Deposit Frequency
How often, on average, a player funds their account within a given period.
Definition
Deposit frequency counts the number of deposits per active player over a window, such as deposits per player per month. It is a behavioural engagement signal that sits alongside deposit value: a player who deposits little but often behaves very differently from one who deposits rarely in large amounts. CRM teams use it to define segments, trigger messages, and spot changes — a sudden drop can flag churn risk, while a sharp rise can flag either genuine engagement or escalating, potentially harmful play. Because increasing deposit frequency directly raises revenue, it is a common CRM target, which is exactly why responsible operators pair it with affordability and reality-check controls.
Worked example
If 10,000 active players make 35,000 deposits in a month, average deposit frequency is 3.5 deposits per player per month.
Why it matters
For a learner, it is a simple behavioural rhythm metric. For a professional, it is valuable for retention modelling, but a rising target is double-edged and must be read against harm indicators.