Case Study: Classic Rummy boosts player retention by 24% and triples payments with MoEngage

Classic Rummy - Customer Case Study

Classic Rummy, India’s leading online rummy portal, faced the challenge of improving player onboarding, retention and monetization while moving away from a fragmented multi-tool CRM approach. To get a deeper, real-time understanding of player behavior and automate personalized journeys, Classic Rummy partnered with MoEngage and adopted an insights-led engagement platform (using Flows, in‑app interstitials, SMS campaigns and push notifications).

Using MoEngage’s unified analytics and orchestration, Classic Rummy launched behavior-driven flows, invite-only tournaments and targeted incentives to nudge second deposits and re-engage at-risk players. The result: 3x increase in payments and total payment value over six months, 2x growth in payments from new users, and a 24% month-on-month user retention (vs. 10–12% industry average), while MoEngage helped automate manual work and scale personalization in real time.

Classic Rummy

Harivanam

Senior Team Lead