Cross-campaigns between circuits

1) The concept of "chains" and cross-campaigns

• Content (studios → aggregators/RGS → operator showcase → tournaments/missions),
• Payment (PSP/APM → anti-fraud → 3-DS/operator → accounting/wallet),
• Compliance/KUS-AML (verification → sanctions lists → RG policies),
• Affiliate/media (traffic sources → tracking → postbacks → offers),
• Analytical/ML (EDA → display cases → A/B → BI/alerts).

Cross-campaign between chains - synchronous launch of an initiative, where each chain contributes to one common result (FTD, ARPU, LTV, retention), and the rules, attribution and SLO are common to all participants.

2) When it needs it

Seasonal peaks (championships, holiday weeks): simultaneously change content, offers, payment routes and KYC-UX.
Exclusive/flagship content output: accelerated verification + promo from affiliates + priority APMs.
Retention marathons: quests where progress depends on actions in different chains (game + deposit + KYC + mission).
Incidents/Sanctions: Content/Payments Fast Track and Attribution/Offers Update.

3) Cross campaign goals and SLOs

Experience: p95 login/deposit/bet/award within target limits.
Payments: conversion to deposit on priority APM, authorization time.
Compliance: share of successful KYC in ≤ X minutes, 0 PII leaks.
Marketing: FTD, D7/D30-retention, campaign share in GGR.
Reliability: uptime partner integrations, MTTR on incidents, cut-over time.

4) Cross-campaign architecture

4. 1 Event orchestration (EDA)

Single event bus: 'click', 'session', 'bet/spin', 'deposit', 'kyc _ status', 'fraud _ signal', 'reward _ granted'.
Schema contracts (Schema Registry), versioning, party keys ('playerId', 'campaignId').

4. 2 Startup topology

GSLB + local PoPs: general intent but regional data/payment rules.
Service Mesh: limits/retrays/CB, S2S signature, mTLS, outlier-ejection for external partners.
Real-time showcases: leaderboards/progress from materialized views without hitting OLTP.
Rule-engine: declarative rules of offers (country/verification/AWS/limits).

4. 3 Data and privacy

PII minimization, tokenization, separate protected storages for personal fields.
DPA/DPIA: controller/processor roles, retention periods, cross-border flows.

5) Cross-campaign patterns

5. 1 "Content × Payments"

Release window + zero commission/cashback to local APM, PSP prioritization to UI, fast KYC stream.

5. 2 "Affiliates × Content × RG"

Co-branded streams and missions with soft RG limits; attribution of "last elastic touch" and postbeck chains.

5. 3 KYC × Retention

Fast-track KYC opens access to the campaign/tournament stage; UX prompts, SLA for document processing.

5. 4 "Recovery-diagonal"

In case of studio failure/PSP - automatic fallback within the same campaign + compensation.

6) Campaign design by phase

Idea (T-30... T-20): hypothesis, goals, budget, risks, regions, channels; selection of anchor partners.
Contracts (T-20... T-14): event schemes, offers, postbacks, DPA/DPIA, SLO/penalty.
Preparation (T-14... T-3): feature flags, synthetics, load, fallback scripts, creatives.
Launch (T-0): phased rollout by region, p95 verification, war-room on-call.
Optimization (T + 1... T + 14): A/B adjustments of offers, balance of awards, RCA incidents.
Retro (T + 15): P&L campaigns, insights, playbook updates.

7) Orchestration of offers and restrictions

Region/channel/chain-level feature flags; instant on/off.
Cap restrictions by PSP/channel/affiliate; partner overload protection.
Idempotent keys of awards and transactions; deduplication in the saga/workflow.

8) End-to-end attribution

UTM standards, single click-id, postbacks between chains.
"Last optional touch" + attribution window consistent with finance/legal.
Real-time reporting with binding to 'campaignId' and 'playerId' without unnecessary PII.

9) Observability and war-room

End-to-end 'trace-id' from click to reward/payout.
Dashboards: p95 stages (login/deposit/bet/reward), KYC conversion, APM performance, uptime partners.
War-room procedures: RACI, stop button, escalation thresholds, RCA templates.

10) Success Metrics (KPIs)

Growth/monetization: FTD, ARPU/LTV, campaign share in GGR.
Hold: D7/D30, session frequency, share of wallet.
Payments: CR to APM/PSP deposit, authorization time, chargeback rate.
Compliance: share of KYC-pass ≤ N minutes, 0 leakage incidents, RG indicators per 1k active.
Experience: p95 login/deposit/bet/award issuance, speed of leadership board renewal.
Reliability: uptime integrations, MTTR, cut-over time in case of failure.
Operating system: TTM feature/offers, cost-to-serve (on rps/FTD/award).

11) Anti-patterns

Campaign "in one chain": no synchronization with payments/CCM/affiliates.
SPOF provider (one PSP/one studio) without reserves and quotas.
There is no end-to-end trace-id/postbacks - a failure of attribution and P&L disputes.
PII "walks" between chains without tokenization and DPIA.
Global offer without localization of restrictions/culture/payment habits.
Unlimited retreats → traffic storms and cascading failures.

12) Launch checklist

1. Goals, KPIs, budget, regions and channels are fixed.
2. Partners of all circuits - confirmed; SLA/SLO cards and contacts are ready.
3. Event/data contracts, DPA/DPIA, offer legal - agreed.
4. Feature flags, rule-engine, caches/storefronts, postbacks - configured and tested.
5. Attribution and A/B are included; baseline is removed.
6. Observability, war-room, stop-button - in battle.

7. DR plans (content fallback/PSP/KYC) - checked; cut-over ≤ 60-90 sec

13) Roles and Responsibilities (RACI, Brief)

The operator/PM of the campaign is the owner of the goal and budget, the final "go/no-go."

Content lead - releases, tournament/mission rules, rating/awards.
Payment elevator - PSP/APM orchestration, limits, chargeback monitoring.
KYC compliance - verification scenarios, RG policies, DPIA.
Affiliates/media - offers, creatives, streams, postbacks.
Analytics/ML - segmentation, A/B, reporting, insights.
SRE/Observability - SLI/SLO, alerts, RCA, DR exercises.

14) Artifact patterns

Campaign Brief (1-page): hypothesis, goals, markets, budget, risks, SLO.
Data Sharing Matrix: fields, purpose, legal framework, shelf life.
Partner Scorecard: Scope, Quality, Risk, Compliance, Innovation.
SLO Sheet: p95 by stage, uptime integrations, MTTR.
Incident Playbook: contacts, thresholds, escalations, cut-over checklists.

15) Evolution Roadmap

v1 (Alignment): single offers + basic attribution + manual coordination of chains.
v2 (Integration): event bus, real-time showcases, feature flags, rule-engine.
v3 (Automation): auto-dosing of traffic/offers by SLI, ML predictive hints.
v4 (Networked Governance): portfolio of cross-campaigns, joint PoP/edge, co-funding models.

Brief summary

Cross-chaining campaigns turn an ecosystem into a coherent network of values: a common event highway, uniform rules/attribution, Zero Trust and observability, plus redundancy and DR. This approach increases growth and retention rates, improves user experience and reduces risk - with transparent P&L and a reproducible operating model.