Metrics
Lifetime Value (LTV)
The total net revenue a player is expected to generate across their entire relationship with a brand.
LTV projects forward from observed behaviour — deposit frequency, average stake, expected lifespan before churn — to estimate what a player is worth in total, not just this month.
It is the number that validates acquisition spend. An operator can only justify a given acquisition cost if projected LTV exceeds it by a margin wide enough to absorb operating costs and forecasting error.
Related