Share of wallet: how much of a player's spend you get

Formula and example

You cannot see the denominator: you have no data from other operators. So the share is estimated rather than calculated precisely, most often for VIPs and big players.

How to estimate it

• Conversation: the VIP manager asks where else the player plays and what they like there. For VIPs, this is the main source.
• Rhythm: big bets but play once a week, or deposits only on offer days. On the other days, the player may be playing elsewhere.
• Withdrawals: the player withdraws a win and disappears for weeks, although they used to play often.
• Similar players: the player's spend against players from the same country with the same bet size.

How to grow it

• Payout speed. A high roller keeps their money where withdrawals are fast.
• Service: a personal manager, quick replies, higher limits after checks.
• Progress: climbing loyalty programme tiers pays off more in one casino than in three.
• Relevant offers: their games and providers, cashback or rakeback instead of a bonus race with other casinos. Keep the cost within your reinvestment rate.

Common mistakes

• Pushing total spend. The aim is to move play from other operators to you, not to make the player play more. Any rise in total spend is checked for risk signs and affordability.
• Buying share with bonuses. The share grows, NGR does not: the player plays with you only while there is a bonus.
• Holding withdrawals. A delay does not keep the money in the casino, it sends the next deposit to wherever pays out faster.