LTV
LTV is the total revenue a player generates over their entire relationship with the casino. It is the figure acquisition spend has to be justified against.
It is the only number that makes an acquisition cost meaningful. Paying $200 for a player is excellent or ruinous depending entirely on whether that player goes on to produce $600 or $60.
Early LTV is always an estimate, built from cohort behaviour rather than completed histories, and it is systematically over-forecast by teams under pressure to justify spend. Modelling against realised cohorts a few months old is slower and considerably more honest.
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.