Part III: Business & Regulation · Casino Marketing & Player Management
Conversion Rate
Marketing MetricsREPORTED
The percentage of individuals who complete a desired action relative to the total number of opportunities. In casino marketing, conversion rates are measured at multiple stages: visit-to-registration (percentage of casino visitors who sign up for a player’s card), registration-to-deposit (percentage of online registrations who make a first deposit), and offer redemption rate (percentage of players who respond to a specific marketing offer). Improving conversion rates at each funnel stage is a primary marketing optimization objective. A first-time depositor conversion rate above 20% is generally considered strong for online casinos.
In practice
Conversion rate optimization applies both to digital funnels (website to registration to deposit) and physical casino contexts (walk-in to carded play to return visit).
More in Marketing Metrics
Reinvestment Rate·Churn Rate·Retention Rate·Market Share·Player Acquisition Cost (PAC) / Customer Acquisition Cost (CAC)·Player Lifetime Value (LTV / PLTV)·GGR (Gross Gaming Revenue)·NGR (Net Gaming Revenue)
One entry from the Casino Industry Glossary, 1,090 terms written for surveillance, compliance and operations professionals rather than for players. Definitions describe industry usage; where a term carries a regulatory meaning, verify against the instrument that governs your jurisdiction.