iGaming niche terminology: abbreviations and their meanings

iGaming is one of the top verticals in the affiliate marketing market. Webmasters are attracted by a wide range of GEOs and high rates for targeted actions. Today we have prepared a glossary of terms from the casino and betting niche, since when working with gambling, it is important to understand the terminology in order to understand why you can cut the payout, give a bump or change the conditions for offers. Read and improve your knowledge. 
 

List of terms

AML — Anti-money Laundering — analysis of suspiciousness of transactions when replenishing an account and creating an application for withdrawal of funds by a player. 

 

ARPU — Average Revenue Per Use — the average amount of profit that the casino brings one player per month or other reporting period.

 

Bets-to-deposits — Rates x deposits — the ratio of the volume of rates to deposits. One of the KPIs of the casino and bookmaker. 

 

CAC — Customer Acquisition Cost — the indicator reflects the cost of attracting one player.

 

CPA — Cost per Action (target action cost) — the metric allows you to evaluate the costs of achieving the goal. For an affiliate, it means an action for which he receives payment under the terms of the offer.

 

CPA+ — Cost per Action Plus — target action with additional conditions. For example, CPA is a deposit, and CPA+ deposit is at least $100. 

 

CPL — Cost per Lead — a payment model in which the affiliate receives money for a new client. Most often, advertisers put additional conditions in addition to registration: deposit, installation of the application. 

 

CR — Churn Rate (churn rate of customers) — the ratio of the number of active players to users who left the casino. 

 

Crash games — a kind of slot where the player needs to guess the end time of the round.

 

EV — Casino Bonus Expected Value (expected casino bonus amount) — the amount that the player will receive after fulfilling the conditions for providing the bonus. 

 

FTD — First time Deposit (first payment) — a metric that reflects the quality of a webmaster's traffic based on the first deposit made by players. 

 

GGR — Gross Gaming Revenue — the indicator reflects the amount remaining in the casino as a result of the game, until the repayment of any project costs. 

 

House Edge (Margin) — Casino share — the percentage that the casino keeps from each game. 

 

Hybrid — hybrid model of payment for targeted actions. It implies payment for registration and accruals on revshare. 

 

iGaming — Internet Gaming — gambling vertical. It includes gambling and betting. 

 

KPI — Key Performance Indicator — advertiser's traffic quality requirements. Gambling often uses such KPIs as FTD, baseline, wager. 

 

KYC — Know your Clients — verification of the player's identity. Casinos and bookmakers ask for a passport, bank statement and documents on the registration address.

 

Loss Limit — verification of the player's identity. Casinos and bookmakers ask for a passport, bank statement and documents on the registration address. 

 

LTV — Lifetime Value (customer lifetime value) — net profit of a casino or bookmaker from one client throughout the entire period of its activity.

 

Non-regulated Market — jurisdiction without specific online gambling laws and regulators. 

 

NGR — Net Gaming Revenue (net gaming income) —the real profit of the casino, taking into account any costs.

 

NGR-to-deposits — the percentage of player deposits that turns into casino income.

 

Provably Fair — Proven Honesty — fair play technology for crash slots. Allows the player to check the validity of the results of each round.

 

RevShare — a payment model in which the webmaster receives a share of the advertiser's income.

 

RNG — Random Number Generator — the tool ensures the honesty of the results in gambling. 

 

ROI — Return on Investment — metric for evaluating the payback of traffic acquisition campaigns. 

 

RTP — Return to Player (percentage return to players).

 

Scratch Cards — Scratch cards — the format of slots "erasers", created by analogy with the mechanics of an offline lottery. The player erases an area on the field with the mouse and sees what is hidden behind it. 

 

VIP — Very Important Person — special clients who get the best conditions.

 

Welcome bonus — welcome bonus for new customers.

 

Baseline — the minimum amount that the player must deposit into the account in order for the advertiser to make a payment to the webmaster.

 

Bonus hunter — a player who earns on bonuses in a casino or bookmaker. Advertisers are not interested in such users.

 

Gambling operator — online casino owner.

 

Cap — the number of test conversions after which the advertiser evaluates the quality of the webmaster's traffic. 

 

Whale — high stakes gambler. 

 

Crypto casino — online casino with deposits in cryptocurrency.

 

Mindep — Minimum deposit — each casino or bookmaker  has a minimum allowable amount for depositing into the account. 

 

Overcap — exceeding test conversion limit (see cap).

 

Freespin — free spins at the casino. Given when registering or making a deposit.

 

High Roller — experienced player with high stakes and limits.
 

Conclusion

To successfully work with gambling or betting, a webmaster should be able to navigate the profile terminology without any problems. Particular attention should be paid to terms that are often associated with KPI: FTD, baseline, mindep, wagering.