5 Retention Metrics iGaming Operators Must Track

Player retention is crucial for iGaming operators. Retaining players is six to seven times cheaper than acquiring new ones, and just 2% of players can generate over half of a platform’s revenue. Here are five key metrics to track and improve retention:

1. Player Retention Rate: Measure how many players return daily, weekly, or monthly. A strong 30-day retention rate is around 70–80%.

2. Deposit Frequency: Track how often players fund their accounts. Frequent deposits indicate higher engagement, but payment friction can reduce this.

3. Payment Method Preferences: Offer localised and preferred payment options. Players expect smooth, transparent, and fast transactions.

4. Withdrawal Processing Time: Fast payouts build trust. Instant withdrawals can boost retention by 30%.

5. Loyalty Programme Engagement: Use points, tiers, or VIP rewards to encourage consistent participation and increase lifetime value.

Why payments matter: Smooth payment experiences directly impact retention. Frustrations with deposits or withdrawals cause 27% of players to leave platforms. Solutions like AI-powered payment systems can personalise and optimise these processes, keeping players engaged and loyal.

Start tracking these metrics today to identify issues, improve retention, and maximise profits.

IGT PlayDigital's data-driven future engages players

1. Player Retention Rate

Understanding how well your iGaming platform keeps players engaged is essential, and that's where the player retention rate comes into play. This metric tracks the percentage of players who return daily, weekly, or monthly to interact with your games.

A high retention rate signals that players feel connected to your platform, which helps maintain a steady revenue stream. Considering that just 2% of players generate more than half of the industry's total earnings, focusing on player loyalty is not just important - it's essential. Plus, keeping your current players is typically more cost-effective than trying to attract new ones.

"Player retention requires a strategic balance of personalised experiences, data-driven insights, and ongoing tailored interactions."

How to Calculate Player Retention Rate

Calculating the retention rate is straightforward: divide the number of returning players by the total number of players, then multiply by 100. For example, if you start the month with 1,000 players and 750 of them return by the end of the month, your retention rate is 75%.

Monitoring retention across different time frames can offer valuable insights. Daily retention reveals how engaged players are in the short term, weekly retention highlights emerging trends, and monthly retention reflects overall satisfaction. Industry benchmarks suggest that a solid 30-day retention rate typically ranges between 70–80%.

For even deeper analysis, cohort segmentation can be used. This involves grouping players by their acquisition date and comparing their behaviours over time, allowing you to identify patterns and refine your strategies.

These calculations are particularly important because payment experiences have a direct impact on whether players stay engaged.

Role of Payment Systems in Retention

Payment experiences are a make-or-break factor for player retention. Three out of four players value smooth payment processes, and 70% say they won’t return to a platform if the payment experience is frustrating.

Some common pain points include security concerns - 51% of players won’t proceed with a deposit if they feel uneasy - and the lack of preferred payment options, which causes 46% of players to abandon their deposits. Additionally, 46% are turned off by platforms that require excessive financial information.

"Players don't see payments as admin - they see them as part of the game experience. Any break in trust at the transaction layer is a deal-breaker." - Joshua Rawlings, Chief Author at Casino.online

Modern payment solutions, like Fluid, address these challenges by using AI to personalise payment journeys and provide real-time insights into user behaviour. By understanding player preferences - such as their favourite payment methods or the best times for deposits - operators can create smoother, more engaging payment experiences.

The advantages go beyond individual transactions. Wallet-based users, for instance, are 28% more likely to become frequent depositors, especially when platforms offer cashback or game-specific rewards. Additionally, platforms that clearly communicate payout times and offer multiple localised payment options see a 21% improvement in conversion rates on average.

Smart payment systems also help operators stay ahead of potential retention issues. Tools like Fluid's advanced fraud detection and optimised user flows ensure secure and seamless transactions, which are critical for keeping players engaged over time.

2. Deposit Frequency

When it comes to understanding player commitment, deposit frequency is a key metric. It shows how often players add funds to their accounts, offering insight into their engagement and loyalty. This goes beyond merely counting transactions - it’s about gauging whether players are genuinely invested in your platform.

Regular deposits are a strong indicator that players value what your platform offers. As Elizabeth Sramek from Scaleo notes:

"When you see players making larger and more frequent deposits, so you know you're giving them an experience they love and want more of. On the other hand, if average deposits start to drop off, it's a sign we need to make some changes".

Why Deposit Frequency Matters

Frequent deposits are tied to higher player value and deeper engagement. Players who add funds regularly tend to contribute more to their lifetime value, making this metric a reliable indicator of how well monetisation and promotional strategies are performing.

