CRM and retention

Retention rate: how many players stay

Retention rate (player retention) is the share of players who are still active after a set period. The figure depends on what counts as activity and which window you take, so both rules are written next to it.

Yevhen SychovOctober 2026

Formula and example

Day N retention = active on day N / group size x 100%2,000 players made a first deposit, and 30 days later 600 are depositing: D30 retention is 30%.

What counts as activity and which window to use

Activity can mean different things: a login, a real-money bet or a deposit. For revenue, the deposit matters most. The window depends on the task: D1 and D7 show the first days, D30 and beyond show the habit.

Pick one rule and do not change it. Otherwise retention will not match across reports and teams, and month-on-month comparisons lose their meaning. More in the article on active players.

Retention and churn

For one group and one window, retention and churn add up to 100%: if 30% were retained, 70% left. Overall retention across the whole base mixes new players with old ones, so decisions are made by cohort.

What drives retention

  • The second deposit. Players who make a second deposit stay noticeably more often. Between the first and the second you need a planned journey, not silence.
  • A fast first withdrawal. A stuck withdrawal often becomes the last visit.
  • A reason to return without a bonus: levels, missions, tournaments, a daily reward.
  • Personalisation: favourite games and providers in the lobby, emails and offers.
All glossary terms