Part III: Business & Regulation · Casino Marketing & Player Management
GGR (Gross Gaming Revenue)
Marketing Metrics
The total amount wagered by players minus the total amount paid out in winnings, representing the casino’s gross revenue from gaming activities before deducting expenses, taxes, or player incentives. GGR is the primary top-line revenue metric for all casino operations, calculated as: Total Bets (Handle) − Total Winnings Paid. GGR is typically reported by segment (VIP GGR, Mass Market GGR, Slot GGR, etc.) and is the standard metric for regulatory reporting, tax calculation, and market share analysis. Consistent year-over-year GGR growth of 10–15% is considered a strong indicator of operational health.
In practice
In Macau, GGR is reported in Macau Patacas (MOP) or Hong Kong Dollars (HKD) and is the primary metric used by the government for tax assessment (39% effective tax rate on GGR).
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)·NGR (Net 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.