LTV игрока
Player Lifetime Value
Player LTV (Player Lifetime Value) is the total net revenue an operator earns from a single player over the entire period of their activity. It helps determine how much can be paid to acquire a player.
What is LTV игрока (Player Lifetime Value)?
Player LTV shows how much money an operator actually earns from one player over the whole time that player stays in the product. In gambling and betting, teams usually count revenue rather than deposits: GGR (gross gaming revenue) or NGR (net gaming revenue after bonuses, refunds, chargebacks and payment fees). If LTV is calculated from deposits, the figure is overstated and budget decisions turn out to be wrong.
## How to calculate it
The simplest model multiplies a player's average revenue over a period (for example, one month) by the average player lifespan in months. A historical model sums the actual revenue of a player cohort over time. A predictive model is built on early data: the first days or weeks of deposits, bets and retention are extrapolated over a horizon the operator considers acceptable. To compare future revenue with current costs, discounting is often applied, but in operational analytics many teams stick to the nominal sum.
## Where it is used
LTV is needed to calculate the acceptable CAC: the cost of acquiring a player should not exceed LTV after accounting for margin and retention costs. This shapes the choice of partner payment model. Under CPA, the operator pays a fixed amount for a registration or deposit and takes on risk if the player leaves quickly. Under revshare, the partner receives a share of NGR, so player LTV directly affects payouts. In betting, LTV depends heavily on the segment: live bets, accumulators and limit-risk players produce different revenue dynamics.
## Common mistakes
Typical mistakes include calculating LTV from gross deposits; not subtracting bonuses and free spins from revenue; ignoring refunds and chargebacks; using cohorts that are too short to show the behaviour of long-term players; mixing bonus hunters with regular players; and not accounting for limits and self-exclusions that abruptly end the lifecycle. Another frequent problem is calculating LTV across all players together, even though revenue is concentrated in a small group of VIP and high-roller players.
FAQ
How does player LTV differ from ARPU?
ARPU shows average revenue per player over a specific period, such as a month. LTV covers the player's entire lifetime in the product and shows the total revenue generated before they churn.
Which revenue should be used for casino LTV?
Usually NGR is used, meaning GGR minus bonuses, refunds, chargebacks and payment fees. The exact set of line items depends on contracts and the operator's internal methodology.
Can LTV figures be compared across operators?
Not directly: calculation methods, time horizons and revenue line items differ. Meaningful comparisons are only possible within one company and using the same methodology.