Part III: Business & Regulation · Casino Marketing & Player Management

Active Player

Player Tracking & Rating

A player who has demonstrated recent gaming activity within a defined time period sufficient to maintain their status as an engaged customer. The definition of “active” varies by property and market—locals-oriented properties may define active as play within the last 3 months, while destination resort properties may use 6 or 12 months. Active players with sufficiently high ADT and visit frequency are typically coded to hosts and receive regular marketing communications. The active player base is the primary denominator for calculating retention rates, reinvestment efficiency, and marketing ROI.

In practice

In Player Development, “Active” typically requires both recency (played recently) and value (sufficient ADT). In database marketing, the definition may be broader—any player with activity in the last 12 months.

One entry from the Casino Industry Glossary — 1,157 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.