Ever wonder how a sportsbook retains its most valuable players without flashy bonuses? 15M CEO Dmitry Belianin explores just that with Phil Kornyshev, Head of Commercial at Pinnacle. Known for running one of the sharpest operations globally, Pinnacle thrives on price sensitivity, volume-based cashback, and invisible service as its key retention strategies, rather than traditional incentives.
Why Sharp Players Prefer Pinnacle Over Bonus-heavy Books
According to Kornyshev, the biggest misconception about sharp bookmakers is that you have to be a professional bettor to use one.
“You don’t need to be really, really good,” he explains. “That’s why some people start with soft books thinking they’ll learn first. But sharp books are actually better places to learn. You keep your eye on the ball, no distractions from bonuses or fluff.”
At Pinnacle, what attracts sharp players isn’t flashy promotions but the strength of the product.
“We offer odds comparable to exchanges. If you know what you’re doing, or want to learn, this is where you go.”
Two Types of Limits Define Player Experience
High withdrawal and betting limits are central to Pinnacle’s model. Kornyshev explains that sharp players often stress-test a bookmaker by withdrawing and re-depositing large sums early on.
“They want to see how legit you are. If you handle it smoothly, they trust you, and stay.”
By proactively identifying sharp players, Pinnacle increases their limits before they ask. “We want them to play with us for years,” he says. “Some of our players joined through affiliates in 2007. The affiliate’s no longer active, but the player is still here.”
How Pinnacle Treats VIPs Differently
Pinnacle avoids typical VIP tactics like constant marketing emails or bonus reminders. “Our players don’t like to be bothered. We just let them cook,” Kornyshev says. If there’s a dispute or regrading, which happens often in live or obscure markets, Pinnacle resolves it quickly and quietly.
“Sometimes we give them a nice surprise just to show we’re on their side.”
Many sharp bettors use Pinnacle’s odds as signals. “They’re not casual,” Kornyshev notes. “They use ARB services. They’ve got strategies. Our job is to help them follow through with that.”
Why Cashback Beats Bonus Offers
Though bonuses are rare at Pinnacle, they do offer a tiered volume rebate. “It’s not publicised, but it’s there,”Kornyshev explains. “Silver, bronze, if you hit certain thresholds, you get cashback. It doesn’t matter if you win or lose.”
He believes this is more sustainable than reload bonuses. “Instead of depositing, losing, and chasing bonuses elsewhere, players just keep playing. It matches our brand. We’re not chasing everyone. We want the right players to stay.”
How to Build Experience-driven Retention From Scratch
For operators wanting to move away from bonuses, Kornyshev advises starting with a loyal VIP base. “You have to teach players from the beginning that you’re not going to bonus them every time,” he says. “Stick to your rules. Offer cashback, a good casino experience, and long-term engagement, not short-term gimmicks.”
He adds that loyalty must be earned. “Don’t create expectations you can’t meet. If players expect a bonus and don’t get it, they leave. But if they expect quality and experience, and you deliver, they stay.”
Why Price Sensitivity is a Long-Term Advantage
Pinnacle invests heavily in educating users about odds. “We build evergreen content about margins in tennis, about how much more you would’ve won if you bet a whole season with us,” Kornyshev says. “We want players to understand value, and it works. It helps us grow the market for sharp bettors.”
He calls this cultivating price sensitivity, getting users to care about odds, not just bonuses. “That’s our top-of-funnel strategy. We’re not trying to convert everyone. We’re trying to find the right ones.”
The Service Element Most Operators Overlook
For Kornyshev, high-touch support is essential. “If a deposit fails, a bet is regraded, or anything goes wrong, we’re on it. Our VIP managers work closely with support and fraud teams. It’s not about interfering. It’s about making sure nothing goes wrong.”
That level of attention extends across the business, from KYC to customer success. “We control every aspect of the player’s interaction. Quietly. That’s what they expect.”
Three Non-bonus Tactics Every Sportsbook Can Try
While Pinnacle’s model isn’t for everyone, Kornyshev believes any operator can borrow from their approach:
• Focus your product, don’t overextend. Be great at a few things rather than mediocre at many.
• Proactively increase limits, but only when players earn it. Never on request.
• Optimise the first week, strip down communication to only what’s useful and meaningful.
“Look at what your new user receives in their first week,” he advises. “It’s usually too much. Cut the noise. Keep only the essentials. When you do send something important, they’ll actually read it.”
.svg)
