Segmentation and analytics

Active player: who counts as active

Active player (active user) is a player who took a qualifying action in a period: a real-money bet, a deposit or at least a login. Retention, churn, ARPU and comparing reports across teams all depend on this definition.

Yevhen SychovOctober 2026

Ways to define it

DefinitionWhat it shows
Logininterest, but not money
Real-money betplayers who generate GGR
Depositthe paying base, the key one for CRM and finance

The window is set separately: a day, a week or 30 days. A full rule looks like this: a 30-day active player is a player with at least one real-money bet in the last 30 days.

Why it matters

The same base gives different numbers under different definitions. Counted by logins, there can be twice as many active players as counted by deposits. That is why retention, churn and ARPU cannot be compared without a definition of activity.

Common mistakes

  • Different definitions across teams. CRM counts logins, finance counts deposits, and the numbers do not match. Use one definition for everyone.
  • Counting bonus-money bets as activity. A player who is only wagering a no deposit bonus is not paying yet.
  • Changing the definition without a note. Growth in the active base turns out to be a rule change, not the result of anyone's work.
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