Stickiness
The ratio of daily to monthly active users (DAU/MAU), expressed as how many days in the month a typical monthly player engages.
Definition
Stickiness measures habit strength: a DAU/MAU of 0.20 implies the average monthly player is active on roughly six days a month, while 0.50 implies about fifteen. Higher stickiness usually means a more embedded product and correlates with retention and revenue. In gambling, though, high stickiness is ethically ambiguous — the same daily habit that signals a loved product can also signal compulsive, high-frequency play. That is why responsible-gambling teams read stickiness alongside indicators of harm rather than treating a rising number as unambiguously good.
Worked example
A DAU/MAU of 0.20 corresponds to about six active days per month for the average monthly player; a jump to 0.35 (around eleven days) would prompt questions about whether engagement or dependency is driving it.
Why it matters
For a learner, it is a single number for how habitual a product is. For a professional, it is a headline engagement KPI whose interpretation in gambling must be tempered by harm-detection.