Glossary
Churn
Churn is the rate at which players stop playing. In iGaming it is usually defined by inactivity over a window — no bet in 30 or 90 days — rather than by an explicit closure.
Because players rarely announce they have left, the definition is a choice, and it has to be consistent to be useful. Changing the window changes the number without anything in the business changing.
Churn is where retention mechanics earn their cost. Cashback, tournaments and VIP structures exist to interrupt the drift between a losing session and a player who quietly stops returning, which is when most churn actually happens.
Related terms
Launching a casino?
The platform side of these terms — catalogue, payments, back office — is on the white label page, and the commercial side is on the pricing page.