Player Churn

Player churn is the attrition side of LTV: cohorts decay predictably, with the steepest drop in the first days and weeks after registration or first deposit.

Why acquisition people must care

Churn curves price deals: revshare projections, CPA break-evens and dynamic-CPA quality scores all embed retention assumptions per traffic source. Bonus-hunting traffic churns near-totally by design; community-referred players stick. Programs that measure churn per affiliate know which partners send tourists and which send residents — and reprice accordingly before the annual review, not after.