Active PlayersActive Players is the count of unique players who took a real action — such as logging in, depositing, or placing a bet — during a set period like a day or a month.core
Affiliate NetworkA platform or programme that connects operators with affiliates who refer players in exchange for commission.core
ARPPUAverage revenue generated per player who actually deposited or wagered in a period, excluding non-paying registrants.core
ARPUThe average amount of revenue an operator earns per user over a set period, found by dividing total revenue by the number of users.core
B2B vs B2CB2B companies sell products and services to other gambling businesses, while B2C companies run the brands that take bets and deposits directly from players.core
Bonus Abuse RatioA measure of how much of an operator's bonus spend goes to players exploiting promotions rather than genuinely engaging.advanced
Bonus CostBonus cost is the monetary value of the bonuses, free bets, and free spins an operator grants to players, counted as a cost that is subtracted from Gross Gaming Revenue (GGR) to arrive at Net Gaming Revenue (NGR).core
Bonus RatioBonus cost expressed as a percentage of revenue, showing how much of the top line is spent on promotions.core
Brand vs Performance MarketingThe contrast between marketing that builds long-term awareness and trust (brand) and marketing bought for measurable short-term response (performance).core
Churn RateChurn rate is the share of a gambling site's active players who stop playing during a given period, usually measured each month.core
Cohort AnalysisA method that groups players by a shared start point — usually sign-up or first-deposit month — and tracks each group's behaviour over time.core
Contribution MarginRevenue left after subtracting the variable costs directly tied to serving a player or segment, before fixed overheads.advanced
CRM AutomationSoftware-driven, triggered player communications and journeys that run automatically based on behaviour and segments.core
Cross-SellEncouraging a player active in one product to also play another — for example moving a sportsbook bettor into casino games.core
Customer Acquisition Cost (CAC)The total marketing and sales spend divided by the number of new depositing players it produced over a period.core
DAU / MAUThe count of unique players active in a single day (DAU) versus in a rolling or calendar month (MAU).beginner
Deposit FrequencyHow often, on average, a player funds their account within a given period.core
Dormant AccountA player account that has had no real activity for a set period, which triggers specific operator rules for how it is flagged, communicated about, and how any remaining balance is handled.core
First Time DepositorA first time depositor (FTD) is a newly registered player at the moment they fund their account with real money for the first time — the point at which a sign-up becomes a paying customer.core
GGR (Gross Gaming Revenue)GGR is the money an operator keeps from bets after paying out winnings — total stakes minus total winnings paid to players.core
HandleHandle is the total amount of money players wager over a period, counted before any winnings are paid back out.core
HoldHold is the share of the money players wager that the operator actually keeps as revenue over a period of time.core
Hold PercentageThe share of all the money wagered (the handle) that an operator keeps as revenue after paying out winnings, measured over a period of play.advanced
Lifetime Value (LTV)Lifetime Value is an estimate of the total net revenue a player is expected to generate for an operator across the whole time they remain active.core
Marketing AttributionThe practice of assigning credit for a conversion across the marketing touchpoints a player encountered before signing up or depositing.advanced
Marketing Consent / Opt-inThe recorded permission a player gives to receive marketing, and the legal basis governing which channels an operator may use.core
Next-Best-ActionA decisioning approach that picks, for each player at each moment, the single most appropriate message, offer, or intervention.advanced
NGR (Net Gaming Revenue)NGR is what an operator actually keeps from players' bets after paying out wins and then subtracting bonuses, gaming taxes, and certain operating fees.core
Payback PeriodThe time it takes for the value a player returns to repay the cost of acquiring them.core
Player Segmentation (RFM)A method that scores players on how recently, how often, and how much they play to group them for tailored treatment.core
Predictive ChurnUsing historical behaviour and statistical or machine-learning models to estimate which players are likely to stop playing soon.advanced
ReactivationMarketing and CRM activity aimed at bringing lapsed or dormant players back to depositing and playing.core
Reinvestment RateThe share of a player's or segment's value that an operator gives back as bonuses, comps, and rewards to sustain play.advanced
Retention RateRetention rate is the share of players who keep coming back to an operator after a starting point such as signing up or making a first deposit, measured over a set period.core
Search Engine Optimisation (iGaming SEO)Optimising websites and content to rank in unpaid search results for gambling-related queries, a fiercely competitive acquisition channel.core
StickinessThe ratio of daily to monthly active users (DAU/MAU), expressed as how many days in the month a typical monthly player engages.core
Streamer MarketingPromotion through people who broadcast live gambling sessions on platforms like Twitch, Kick, or YouTube, usually under affiliate or sponsorship deals.core
Sub-AffiliateAn affiliate who recruits other affiliates and earns a share of their referred revenue, forming a second commission tier.advanced
TipsterA person or service that sells or promotes betting predictions, often working as an affiliate who earns commission on the bettors they refer.core
Uplift ModellingA modelling technique that predicts the incremental effect of a marketing action, so effort targets players whose behaviour it will actually change.advanced
VIP ManagementThe dedicated servicing of an operator's highest-value players through personal account managers, tailored bonuses, and perks.core
Welcome JourneyThe structured sequence of messages and steps a new player receives in their first days to guide activation and early engagement.beginner
White-Label LicenceA business model where a company runs its own branded casino using another company's gambling licence, platform, and back-office infrastructure.core
Keep this reference current
Definitions stay evergreen; the rules around them don't. Get a short, cited note when something in iGaming changes. Independent, 18+, no hype.