It takes not only data to optimize CRM communication strategy. To create communication appealing to humans, Human Centered Design approach is the obligatory roadmap. Importance of data is indisputable. Especially in the industry that is strongly based on the CRM communication. That's why data analytics was the essential first step in our task to reveal how bookmaking industry communicates with players. There are however more aspects that are worth considering if the recommendation is going to be complex. We made second step in order to understand emotions generated by communication.