iGaming CRM glossary
Short definitions and formulas for the metrics operators use to run and measure CRM and retention.
What is Churn Rate in iGaming? Formula and Definition
Player churn rate is the share of players active in a base period who have no qualifying activity in the following period. Churn in a casino or sportsbook is inferred from inactivity. The account stays open, so the operator must define what counts as activity and how long silence counts as loss.
What is FTD in iGaming? First-Time Depositor Explained
FTD stands for first-time depositor. It is a registered player who completes a first real-money deposit with the operator. Marketing, affiliate and CRM teams count FTDs because the first deposit is the point where a registration becomes a customer.
What is GGR in iGaming? Gross Gaming Revenue Explained
GGR (gross gaming revenue) is the amount players stake with an online casino or sportsbook minus the winnings the operator pays back. It is the gross win before bonuses, taxes, fees and other costs. Operators use it as the top-line figure for gaming activity.
What is Incremental Lift? Formula and Control Groups
Incremental lift is the extra result a campaign caused: the gap between players who were contacted and a comparable group who were not. A raw count of players who deposited after a message includes players who would have deposited anyway. Only the gap to the control group belongs to the campaign.
What is NGR in iGaming? Net Gaming Revenue Explained
NGR (net gaming revenue) is the revenue an online casino or sportsbook keeps from gaming after deducting bonuses, gaming taxes, payment fees and other agreed costs. It starts from GGR and ends at the figure that finance, partners and CRM teams use to judge profit.
What is Player LTV in iGaming? Lifetime Value Explained
Player lifetime value (LTV) is the total net revenue one player generates for an operator from the first deposit to the end of the relationship. Operators build it from NGR, so bonus cost, taxes and fees are already deducted. LTV tells a CRM or VIP team how much it can spend to acquire, retain or win back a player.
What is Reactivation Rate in iGaming? Formula and Use
Reactivation rate is the share of dormant players who make a deposit again within a defined window after a campaign starts. A dormant player is a player with an open account and no deposit for a set number of days. Teams use the rate to see how many players a campaign brought back.
What is Player Retention Rate in iGaming? Formula
Player retention rate is the share of players in a starting group, called a cohort, who are still active after a set time. The cohort is defined by a shared start event such as registration or first deposit. Retention shows how well an operator keeps the players it has already paid to acquire.