Tracking deposit frequency over time adds even more value. For instance, a rise in the average deposit amount often signals that bonuses and promotions are hitting the mark. It could also mean that the game selection is engaging enough to keep players coming back. On the flip side, a drop in deposit frequency might warn of potential retention issues.

But there’s a catch - deposit friction can reduce frequency. 52% of bettors have encountered a declined deposit on a betting app, and 17% of players who faced payment issues during sign-up left and never returned. Additionally, 46% of bettors rank easy deposit processes as equally important as bonus offerings (48%).

Improving Deposit Experiences

Creating a smooth deposit process can significantly boost retention. Players are more likely to deposit frequently when the experience is hassle-free. In fact, 32% of players said they’d deposit more often and in larger amounts if their preferred payment methods were available.

To enhance deposit frequency, operators should focus on the following:

• Provide reliable and transparent deposit options

• Implement clear error messaging to explain why deposits fail

• Enable seamless retries by saving player details for future transactions

Using historical deposit data can also help operators guide players toward successful payment methods, reducing the likelihood of declined transactions. Offering intuitive website navigation and a variety of payment options further ensures a smoother deposit experience, encouraging players to stay active.

Modern solutions like Fluid are tackling these challenges with AI-driven personalisation. By analysing player behaviours and preferences, Fluid optimises payment journeys to minimise friction and encourage more frequent deposits. Real-time insights allow operators to spot dips in deposit activity and act quickly to address them.

A practical example comes from Ultrabet, which integrated Comm100’s live chat with their CRM in 2018. This allowed agents to access detailed player spending data during interactions, leading to a noticeable increase in player loyalty and engagement. Understanding deposit patterns isn’t just about numbers - it can directly inform customer service strategies that strengthen retention.

3. Payment Method Preferences

Diving deeper into payment method preferences sheds light on how they shape player retention strategies. It's not just about convenience - payment methods play a pivotal role in keeping players engaged. A clunky or unavailable payment system can immediately turn players away. For instance, 46% of players say they wouldn't deposit if their preferred payment method wasn't available.

Key Player Preferences

When it comes to payments, players know what they want, and their expectations are evolving fast. Today, 73% of online sports bettors expect same-day payouts, but only 60% are satisfied with the current systems. The demand for instant gratification is clear - players now prioritise instant payouts, transparent fees, and familiar payment options. In fact, in some regions, real-time payouts are no longer just a preference but a regulatory requirement.

Payment preferences also vary widely across regions, making localisation essential. Eduard, Payments Business Development Manager at Uplatform, puts it simply:

"It's important to focus on the most popular payment methods, which may be just 2-3 options and will vary by country."

For example, in Germany, bank transfers like Sofort or Giropay are the go-to options, while in Portugal, Mbway and Multibanco dominate. In India, platforms like UPI and Paytm lead the pack. Among younger bettors, digital wallets are particularly popular for both deposits and withdrawals. Interestingly, wallet users are 28% more likely to become frequent depositors, especially when wallets are tied to cashback offers or casino-specific perks. Meanwhile, alternative payment options like eCash and account-to-account (A2A) payments are gaining traction in regulated markets. Cryptocurrency is also maturing, with players seeking better on-chain visibility and automation. These regional and technological shifts highlight the importance of tailoring payment methods to meet diverse player needs.

Impact on Conversion and Retention

The link between payment method availability and player retention is crystal clear. Casinos that clearly communicate payout times and offer a range of localised options see conversion rates jump by an average of 21%. A lack of trust or transparency during transactions can disrupt the entire gaming experience.

Fine-tuning how payment methods are presented can make a huge difference. For example, geo-based sorting of payment options has been shown to boost conversion rates by up to 80%. To keep players engaged, operators should offer a mix of traditional and alternative payment methods. Balancing direct integrations with aggregator services can help operators manage costs while covering a broad range of payment preferences.

Modern tools like Fluid are tackling these challenges head-on. By analysing real-time user data, Fluid personalises payment options for each player, reducing friction and boosting conversion rates, all while meeting strict security and compliance standards.

4. Withdrawal Processing Time

When it comes to withdrawals, speed is everything. Players want their winnings fast, and delays can seriously damage trust. In fact, 69% of online players say slow withdrawals negatively affect their confidence in a platform. Even more telling, 49% of all respondents - and a striking 60% of those who’ve faced payment issues - admit they’d jump ship to a platform that offers quicker payouts. For operators, there’s a clear incentive: platforms offering instant withdrawals see a 30% boost in player retention. Fast payouts aren’t just a nice-to-have - they’re a must.

