Commercial
DAU / MAU
Definition
Daily Active Users and Monthly Active Users. Engagement metrics borrowed from broader digital products, increasingly used alongside traditional gambling KPIs.
Why it matters
DAU/MAU has migrated into iGaming reporting as the sector has adopted broader digital-product analytics. The ratio (DAU divided by MAU) is a quick read on engagement intensity: a DAU/MAU of 30% means the average monthly active player engages 9 days out of 30. Higher ratios signal stronger habit formation and product stickiness; lower ratios signal more event-driven or sporadic play.
The metric is most useful at the segment level. Sportsbook DAU/MAU is event-driven and looks different from casino, which is more habit-driven. VIP players have much higher ratios than mass market. Comparing DAU/MAU across operators is tricky because of definitional differences, but movements over time within an operator are interpretable as engagement trends. The metric also enables cross-sector benchmarking against social and content platforms in investor presentations, which has become common in operator equity stories.
Frequently asked questions
How does DAU/MAU compare across iGaming verticals?
Casino and live casino typically have higher DAU/MAU than sportsbook because casino play is habit-driven and sportsbook is event-driven. Bingo sits between the two. Lottery has very low DAU/MAU because of the typical draw cadence.
Are DAU/MAU and active player the same metric?
Related but distinct. Active player is the count over a defined period. DAU/MAU captures the relationship between those counts to express engagement intensity. Most operators report both.