Revenue and metrics

ARPU: average revenue per player

ARPU (Average Revenue Per User) is the average revenue per active player in a period. It always comes with a note on which revenue is used (GGR or NGR) and who counts as active. ARPPU counts revenue per paying player only.

Yevhen SychovOctober 2026

Formula and example

ARPU = NGR for the period / active playersMonthly NGR is €260,000 and there are 5,000 active players: ARPU is €52. With 2,000 depositors, ARPPU is €130.

Revenue base and activity

ARPU on GGR and ARPU on NGR differ by the cost of bonuses and taxes. ARPU counted by logins and by bets differs several times over. Without a stated base and a definition of an active player, the numbers cannot be compared across months and teams.

Why the average is not enough

A few big players pull ARPU up: a typical player brings in less than the number shows. Check the median and calculate ARPU by segment: new players, actives, VIPs. Then you can see where revenue is growing and where a single high roller made the month.

How to use it

  • ARPU by traffic source shows which source brings in valuable players.
  • ARPU in the first 30 days helps forecast LTV early.
  • ARPU growth while the number of active players falls is not growth, it is a loss of the mass base.
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