How Cyclickal Helps Operators Scale Smarter Through Data-Led Strategy

Are you backing the right players from day one? What if your acquisition team is bringing in the wrong kind of traffic? 

These are just a few of the questions tackled in this episode of Connected with Pragmatic Solutions, with Gerry Murray, Co-Founder of Cyclickal. The discussion explores how Cyclickal helps operators unlock commercial growth by predicting player value, aligning acquisition strategies with actual long-term behaviours, and bridging internal silos between marketing, product, and data teams.

Initial assessment 

Cyclickal’s approach begins with its Lifecycle Health Check – a forensic audit of player behaviour, acquisition strategy, and commercial performance. This reveals where operators are missing out on value, and where realignment can deliver rapid ROI. 

Gerry shares how one operator discovered its acquisition efforts were targeting a player profile completely misaligned with its most valuable user segment. By refining onboarding, revising acquisition targeting, and running a competitive pitch process to appoint a better-suited media agency, the business doubled in size within 18 months and increased its monthly acquisition spend by 75% — with improved ROI and healthier commercial performance. 

Responding to regulation with data-led clarity 

The Cyclickal model has also delivered powerful results in newly regulated markets such as Brazil. As the market regulated in January 2025, many operators faced uncertainty, with KPIs reset and market behaviour shifting overnight. 

Cyclickal helped clients distinguish between natural post-regulation changes and signals requiring strategic intervention. One operator working with Cyclickal doubled its business in just six months by using predictive models to better allocate bonus funds, reduce inefficiencies, and focus retention on high-value players. 

In high-volume markets like Brazil, treating every player the same leads to waste. Cyclickal’s segmentation and modelling ensures bonus allocation is efficient and focused from the first touchpoint. 

A long-term partner for sustainable growth 

Cyclickal isn’t a quick-fix consultancy — their model is designed for long-term engagement and continuous improvement. After the initial Lifecycle Health Check, they provide operators with clear, prioritised recommendations. Some initiatives can be executed internally, while others lead to deeper collaboration — such as segmentation design, model building, or retained strategic consulting. 

Gerry and the team have been working with some of their clients for over six years. The cyclical nature of performance improvement — audit, implement, reassess — is built into their name and embedded in their client relationships. 

5 key takeaways: 

• Cyclickal predicts player value from the first session to guide acquisition and retention.

• The Lifecycle Health Check uncovers misalignment between strategy and player behaviour.

• Bonus funds are deployed efficiently with segmentation and predictive models from day one. 

• Operators in fast-changing markets like Brazil gain clarity and control post-regulation. 

• Long-term, embedded partnerships drive sustainable, data-led growth across departments. 

Listen to the full podcast episode with Gerry Murray of Cyclickal here.