Check out how to analyze player behavior to draw more benefits while providing even better experiences
Nowadays, the business world is based on data. Its availability and widespread presence often make us forget that the key to success is not just data collection, but the right interpretation and analysis too. It is also worth remembering that the context may change the meaning of the results, which is why it is always worth staying up to date with the latest trends in your segment, or the industry as a whole.
Intuitively, most of us probably feel that the popularity of mobile iGaming solutions continues to increase. However, did you know statisticians claim that by 2028, we will have had over 243 million users preferring this type of solutions?
And did you know that general studies of service platforms indicate that more than 20% of users leave sites when they are already on the login/purchase path because of low site performance?
Even when combining seemingly unrelated data, those responsible for online casino development should always keep in mind the state of their mobile solutions. When creating these solutions, one should not forget about such aspects as the comfort of use of each of their casino versions, and to make user paths clear and easy to follow.
These aspects will make it easier for the head of the casino to manage the games’ portfolio to connect the titles that are profiled towards specific audiences – in this case, those that enjoy fast games using mobile devices. We can assume that a significant number of these players play these games between other activities. For them, good performance and system intuitiveness are crucial because they only have time for games when they commute to work, wait in a queue or during lunch.
Accurately measuring insights and understanding their significance is crucial for driving strategic decision-making and long-term success in the iGaming industry. A variety of key metrics offer invaluable information, enabling casino operators to enhance the gaming experience, optimize operations, and ultimately increase profitability. This article delves into the most critical data measured by casino operators, explaining why it is vital and how it shapes the industry’s ever-evolving landscape.
The most common metrics monitored by casino operators
A lot of the information presented below is easily accessible in a casino platform’s admin panel.
- Active players:
This metric measures the number of unique players who have made a deposit and have played at least once in a specific timeframe (usually daily, weekly, or monthly). It provides a picture of your casino’s user engagement. - New player registrations:
This measures the number of new players who register an account on your site during a given period. Tracking new player signups can help you gauge the success of marketing campaigns and user acquisition efforts. - Player retention rate:
This helps to measure the percentage of players who return to play after their first visit. High retention rates indicate that the platform is engaging and satisfying its customers, while lower rates may suggest issues with game quality, customer service, or overall experience. - Deposit frequency:
This measures how frequently players deposit funds into their accounts. It gives operators an idea of how engaged and invested their clients are. - Average revenue per user (ARPU):
Calculated by dividing the total revenue by the number of users, ARPU represents the average revenue contributed by each player. - Customer lifetime value (CLTV):
This metric estimates the total revenue a business can reasonably expect from a single customer account. It considers a customer’s revenue value and compares that number to the company’s predicted customer lifespan. Businesses use this to identify significant customer segments that are the most valuable to the company. - Gross gaming revenue (GGR):
This represents the difference between the wagers players make and the winnings they receive. This metric can give clear insights into the financial health of the operations. - Net gaming revenue (NGR):
This is the Gross Gaming Revenue minus the cost of operating the casino (bonuses, commissions, payment charges). A profitable casino will aim to optimize operations to maintain a solid NGR. - Churn rate:
This metric tracks the number of players who stop using your online casino during a given period. A high churn rate might indicate that players aren’t satisfied with your service or platform. - Bonuses and promotions usage:
This measures how many players use the bonuses and promotions offered by the casino. It provides insights into the effectiveness of the different promotional tools used. - Game-specific metrics:
These could include metrics like the most popular games, average play time in one game session, or most profitable games. These insights can help in understanding player preferences and tailoring game offerings accordingly. - Conversion rate:
The rate at which visitors or new sign-ups turn into depositing players is crucial. It reflects the effectiveness of the platform’s user interface, incentives, and more. - Player yield:
Player yield is the average gross income per active customer during specified periods. Elevating player yield indicates a drive for enhanced player engagement. - Bonus costs:
Casinos often use bonuses and promotional offers to attract and retain players. While these can increase short-term numbers, they must be tracked closely to ensure they do not erode profitability. - Monthly number of deposits and payouts: Another important metric that helps monitor and understand the flow of money throughout the platform. It also covers the comparison of wallet income with monthly payouts.
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