ARPU in iGaming

ARPU, or average revenue per user, measures how much revenue is generated per active player in a selected period.

Formula

ARPU = revenue / active players

Which revenue to use

Teams can calculate ARPU with GGR, NGR, or contribution margin. NGR-based ARPU is usually better for comparing countries and acquisition sources because it includes key deductions.

Example

If monthly NGR is $120,000 and there are 8,000 active players, ARPU is $15.

ARPU vs ARPPU

ARPU includes all active players. ARPPU includes only paying or depositing players, so it is usually higher and more sensitive to payment behavior.