What is FTD in iGaming? First-Time Depositor Explained
An FTD is a registered player who completes a first real-money deposit. Operators use it to measure acquisition, onboarding and the start of the player lifecycle.
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.
The term is used for both the person and the deposit. Say which one you mean in each report.
Formula
- FTD rate = FTDs ÷ registrations in the same cohort
- Cost per FTD = acquisition spend ÷ FTDs
- Second-deposit rate = FTDs who deposit again within N days ÷ FTDs
Group players by registration date, or by first-deposit date if you report on deposits made. Do not mix the two in one table.
Example. An operator registers 10,000 players in a month. 3,000 make a first deposit within 30 days, so the FTD rate is 30%. Marketing spend is €90,000, so cost per FTD is €30. 1,200 of the FTDs deposit again within 30 days, so the second-deposit rate is 40%.
Registration to second deposit
Example. One monthly cohort.
How operators use FTD
Acquisition teams track cost per FTD by channel and compare it to expected player value. Where an affiliate deal pays per FTD, the contract definition decides what gets paid. Check which deposits count and whether a minimum amount applies.
CRM teams use the FTD as the anchor for onboarding cohorts. The weeks after the first deposit are when a second deposit follows or does not. Cohorts built on the FTD date make welcome journeys comparable over time, as shown in cohort analysis in iGaming.
In the Gamble Grip lifecycle map, the stage before the FTD is a player with interest but no deposit. The stage after it is a player with no repeat deposit. Both are lifecycle stages a CRM programme can work on, and both are covered by Lifecycle Factory.
Common mistakes
- Counting deposit attempts. Count only successful deposits.
- Counting an FTD per brand when the same person deposited on a sister brand. Decide whether the unit is the person or the account.
- Using a different window for each channel. A 30-day window can only show a rate at least as high as a 7-day window.
- Stopping at the FTD. Cost per FTD says nothing about whether the player stays. Add retention rate and NGR per FTD cohort.
- Ignoring bonus-led FTDs. Report them separately, because their NGR after bonus cost can differ.
Related terms
Player retention rate, churn rate and player LTV describe what happens after the FTD.
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Discuss a campaignFrequently asked questions
What does FTD mean in iGaming?
FTD means first-time depositor: a player who has made a first successful deposit with the operator. The same abbreviation also names the deposit itself.
How is FTD rate calculated?
Divide the number of players who made a first deposit by the number of registrations in the same cohort. Use one window, such as 7 or 30 days from registration.
Is an FTD the same as a new customer?
No. A registration is a new account. An FTD is a registration that deposited. Many registrations never become FTDs.
Why do CRM teams track the second deposit after the FTD?
An FTD pays for acquisition once. The second deposit shows whether the player has started to return, which is where retention work begins.