•108,403 players signed up, beating our target by 8.4%.•Our eCRM programme helped bring in 13,770 players, and exceeded our target by 12.7%.

•Average Open Rates for emails was 19.7% with an average CTR of 3.1%.•Our most important group to re-engage, our Pro players had an open rate of 27.3% and a CTR of 5.5%.•CPA for eCRM programme was £1.24, and the Average CPA for the overall campaign was £2.74.In total 75% of those who played the game were existing Dream Team players, showing that these people remain loyal to the game.