All Departments
Marketing
GrowthPhase 2Lead: Marketing Master Agent
24 agents24 planned
Architecture Pattern
View full details →Marketing Orchestrator assigns campaigns to specialist agents. Content and copy go through evaluator-optimizer loops for quality and compliance.
Evaluation
4 metrics defined
Error Handling
3 scenarios covered
Self-Improvement
3 human checkpoints
Phase 2: Core Operations
Core Operations. Acquisition channels drive growth. Depends on Phase 1 player intelligence for targeting and attribution.
Tools
Customer.ioBack Office APIBlockchain AdsCoinzillaGoogle AdsTwitter AdsSimilarWebLinearSlack API
Goals
Maximize ROAS across all channelsDrive organic and paid acquisitionBuild community and brandManage influencer and affiliate marketing creativesApp store optimizationCold outreach for partnershipsScale affiliate network and optimize dealsMaximize referral volume via RAF program
Agent Sizing Rationale
23 agents: 1 master orchestrator + 2 strategy + 10 channel agents + 5 affiliate management + 5 refer-a-friend. Each channel is a single agent that owns both strategy and execution. Affiliates and RAF are integrated sub-sections with their own orchestrators reporting to the Marketing Master Agent.
Strategy & Orchestration (3-agent voting panel)
AgentDescriptionComplexityRolesStatusActions
Marketing Master AgentCoordinates all 11 channel agents, manages global budget allocation across channels, prevents cannibalization, and reports unified ROAS. Votes with strategy agents on budget reallocation.complex
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Attribution & Analytics AgentTracks every player back to their exact acquisition source. Manages first-touch, last-touch, and multi-touch attribution models. Feeds ROI data to the Master Agent.complex
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Budget Optimizer AgentAutomatically shifts spend to channels with the best CPA-to-LTV ratio. Models diminishing returns per channel and recommends optimal allocation.medium
executor
1. Programmatic Ads
AgentDescriptionComplexityRolesStatusActions
Programmatic Ads AgentOwns the entire programmatic channel — manages DSP campaigns on Blockchain Ads, Coinzilla, and mainstream platforms. Handles bidding, audience targeting, creative rotation, frequency capping, and real-time optimization. Reports channel ROAS to the Master Agent.medium
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2. Social Media
AgentDescriptionComplexityRolesStatusActions
Social Media AgentOwns the social media channel — creates and schedules posts for X/Twitter, TikTok, and YouTube. Manages content calendar, brand voice, community engagement, DMs, sentiment tracking, and crisis responses. Reports reach and engagement metrics to the Master Agent.medium
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3. SEO & Content
AgentDescriptionComplexityRolesStatusActions
SEO & Content AgentOwns organic search — performs keyword research, monitors rankings, manages technical SEO (site speed, schema, crawlability), builds backlink strategy, and produces game reviews, blog posts, landing pages, and localized content optimized for target keywords.medium
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4. Paid Search / PPC
AgentDescriptionComplexityRolesStatusActions
Paid Search AgentOwns the PPC channel — manages Google Ads and Bing campaigns including keyword bidding, ad copy, landing page alignment, geo-targeting, quality score optimization, negative keywords, and budget pacing. Reports CPA and ROAS to the Master Agent.medium
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5. Influencer & KOL
AgentDescriptionComplexityRolesStatusActions
Influencer & KOL AgentOwns the influencer channel — identifies and scores crypto/gambling influencers on YouTube, X, and Telegram. Manages outreach, negotiates deals, sends briefs, tracks deliverables, and measures ROI per influencer campaign.medium
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6. Community
AgentDescriptionComplexityRolesStatusActions
Community AgentOwns community management — manages Telegram groups and Discord server. Moderates chat, answers questions, runs polls, plans giveaways, tournaments, AMAs, and community challenges. Tracks engagement and participation metrics.medium
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7. PR & Brand
AgentDescriptionComplexityRolesStatusActions
PR & Brand AgentOwns public relations — writes and distributes press releases, pitches stories to crypto/gambling media, manages journalist relationships, identifies sponsorship deals, and negotiates co-marketing opportunities and brand collaborations.simple
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8. ASO / App Store
AgentDescriptionComplexityRolesStatusActions
ASO AgentOwns app store optimization — optimizes listings (title, description, keywords, screenshots, preview videos) for iOS and Android. Tracks rankings, download rates, conversion rates, and competitor performance. A/B tests store assets.medium
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9. Cold Outreach
AgentDescriptionComplexityRolesStatusActions
