What is a KPI in iGaming?

Definition: 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.

Commercial KPIs:

GGR and NGR - revenue before and after deductions.
FTD and CAC - new depositing players and the cost of acquiring them.
ARPU, LTV, retention and churn - value and activity of the player base.

Operational KPIs:

Platform uptime and page load time.
Payout processing time.
Support response and resolution time.
KYC pass rate and verification time.

Best practice: each KPI needs a written definition, data source and reporting period so that figures match across brands and markets.

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Related Terms

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.

Cohort Analysis

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.

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