Glossary
The words operators use
Short, plain definitions of the terms behind prediction, retention and traffic quality.
- Player ID
- The anonymous identifier for a player inside the platform. Sellrise works only by Player ID, never by name, phone or email.
- GGR
- Gross Gaming Revenue: total bets minus total wins, before bonuses and costs.
- NGR
- Net Gaming Revenue: GGR minus bonuses, provider fees, platform and payment costs.
- FTD
- First-Time Deposit: a player's very first deposit. A volume signal, not a value signal.
- Hold
- The waiting window, usually two weeks, before a traffic source's real value is clear. Sellrise reads a source before the hold clears.
- PLTV
- Predicted Lifetime Value: the modelled value of a player over a horizon, always shown as a range, never a single number.
- Second deposit
- The step from a one-time depositor to a returning player. The moment a well-timed offer matters most.
- Control group
- Players nobody contacts, held aside so the real effect of a model can be measured against them.
- ARPU
- Average Revenue Per User. At Tier-3 ARPU a player is worth a few dollars, so per-seat tools price themselves out.
- Churn
- A player leaving. Sellrise flags churn risk before the player is gone, not after they show up in a report.
See it on your own data
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