Active players in iGaming analytics

Active players are users who performed a qualifying activity in a period. The exact definition should match the business question.

Common definitions

• Login active: player logged in.
• Betting active: player placed at least one bet or spin.
• Depositing active: player made a successful deposit.
• Revenue active: player generated GGR or NGR.

Why definitions matter

A login-active player base can look healthy while betting activity declines. Revenue and betting definitions are usually more useful for performance dashboards.

Example

A sportsbook may report 100,000 monthly login active players, 42,000 betting active players, and 18,000 depositing active players. Each number answers a different question.

Best practice

Put the activity definition directly in dashboards and reports so teams do not compare incompatible numbers.