Cold Outreach AgentOwns outbound prospecting — identifies high-value targets (affiliate managers, crypto project leads, potential partners, whale players from on-chain data). Generates personalized scripts, manages call/email scheduling, tracks outcomes, and triggers follow-up sequences in Customer.io.simple
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10. CRM & Email
AgentDescriptionComplexityRolesStatusActions
CRM & Email AgentOwns all Customer.io lifecycle flows — welcome sequences, deposit/withdrawal notifications, promotional emails, reward reminders, and re-engagement campaigns. Personalizes message content, timing, and channel (email, push, SMS) per player. Coordinates with Retention to avoid message fatigue.medium
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Affiliate Management (3-agent panel)
AgentDescriptionComplexityRolesStatusActions
Affiliate Prospector AgentUses SimilarWeb data to find high-traffic gambling sites not yet sending traffic to Housebets.medium
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Deal Negotiation AgentAuto-negotiates CPA/RevShare/Hybrid deals within predefined bounds, escalates outliers.medium
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Affiliate Performance AgentTracks affiliate ROI, compares player LTV vs. acquisition cost, and optimizes deal terms.medium
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Affiliate Operations & Attribution
AgentDescriptionComplexityRolesStatusActions
Affiliate Attribution AgentTracks every player back to their exact affiliate source for accurate ROI calculation and commission attribution.complex
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Affiliate Orchestrator AgentCoordinates all affiliate operations, manages overall affiliate budget, negotiates deal renewals, and reports affiliate P&L.complex
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Refer a Friend (3-agent voting panel)
AgentDescriptionComplexityRolesStatusActions
RAF Campaign AgentIdentifies players most likely to refer based on social activity, deposit patterns, and engagement. Creates personalized RAF offers via Customer.io.medium
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RAF Reward Optimizer AgentA/B tests reward structures (both referrer and referee rewards) and learns which combinations attract the highest-LTV referred players.medium
executor
RAF Abuse Prevention AgentDetects self-referral, multi-accounting, referral rings, and other RAF exploitation patterns. Cross-references with Risk & Fraud signals.medium
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RAF Operations & Tracking
AgentDescriptionComplexityRolesStatusActions
RAF Attribution & Tracking AgentTracks referral chains, manages unique referral links, calculates per-referrer ROI, and reports RAF channel performance.complex
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Promotion Fulfillment AgentReceives winner details from marketing campaigns (X competitions, Trustpilot reviews, surveys). Auto-credits player accounts with correct bonus terms (amount, turnover requirement), notifies the player via email/chat, and confirms completion to marketing in #cs-promotions-bonuses.medium
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RAF Orchestrator AgentCoordinates all RAF operations, manages RAF budget allocation, triggers reward payouts, and reports RAF P&L.complex
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Agents Used From Other Departments
These agents from other departments feed data into or are called by this department's agents.
Player Intelligence & DataExternal
Segmentation AgentLTV Prediction Agent
Player segments and LTV drive all campaign targeting and budget allocation.
RetentionExternal
Retention Orchestrator Agent
Marketing and Retention coordinate on CRM messaging to avoid fatigue and overlap.
Finance & TreasuryExternal
Revenue Accounting AgentTreasury Management Agent
Marketing budget allocation, campaign spend tracking, and affiliate commission payouts all flow through Finance. Budget Agent requests funding approvals; Attribution Agent feeds ROI data back to Finance for P&L reporting.
Product & DesignExternal
Brand & Design System AgentUX Research Agent
All creative output must pass through Product & Design for brand consistency (brand.housebets.com).
Compliance & LegalExternal
License Monitoring AgentResponsible Gambling Agent
Ad content must comply with gambling advertising regulations per jurisdiction. Affiliate terms need legal review. All marketing must include responsible gambling messaging.
Rewards & VIPExternal
Bonus Design AgentVIP Orchestrator Agent
VIP status informs marketing segmentation and exclusion lists. Marketing promotions use the rewards system for bonus delivery and personalization.
Casino OperationsExternal
Tournament AgentPromotion Scheduling Agent
Casino promotions and tournaments are co-created with Casino Ops. Marketing drives traffic; Casino Ops manages the game-side execution.
SportsbookExternal
Odds Monitoring Agent
Sports promotions (acca boosts, free bets, event-specific offers) require real-time odds data and coordination with the sportsbook team.