What is Churn Rate in iGaming?

Definition: Churn rate is the share of players who stop being active during a given period. It is the opposite side of retention.

Typical formula:

Churn rate = Players who became inactive in the period / Active players at the start of the period × 100%

Defining "inactive": operators set their own rule, e.g. no login, bet or deposit for 30 days. The rule should stay the same across brands and periods so results can be compared.

How churn is analysed:

By lifecycle stage: churn after the first deposit vs among long-term players.
By product: casino, sportsbook or both.
By market, device and acquisition channel.

Why it matters: churn affects LTV directly and shows where in the player lifecycle the product loses players.

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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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