Customer Lifetime in a Gaming Club

Customer Lifetime in a Gaming Club

Customer lifetime — the period from a player’s first to last visit. One of three key LTV multipliers: cumulative revenue from a player directly depends on how long they remain an active visitor.

What It Means in Simple Terms

One player first came in January and visited through June — lifetime 6 months. Another came in January and is still coming — lifetime grows each month.

Lifetime isn’t about frequency, it’s about duration. A player can visit rarely (once a month) but do it for three years — lifetime 36 months. Another visited daily for 2 months then disappeared — lifetime 2 months.

For club owners this is a direct money connection: every additional month of player activity is another month of revenue against already-paid acquisition costs.

Formula and LTV Connection

Lifetime is one of three components of projected LTV:

LTV ≈ AOV × sessions per month × lifetime (months)

Parametrically: if your average AOV is X, visit frequency is Y/month, and average lifetime is Z months, then average LTV = X × Y × Z. Growing lifetime from 4 to 6 months at the same spend and frequency = 50% LTV growth.

Estimating future lifetime from current churn:

Average lifetime ≈ 1 ÷ monthly churn rate

If 20% of the base leaves each month (churn rate = 20%), average lifetime ≈ 5 months. Reduce churn to 15% — average lifetime grows to ~6.7 months.

When to Consider a Player “Gone”

Standard threshold: if a player hasn’t come in 60–90 days with average frequency of 3–4 visits/month — high probability they’ve churned. Set your own threshold based on your base’s average frequency: if average frequency is once a week, the “churned” threshold is 30 days without a visit.

In IZI, Analytics → Clients shows the “dormant” segment — players who haven’t visited recently. This is the reactivation base.

How to Extend Customer Lifetime

Multipass — buying a package creates an obligation to use it. While the package isn’t exhausted, the player returns. Direct active period extension.

Top-up bonus — credited bonus stays on account. While there’s balance, there’s a reason to come. Especially effective at the “dormant → active” transition.

Reactivation — reminder to the player with a personal offer. Returns those who fell out of habit but haven’t gone to a competitor. Details — Reactivation Playbook.

Related Terms

• LTV — cumulative value; lifetime is one of three multipliers
• Churn Rate — inverse of lifetime
• D30 Retention — conversion of first visit into an active period
• Multipass — primary lifetime extension tool
• Top-up Bonus — retention through prepaid balance