What is NPS (Net Promoter Score)?

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

How it is calculated:

Promoters - scores 9-10.
Passives - scores 7-8.
Detractors - scores 0-6.
NPS = % Promoters - % Detractors, giving a range from -100 to +100.

Where NPS is collected in iGaming:

After a support chat or email is closed.
After verification or the first payout.
Periodic surveys of active players.

Why it matters: NPS by touchpoint shows which parts of the experience, such as support or payouts, affect player satisfaction and retention.

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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.

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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