LTV (Lifetime Value)

The total net revenue a player generates over their entire relationship — the number all acquisition pricing ultimately answers to.

LTV projects a player’s cumulative worth: deposits through NGR through costs, integrated over a retention curve.

Estimation in practice

Nobody waits years to know: LTV models extrapolate from early behavior (first-week deposits, session patterns, game mix) against historical cohort curves, segmented by source and GEO. The acquisition rule follows directly — CPA must sit safely under predicted LTV, and revshare percentages price the LTV split between operator and affiliate. Model drift is the silent killer: market shifts (regulation, bonus wars) age curves quickly, and yesterday’s LTV table prices today’s deals wrong.