First Time Depositor
FTD
An FTD is a player making their first deposit. It is the standard conversion milestone in iGaming acquisition and the usual trigger for affiliate payment.
Registrations are cheap and mean little; the deposit is where intent becomes measurable. Acquisition is therefore priced and optimised against FTDs rather than signups, and cost per FTD is the number media buyers actually watch.
It is a milestone, not an outcome. An FTD who never returns is worth less than the cost of acquiring them, which is why FTD volume is only meaningful alongside retention and lifetime value.
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.