LTV

Lifetime Value is the total revenue a customer or player generates over their entire lifetime with the product. In iGaming it is the cumulative NGR a player produces from first deposit until they churn — the number that ultimately determines what any party in the chain can afford to pay for acquiring that player.

LTV is why CPA payouts differ so dramatically between geos and brands: operators back-calculate affiliate rates from expected player LTV. For buyers, understanding LTV explains advertiser behavior — quality reviews, KPI enforcement, and payout bumps all trace back to whether your players' LTV covers the CPA. On RevShare, LTV is literally your income. Cohort your players by source and creative; the sources feeding high-LTV players deserve budget even at a higher acquisition cost.