What is CAC (Customer Acquisition Cost)?

CAC is the total cost of acquiring a new customer via a specific marketing channel or overall. In iGaming, the definition of “customer” must be clarified: it may mean registrant, FTD, or active depositor.

Common formula (FTD-based):

CAC = Total acquisition spend / Number of FTDs acquired

What can be included in CAC:

Media spend (paid search/social/programmatic), influencer fees
Creative production (sometimes), tracking/tech fees
Agency fees and campaign management (depending on accounting)

Why it matters (B2B):

CAC is central for evaluating channel profitability, scaling decisions, and forecasting payback alongside LTV.

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Related Terms

KPI (in iGaming)

A KPI (Key Performance Indicator) is a metric chosen to track progress towards a business goal. In iGaming, KPIs cover revenue, player acquisition, retention and operations.

NPS (Net Promoter Score)

NPS (Net Promoter Score) measures how likely players are to recommend a brand, based on one question rated from 0 to 10.

Conversion Funnel

A conversion funnel is the sequence of steps a visitor takes to become a depositing player, with the number of users counted at each step.

Player Segmentation

Player segmentation is dividing the player base into groups with similar characteristics, so that content, communication and support can be set up per group.

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