A technology and growth group that came out of operations
CALI Group is an iGaming technology and growth group developing specialised solutions across acquisition, communication, CRM, automation and data.
We started building our own solutions to problems we ran into inside the operation. Off-the-shelf email platforms were expensive and closed; community channels were managed by hand; reports never agreed with each other. We wrote our own tool for each of them.
Over time those tools stopped being internal. Each became an independent solution that can be bought, deployed and operated on its own.
Today they all run on the same foundation: one event schema, one access model, one reporting line. When we build something new we are not adding a line to a service list — we are connecting another solution to the ecosystem.
Growth
Measurable user growth through paid media, acquisition funnels and community channels.
Technology
Platforms, bots and panels we develop ourselves — no dependency on third-party licences.
Data
Event pipeline, attribution model and reporting layer — every channel writes to one schema.
Operations
The team, process and reporting discipline that run the day-to-day.
A four-stage handover
We do not start spending before measurement is in place.
Diagnosis
Review of current channels, tracking setup and the last three months of numbers. Output: a list of losses and priorities.
Setup
Accounts, tracking, domain authentication, segments and the creative line are built. Spend does not start here.
Operation
Daily optimisation, weekly creative testing, flows switched on, weekly reporting.
Scale
Budget increases where unit economics hold, new markets and languages opened, further solutions connected.
Measurement first, spend second
In most setups the problem is not the budget — it is the table that is supposed to show where the budget went.
Commercial model
Managed operation, platform licence or project-based development, depending on the solution. Media spend is always invoiced separately.
Team structure
One accountable lead per client, with separate teams behind them on media, creative, CRM, engineering and data.
Cadence
A weekly decision call, a detailed monthly report, a quarterly strategy review.
Handover
If the engagement ends, accounts, lists, templates and dashboards stay with you.
Built by operators. Developed as solutions.
We don't just operate the stack — we build it
While other teams license third-party software, we develop our own email platform, bots, acquisition and reporting panels. The roadmap is ours; there is no waiting on a vendor.
From inside operations
The team comes out of iGaming operations. You will not have to explain how bonus cost, wagering requirements, payment declines and withdrawal queues affect a campaign.
One source of truth
Every solution wires into the same event schema and attribution model, so reports come from one place and channels stop claiming each other's deposits.
Modular architecture
Start with a single solution and connect the rest of the ecosystem as you need it. Nothing forces you to take it all at once.
Permission-based data
On email, SMS and community we stay inside opt-in lists. We do not burn domain and channel reputation for short-term volume.
Transferable setup
If the engagement ends, accounts, lists, templates and dashboards stay with you. We do not build locked setups.
Work we do not take
- Email or SMS sending to non-consented lists
- Member scraping, bulk adding without consent, fake accounts
- Spam filter evasion, IP masking and domain rotation
- Unlicensed operators and markets where advertising is prohibited
- Creative aimed at under-18s or designed to circumvent age gates
- Messaging that promises winnings that have not occurred
Let us review your current setup
We look at your acquisition, communication and reporting layers, and show on one page which solution changes what.