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.
- RTP
- Return To Player: the share of stakes a game pays back over time. A game setting, not a per-player value.
- Bonus abuse
- Playing only to extract a bonus, with no real value behind it. Sellrise flags deposit-only play-through and abnormal patterns.
- Cohort
- A group of players sharing a start point, usually a registration week, so behaviour can be compared over time.
- Winback
- Bringing back a player who has left. Sellrise scores who is worth winning back, and with which offer.
- Reactivation
- Getting a dormant player active again. A list ranked by who is likely to come back, not a blast to everyone.
- Next-best-offer
- The single most promising offer for a player right now, chosen from your own catalogue rather than a fixed rule.
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