Part III: Business & Regulation · Casino Marketing & Player Management
ARPU (Average Revenue Per User)
Marketing Metrics
The average revenue generated per active user during a defined period, calculated as: Total Revenue / Total Number of Active Users. ARPU measures the casino’s monetization efficiency and indicates how effectively the property converts player visits into revenue. Increasing ARPU suggests successful upselling, improved game mix, or effective premium player development. ARPU is typically analyzed by segment (VIP ARPU, mass ARPU, slot ARPU) to identify underperforming segments and optimization opportunities. For online casinos, a monthly ARPU of $100–$200 is considered healthy.
In practice
ARPU includes all revenue sources (gaming and non-gaming) divided by all active users, including non-paying users. ARPPU (Average Revenue Per Paying User) excludes non-paying users and is typically significantly higher.
Related terms
More in Marketing Metrics
Reinvestment Rate·Churn Rate·Retention Rate·Conversion Rate·Market Share·Player Acquisition Cost (PAC) / Customer Acquisition Cost (CAC)·Player Lifetime Value (LTV / PLTV)·GGR (Gross Gaming Revenue)
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.