Key Performance Indicators (KPIs) in Online Gambling Industry
Tracking the advancement of your online gambling business is critical and should be done regularly. To accurately gauge the success of your business, there are several key metrics, known as Key Performance Indicators (KPIs), that must be taken into consideration. These KPIs will highlight areas that require improvement and reveal where your business excels.

Acquiring in-depth user data is crucial for evaluating the various elements that contribute to the overall balance of your business. The more you understand your users' behaviours and preferences, the better equipped you are to cater to their needs and create customised experiences, which will lead to increased retention and loyalty. KPIs become indispensable in this process, as they serve as reliable measures of your results and provide valuable insights that can inform strategic decisions.

In summary, KPIs are essential indicators that reveal the health of your company. There is no one-size-fits-all approach to managing a business, as it requires a combination of experience, intuition, and a general understanding of the online gambling industry.

While KPIs can identify weaknesses in your business, they do not provide a solution for improving them. However, tracking and analysing KPIs can provide valuable insights, allowing you to make adjustments to your business model based on your improved performance.

There are several KPIs for online gambling businesses, such as Gross Gaming Revenue (GGR), Net Gaming Revenue (NGR), NGR-to-Deposits, Bets-to-Deposits, Conversion rates, Retention and Churn rate, Lifetime Value, and more. These KPIs can be classified into three categories: money-related, people-related, and hybrid KPIs. To learn more about the most commonly used and effective KPIs, be sure to check out our article.
- Gross Gaming Revenue
- Net Gaming Revenue
- NGR-to-Deposits & Bets-to-Deposits

- Conversion rate
- Conversion visitors to signup
- Conversion signups to deposit
- Retention rate
- Churn rate

- Cost per Acquisition
- Average Revenue per User
- Customer Lifetime Value

Money-related KPIs

Gross Gaming Revenue (GGR) is a fundamental KPI that measures the total revenue generated by your online gambling business over a specified period. It is calculated by subtracting the amount of winnings paid out to players from the total amount wagered.

It is important to note that GGR does not include payouts such as bonuses, signup bonuses, and any other incentives provided to players. A decline in GGR may be due to a variety of reasons that may be difficult to determine. However, you can take steps to increase the number by launching new promotions, offering free spins, and bonuses to attract new players and retain existing ones.

It is also important to implement measures to prevent bonus abuse, as this can have a negative impact on your GGR. By finding the right balance between incentivising players and protecting your business, you can improve your GGR and achieve long-term success in the online gambling industry.
Net Gaming Revenue (NGR) is a crucial KPI that provides a more comprehensive picture of the actual profit generated by your online gambling business. It is calculated by subtracting chargebacks, bonuses, licensing fees, taxes, commissions paid to payment system providers, and royalties paid to game content providers from Gross Gaming Revenue (GGR).

NGR is considered a more accurate representation of a business's financial performance as it takes into account a wider range of costs. Financial experts view NGR as one of the most important KPIs as it provides a clear understanding of the profit, loss, and other key financial figures. It separates service taxes from the final outcome, allowing for a clear distinction between actual wins, losses, and expenses.

By tracking NGR, you can have a better understanding of your business's financial performance, identify areas for improvement, and make data-driven decisions to drive long-term success in the online gambling industry.
The NGR-to-Deposits and Bets-to-Deposits metrics are important indicators for a gambling business. NGR-to-Deposits shows the proportion of player deposits that result in revenue for the business, while Bets-to-Deposits measures the amount wagered by players compared to their total deposits.

NGR-to-Deposits provides insight into how much of a player's deposited funds actually contribute to the business's profits. On the other hand, Bets-to-Deposits highlights the importance of players actually risking their deposited funds by placing bets.

It's important to note that while Bets-to-Deposits indicates player activity, it doesn't directly reflect a business's earnings. That's where NGR-to-Deposits comes in, as it provides a clearer picture of the actual revenue generated from player deposits.

Analysing these metrics can help a business determine if they are providing enough attractive offers and incentives to retain and engage players. If deposits are being made but not being wagered, it may be a sign of a lack of compelling gaming content.

People-related KPIs

People-related KPIs are critical for understanding the behaviour and loyalty of your customers. These metrics provide valuable information on how long players stay engaged with your platform, their level of activity, and when they may stop using your services. Essentially, these indicators give you a complete picture of your current, past, and potential players, which can be used to improve your operations and attract more customers. By keeping a close eye on these KPIs, you can identify areas for improvement and implement strategies to enhance the customer experience, leading to increased customer retention and growth for your business.
The Conversion Rate is a key metric that measures the effectiveness of your marketing and sales efforts. It represents the percentage of users who take the desired action (such as making a purchase or filling out a form) compared to the total number of users who had the opportunity to take that action.

For example, the conversion rate could be calculated as the number of users who clicked on a specific advertisement divided by the number of users who saw the ad.

This metric can highlight potential weak points in the customer journey, and help you understand why some users may be dropping off at certain stages of the sales funnel. With this information, you can develop strategies to improve the customer experience and increase your conversion rate, ultimately leading to more successful outcomes for your business.
Conversion Visitors to Signup metric measures the number of visitors to your online gambling business who successfully register for an account. If the conversion rate is low, it may indicate a need to enhance your bonuses and promotions to entice visitors to sign up.
Conversion Signups to Deposits metric, on the other hand, tracks the number of users who make a deposit after registering for an account, compared to those who do not. If this conversion rate is also low, it could indicate that improvements to your bonus offerings or the addition of new, attractive incentives may be necessary to encourage users to make a deposit.

