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
Related terms
- Active PlayerCommercial
A registered customer who has placed at least one wager within a defined reporting period. A core operator KPI and one of the inputs into ARPU calculations.
- StickinessCommercial
A measure of how habitually a player engages with a product, often calculated as DAU/MAU or similar engagement intensity metric.
- RetentionCommercial
The discipline and metrics around keeping acquired players engaged over time. The inverse of churn and the foundation of LTV.
- ARPU (Average Revenue Per User)Commercial
Net or gross revenue divided by active player count over a period. Used to benchmark monetization efficiency and market quality.
- SegmentationMarketing
The discipline of dividing the player base into actionable groups based on behavior, value, demographics, and risk. The foundation of CRM, marketing, and risk management.