What is Cohort Analysis?

Definition: Cohort analysis groups players who share a starting point, such as the month of registration or first deposit, and tracks how each group behaves over time.

Common cohort types:

By registration or FTD date - monthly or weekly cohorts.
By acquisition channel - organic, paid, CRM.
By market or brand.
By first product - casino or sportsbook.

How to read a cohort table:

Each row is a cohort, each column is a period after the start (month 1, month 2...).
Reading across a row shows how one cohort retains or spends over time.
Reading down a column compares cohorts at the same age.

Why it matters: a blended retention figure can hide changes between cohorts. Cohort analysis shows whether a product or onboarding change worked for players who joined after it.

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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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