By closely monitoring these conversion metrics, you can gain a better understanding of the customer journey and identify opportunities to improve the user experience, increase customer engagement, and drive more deposits and profits for your business.
The Retention Rate is a crucial metric that measures the ability of your online gambling business to retain its customers over time. This metric is usually calculated over a set period of time, such as 1, 3, 6 months, or 1 year, to give you a clear picture of how long users are staying on your platform.

In order to improve retention, it's important to focus on offering a high-quality customer experience, including effective VIP and loyalty programs, top-notch customer service, and timely promotions and updates. By making a concerted effort to keep your customers engaged and interested, you can increase the likelihood that they will remain loyal to your platform.

Investing in retention initiatives is essential for the long-term success of your online gambling business. By retaining customers, you can build a more stable customer base, increase the frequency of their deposits, and ultimately drive more revenue and profits for your business.
The Churn Rate, also known as the attrition rate, is a measurement of the number of customers who have discontinued their use of your gambling platform. It represents the percentage of customers who have ceased playing games on your platform and is a crucial metric for measuring customer loyalty.

A high churn rate is a major concern and can indicate a lack of customer loyalty. To address this issue, operators should analyse their customer data, including deposit amounts, playing frequency, preferred games, and average time spent on the platform. This information can help them identify areas for improvement, such as designing new retention strategies or enhancing the bonus system.

However, a high churn rate can also indicate potential fraud attempts, such as bonus abuse. Players who quickly leave after receiving a sign-up or first deposit bonus may be taking advantage of the system.

It's important to note that there is no single factor that can explain the decline in the churn rate. It can be influenced by intense competition and the success of competitors, as well as an ineffective bonus system. As such, it's important to regularly monitor the churn rate and take appropriate action to address any concerning trends.

Hybrid KPIs

Cost per Acquisition (CPA) refers to the average cost incurred in acquiring a new customer. In other words, it shows the amount you need to spend on average to bring a visitor to your platform and have them register and make their first deposit. The objective is to keep the CPA as low as possible.

To achieve this, you need to focus on attracting traffic and bringing in new users. For online gambling businesses, this is typically done through search engine optimisation and building a network of affiliates. There is no one-size-fits-all strategy for reducing your CPA rate, but focusing on bringing in more traffic can help.
It's important to keep track of your ARPU because it can help you determine which games and services are the most profitable. With this information, you can allocate more resources to the most popular games and services, increasing your overall revenue. Additionally, ARPU can also help you determine the lifetime value of a customer, which is a crucial metric for customer acquisition and retention. By knowing the average revenue generated from a single customer, you can make informed decisions on how much you should spend on acquiring and retaining them.
The Customer Lifetime Value (CLV) is a key performance indicator that indicates the total revenue generated by a player throughout their active playing period on your online gambling platform. To calculate the CLV, you multiply the monthly Average Revenue per User (ARPU) by the average customer lifetime.

By analysing the CLV, you can gain valuable insights into different player segments based on demographic characteristics and playing habits. This information can help you design effective retention strategies and predict the future CLV value.

Additionally, comparing the CLV with the Cost per Acquisition (CPA) can give you a clear understanding of the cost of acquiring a new player versus the value they bring to your business. It's important to regularly monitor the ARPU and retention rates to track changes in the CLV and make necessary adjustments to your marketing strategy.

Online Gambling KPIs: Top Tips and Tricks to Improve Them

Tracking and analysing key performance indicators is a crucial thing. With the information obtained from the indicators, you can easily determine if they are doing alright with all the strategies they have been employing to improve their platforms.

As we all know, the essence of using marketing strategies, whether for retention or acquisition, is to increase the engagement degree of users, and they do this by tweaking offerings to make the platform more attractive to them. So, the status of your online gambling business key performance indicators will determine which direction is necessary to take in order to improve it and increase the NGR and LTV.
Here are some top tips and tricks that can help you improve your online gambling KPIs:

  1. Offer a seamless user experience: Make sure that the registration process is simple and user-friendly, and the platform is easy to navigate. A positive user experience can significantly increase the conversion rate.
  2. Target the right audience: Ensure that your marketing efforts are directed towards the right audience. Knowing your target audience, their preferences and behaviour can help you design a more effective marketing strategy.
  3. Create an enticing welcome bonus: A welcome bonus can be an effective way to increase the conversion rate from visitors to sign-ups. Ensure that your welcome bonus is appealing, and the terms and conditions are transparent.
  4. Design a VIP program: Offering a VIP program can help increase the retention rate. The program should include special promotions, bonuses, and events that are only available to VIP members.
  5. Offer regular promotions and bonuses: Regular promotions and bonuses can keep players engaged and encourage them to make repeated deposits.
  6. Monitor and optimise the cost per acquisition: Keep track of your CPA and make adjustments as necessary to ensure that it stays as low as possible.
  7. Improve customer support: Good customer support can have a significant impact on the retention rate. Make sure that your customer support is accessible, knowledgeable and responsive to the needs of your customers.
  8. Regularly review and update your KPIs: Regularly monitoring and reviewing your KPIs can help you identify areas for improvement and allow you to make necessary adjustments to your strategies.
By implementing these tips and tricks, you can significantly improve your online gambling KPIs and ensure the long-term success of your business.
If you're an online gambling company looking to improve user retention and boost revenue, contact us today to schedule a consultation and see how we can help. With our cutting-edge solutions and industry expertise, we're confident that we can help you achieve your goals.