Player Expectations for Withdrawals

Today’s players expect withdrawals to be not only secure and reliable but also lightning-fast. While traditional bank transfers can drag on for 5–15 business days, e-wallets have set a new standard, with many players now expecting their funds within 24 hours - or instantly. For instance, sports betting platforms often process e-wallet withdrawals in under 24 hours, sometimes even in real time. And if you’re cashing out at a casino or retail sportsbook counter, withdrawals are typically completed within minutes. Meeting these high expectations means operators need to adopt faster, more efficient processing methods.

Improving Withdrawal Speed

The good news? Technology has made it possible to speed up withdrawals without cutting corners on compliance or security. Automated fraud detection and Know Your Customer (KYC) checks can enable pre-verified, near-instant payouts. Partnering with fast-settlement payment service providers (PSPs) and integrating multiple e-wallet options can also slash processing times. For operators looking to stay ahead, offering withdrawal options via cryptocurrencies through secure and compliant payment gateways is another way to deliver near-instant access to funds.

Fluid’s AI-powered solutions are a great example of how technology can revolutionise the withdrawal process. By using advanced fraud detection and streamlined verification, these systems significantly cut down on processing times while maintaining top-tier security and compliance standards.

Here’s the kicker: a 5% increase in player retention can drive profits up by 25% to 95%. With faster withdrawals boosting retention by 30%, investing in cutting-edge payment processing isn’t just smart - it’s essential for operators looking to stay competitive.

5. Loyalty Programme Engagement

Loyalty programmes are a powerful way to keep players engaged and increase their lifetime value. By encouraging consistent participation, these programmes can have a significant impact - boosting profits by 25% or more with just a 5% increase in retention.

Here’s a closer look at different loyalty programme types and the metrics that help measure their success.

Types of Loyalty Programmes

Loyalty programmes come in various forms, each designed to appeal to different player behaviours:

• Points-based systems: Players earn points for activities like betting, depositing, or playing games, which they can later exchange for rewards.

• Tiered programmes: Players unlock higher levels of benefits as they progress, moving from tiers like Bronze to Platinum based on their activity.

• VIP clubs: These programmes cater to high-value players, offering tailored rewards and personalised services.

• Hybrid models: A combination of points-based and tiered systems, offering flexibility and broader appeal.

Regulations often shape how these programmes are designed, but operators can still create effective systems without getting bogged down by jurisdiction-specific complexities.

Tracking Engagement Metrics

To ensure loyalty programmes deliver results, operators need to monitor key metrics that reflect player engagement and overall effectiveness. Some of the most important metrics include:

• Retention rates: Measure how well the programme keeps players coming back.

• Revenue contribution: Assess the financial impact of loyalty-driven player activity.

• Session frequency and duration: Understand how often players return and how long they stay engaged.

• Redemption rates: Evaluate whether rewards are attractive and accessible to players.

• Tier progression: Track how quickly and how many players advance through programme levels.

Payment data offers additional insights for personalising rewards. Analysing deposit habits, preferred payment methods, and transaction timings can help operators craft offers that align with individual player behaviours. For example, if a player consistently deposits via e-wallets on weekends, operators can design weekend-specific bonuses to match their habits.

Enhancing Programme Performance

Automation plays a key role in maximising the impact of loyalty programmes. Automated systems can track points in real time, distribute rewards instantly, segment users based on behaviour, and provide detailed analytics. Such tools have been shown to increase lifetime value by as much as 28%.

A/B testing is another valuable strategy. By experimenting with different reward structures, point multipliers, or tier requirements, operators can identify what resonates most with their audience. Data analytics can further refine these insights, helping to schedule promotions at optimal times.

Adding gamification elements - like challenges, leaderboards, and quests - can make loyalty programmes even more engaging. Features such as dynamic point multipliers during off-peak hours or personalised milestones tailored to a player’s history can make rewards feel more achievable.

Seamless Integration with Payment Systems

Integrating loyalty programmes with payment systems enhances their effectiveness. For example, Fluid's AI-powered platform uses real-time payment data to trigger personalised rewards instantly. This seamless connection between payments and rewards ensures players stay engaged and satisfied.

Continuous Improvement

To keep loyalty programmes effective, operators must regularly review and adapt them. By analysing player behaviour and updating rewards to meet changing preferences, they can stay ahead of competitors and maintain player interest - even as market dynamics evolve.

