Churn is the share of players who stop being active within a time window. It is the most quoted retention metric and the easiest to report uselessly.
Two definitions must always accompany the number:
- The window. 30, 60 or 90-day churn describe different realities. "40% churn" without the window is not information.
- What counts as active. Logged in? Placed a bet? Deposited? Each choice produces a different number, and comparing across companies without aligning it means comparing different things.
In iGaming, churn measured across the whole base mixes very different entry cohorts and hides what matters. The useful reading is by entry cohort and acquisition channel, tracked over time, only then can you tell whether a change made in March improved anything.
An earlier and more actionable predictor than churn: time to second deposit.
Updated
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