Why Player Value is the Only KPI That Truly Matters in iGaming

If there is a single KPI that matters the most in the iGaming industry, it is player value. 

For some reason in this industry, people sometimes talk about it but nobody seems to have data on this or is willing to share it.

Operators seem less inclined to share with anybody including affiliates. 

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Most affiliates don’t know how to calculate this as most affiliates don’t segment all players through tracking tools using dynamic variables.

With dynamic variables, an affiliate would know all their players deposit amounts, how much revenue they generated and to know when deposit and wagering activity happens. This would be a clear picture of a true player value and everyone would know this as it changes over time. 

At the SBC Summit in Lisbon, I got to moderate a panel on the Future of Affiliate Marketing. It had an all-star lineup of C-Level executives at some of the biggest affiliate companies in iGaming.

Ok I’ll name drop them again: Richard Dennys, Mikael Strunge, Peter Gunni, Johan Svensson and Andre Sousa Machado, MSc / MBA.

We didn’t talk about player values but more about the tools needed to understand and map player value.

Affiliates have this data but would any be willing to share this in an anonymized way?

What about understanding player values for operators?

I believe that less than 10% of operators have a BI department that analyzes their data in detail. I do know that Aditya Satyadev and Rahul Jain from BizAcuity have been building BI dashboards for operators for a long time. Without a doubt, I’ll assume that player value reports is likely one of the core dashboards they would build for any operator. 

So what is stopping the industry from truly understanding player value?

Operators technically should have an easy ability to know this but they likely need more BI help.

Affiliates need help from operators and this will only come in the form of affiliate tools. That is providing dynamic variables to players so you can get row after row of individual player reports and revenue activity. 

With dynamic variables, you’ll know the average deposit amount, average time between deposits, average number of deposits and average revenue per player. 

You will also know if the player value increases or decreases over time. 

So if you’re an affiliate that wants this data, StatsDrone can help whether you use Voluum, Keitaro or WordPress affiliate tracking link plugins. 

Contact us and get a demo here.