Conclusion

Keeping a close eye on these metrics provides a clear window into player behaviour and satisfaction. For instance, player retention rate shows how well your platform keeps users engaged over time, while deposit frequency reflects the confidence players have in funding their accounts. By understanding payment method preferences, you can cater to a wider range of player needs, and tracking withdrawal processing times ensures you meet the critical demand for fast payouts. Additionally, monitoring loyalty programme engagement reveals how effectively you’re building long-term relationships with your most dedicated players.

Retention is where the focus should lie, especially when acquiring new players costs six to seven times more than retaining existing ones. Payment processes play a huge role here - 27% of players cite deposit and withdrawal issues as the main reason for leaving a platform. This underscores how closely payment performance ties into player loyalty.

A great example of this connection comes from a Canadian iGaming company that introduced mobile identity verification. This change led to conversion rate increases of 7.62% for 19-year-olds and 7.21% for 20-year-olds, resulting in 220 additional customer onboardings in just one month. The financial impact? An estimated €42,000 in customer lifetime value, with a net gain of €38,600.

Fluid’s AI-powered digital cashier takes things further by personalising payment journeys and delivering real-time insights that enhance retention metrics. Whether it’s improving deposit frequency or speeding up withdrawals, offering a smooth and frictionless payment experience is key to building loyalty. By optimising conversion rates and reducing barriers, Fluid helps operators turn payment data into actionable strategies for player retention.

To succeed, you need to continuously monitor and adapt. Start by setting baseline measurements for each metric, then refine your payment processes and implement targeted improvements based on your findings. Keep in mind that just 2% of players can account for more than half of an iGaming platform’s total earnings, making retention efforts especially critical for your most valuable segments.

In the competitive world of iGaming, retention requires a cohesive approach - smooth payments, tailored rewards, and data-driven insights must all work together to keep players engaged and loyal.

FAQs

What are the best strategies for iGaming operators to boost player retention?

How to Boost Player Retention in iGaming

To keep players coming back, iGaming operators need to prioritise personalised experiences and make the most of data-driven insights. By digging into player behaviour, preferences, and spending habits, operators can craft marketing campaigns that feel tailor-made. Think customised promotions or targeted offers - these small touches can go a long way in building player loyalty.

Another critical piece of the puzzle is tracking key metrics like retention rates, churn rates, and player lifetime value (LTV). These numbers aren't just stats - they're a window into how satisfied players are and where improvements are needed. Keeping an eye on these metrics allows operators to spot weak areas and develop strategies to keep players engaged for the long haul.

And let’s not overlook payments. A smooth payment experience can make or break a player's time on a platform. Secure, fast, and hassle-free transactions aren't just conveniences - they're expectations. Meeting these expectations can significantly influence whether players stick around or look elsewhere.

By focusing on these areas, operators can create an environment that keeps players engaged and coming back for more.

What payment challenges do iGaming players face, and how can operators resolve them to boost retention?

iGaming players often face payment-related hurdles like delays in deposits or withdrawals, limited choices for payment methods, and unclear fee structures. These challenges can lead to frustration, and in some cases, players may even abandon the platform altogether. For instance, slow processing times for funding accounts or withdrawing winnings are frequent complaints that can significantly affect player satisfaction.

To tackle these issues and boost player retention, operators should prioritise quick and dependable transactions, offer a wide range of payment options that align with player preferences, and maintain clear and upfront fee structures. Features like instant payouts and account-to-account (A2A) transfers can simplify the payment process, making it smoother and more reliable. By focusing on these key areas, operators can create a hassle-free payment experience that keeps players engaged and encourages long-term loyalty.

Why is fast withdrawal processing important for player trust, and how can operators improve it?

Fast withdrawal processing plays a key role in earning player trust and creating a positive gaming experience. Players appreciate having quick access to their winnings, and any delays can lead to frustration - or worse, push them towards competitors. On the flip side, efficient payouts not only enhance an operator's reputation for being dependable and professional but also encourage long-term loyalty. Plus, faster withdrawals can support responsible gambling by lowering the chances of players reversing their withdrawals or gambling further while waiting for their funds.

Here’s how operators can speed up withdrawal times:

• Adopt payment methods like e-wallets or cryptocurrencies, which enable near-instant transactions.

• Simplify KYC verification processes to avoid unnecessary hold-ups.

• Upgrade to reliable payment systems that can efficiently manage requests.

By focusing on these steps, operators can offer a smoother and more dependable experience, boosting both player satisfaction and retention.