Text data points - **Screen:** Behavior · the Text data points - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Text data points match rather than compare. Player Geo and KYC Status are both Text. Text needs Exact Match. Equal To is numeric only and will refuse the value. ## Step 17 · Behavior · three conditions, joined with AND - **Screen:** Behavior · three conditions, joined with AND - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Goal conditions join with AND, always. There is no OR. Deposit over the floor, geo in a market you are licensed for, KYC verified. Miss any one and the bonus does not fire, which is the point. ## Step 18 · Behavior · the six ways a condition can read a value - **Screen:** Behavior · the six ways a condition can read a value - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Condition Logic decides which of a player's values the rule actually reads. Current Value looks at the one conversion in front of it. Sum of Values adds every value in the cycle. Same data point, completely different deal. ## Step 19 · Behavior · summed across the whole cycle - **Screen:** Behavior · summed across the whole cycle - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Sum of Values adds turnover across the whole cycle instead of reading the single conversion. This is the classic setup mistake. Leave it on the conversion and you pay a percentage of one bet instead of the month. ## Step 20 · Behavior · a band needs a floor and a ceiling - **Screen:** Behavior · a band needs a floor and a ceiling - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** A band needs two conditions, a floor and a ceiling. With floors only, one large player satisfies every band at once and you pay all four bonuses on the same person. ## Step 21 · Rule Details · the finished NGR rule - **Screen:** Rule Details · the finished NGR rule - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Carry Forward Settings is the line to check on the finished rule. If it does not say Negative Balance against your NGR data point, losing months are being thrown away and the rule is quietly a different deal from the one you agreed. ## Step 22 · Rule Details · the finished gate - **Screen:** Rule Details · the finished gate - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Goal on the finished rule reads back in plain words. Every condition has to be true at once. A player who deposits enough but fails KYC earns the partner nothing, and that is the rule working, not breaking. ## Step 23 · Conversion Events · a losing month and a winning one - **Screen:** Conversion Events · a losing month and a winning one - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Conversion Events report shows one player across two months. July went negative because the player won. August is worth $30,000. With carry forward on, August counts as $22,000 and the partner earns on that. The loss is shared rather than absorbed. ## Step 24 · Flex Report · which partners actually bring value - **Screen:** Flex Report · which partners actually bring value - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** The Flex Report answers the question you actually get asked: which partners bring players worth having? It breaks the numbers out per player under each partner, which no standard report does. ## Step 25 · Flex Report · which partners actually bring value - **Screen:** Flex Report · which partners actually bring value - **In Everflow:** Customer Value pays partners on real downstream value (deposits, LTV), not just the first conversion. - **Tooltip:** Now Build Yours That took a few minutes. It runs from here. Everflow never calculates NGR for you, and it has no casino mode. What it gives you is somewhere to put your own number and a rule that acts on it the same way every month.