What is Retention in iGaming?

Retention measures the percentage of users who return and remain active after a defined starting point (registration, first deposit, first bet).

Common retention types:

D1 / D7 / D30 retention: active 1/7/30 days after the initial event
Cohort retention: tracks groups acquired in the same period (or channel/geo) over time
Deposit retention: users who continue depositing after the first deposit

Formula (generic):

Retention rate = (Users active at time T from the original cohort / Original cohort size) × 100%

Why it matters:

Retention is one of the strongest drivers of LTV, and it reflects product quality, CRM effectiveness, payments reliability, and responsible engagement practices.

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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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