CLV (Customer Lifetime Value)
CLV projects the net gaming revenue a player will produce over their lifetime, discounted for bonus cost, payment fees and gaming tax. It is the number…
CLV projects the net gaming revenue a player will produce over their lifetime, discounted for bonus cost, payment fees and gaming tax. It is the number that determines how much an operator can rationally pay to acquire that player.
Because gambling cohorts are heavily skewed, median CLV and mean CLV can differ by an order of magnitude; both should be modelled before setting CPA ceilings.
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