CRM and retention

Second deposit: the key step in retention

Second deposit rate (redeposit rate) is the share of first-time depositors who make a second deposit. Players who make a second deposit stay with the product noticeably more often, which makes it one of the key retention metrics.

Yevhen SychovOctober 2026

Formula and example

Second deposit rate = players with a second deposit / players with a first deposit x 100%1,000 first deposits in a month, and 400 of those players made a second one within 30 days: the rate is 40%.

Measure it in several windows: 7 and 30 days, and separately for each traffic source. A source with a good number of first deposits and a weak second deposit rate brings expensive players.

The journey from first to second deposit

  • A reason to come back in the first 2-3 days: their game, a tournament, free spins on their favourite slot.
  • Progress right after the first deposit: a level, a mission or cashback that is already building up.
  • A fast first withdrawal for those who won: trust matters more than keeping the money on the balance.

What the offer should look like

In the second offer, do not ask for more than in the first. This step builds a habit, not a bigger deposit: the same or a smaller deposit, clear terms, a game that suits the player. Grow the average deposit only for players who already play regularly.

Common mistakes

  • Silence after the first deposit. The player gets neither a reason nor a prompt, and no habit forms.
  • Judging affiliates by first deposits. Traffic quality shows in second deposits.
  • No control group. Without one, it is unclear which step of the journey actually worked.
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