Segmenting ARPU in a Gaming Club
Segmenting ARPU in a Gaming Club
Section titled “Segmenting ARPU in a Gaming Club”ARPU (Average Revenue Per User) is the single most actionable KPI for a computer or gaming club, and IZI surfaces it in three places: as a daily snapshot on the Key Metrics dashboard, as a segment comparison between new and returning customers in the Clients Report, and as a cohort uplift figure in the Top-Up Bonus report. To find ARPU in the CRM, go to Analytics → Key Metrics dashboard — the KPI section shows two cards: ARPU (Cash Method) and ARPU (Accrual Method). For a segmented view, go to Analytics → Clients Report → Revenue and ARPU tab. Cash ARPU equals balance top-ups minus withdrawals divided by unique customers (see: cash-method revenue). Accrual ARPU equals balance spend minus refunds divided by unique customers (see: accrual revenue). The difference matters: a customer who deposits once and spends gradually will inflate cash ARPU in the deposit month and suppress it afterward, while accrual ARPU tracks real consumption smoothly across months.
Where to find ARPU: two locations in the CRM
Section titled “Where to find ARPU: two locations in the CRM”Key Metrics dashboard
Section titled “Key Metrics dashboard”This is the default view when you open Analytics. The KPI section contains three cards:
- Average Ticket — average spend per single balance transaction (CHARGE type).
- ARPU (Cash Method) — cash revenue divided by unique customers with top-up or withdrawal transactions for the day.
- ARPU (Accrual Method) — accrual revenue divided by unique customers with purchase or refund transactions for the day.
The dashboard works in single-day mode with a comparison date. By default, the comparison date is the same day one month earlier. The arrow on each card shows whether the metric rose or fell relative to the comparison.
Clients Report → Revenue and ARPU
Section titled “Clients Report → Revenue and ARPU”Navigate to Analytics → Clients Report → Revenue and ARPU block. Here ARPU is shown as a time series over any period you choose (day / week / month / quarter) with a breakdown by customer type.
The chart combines two layers:
- Columns (left axis) — revenue for four sub-segments:
- New (registered)
- New (unregistered)
- Returning (registered)
- Returning (unregistered)
- Lines (right axis) — ARPU for new customers and ARPU for returning customers.
A toggle above the chart switches the data source:
- Cash Method — source: balance top-ups.
- Accrual Method — source: balance spend (gaming sessions, bar, combo sets).
How IZI calculates segment ARPU
Section titled “How IZI calculates segment ARPU”The calculation logic from the CRM source (useClientsRevenue.ts):
ARPU (new) = Σ revenue from new customers / count of unique new playersARPU (returning) = Σ revenue from returning customers / count of unique returning playersA customer is classified as new if their type is new (first visit falls within the selected period). They are classified as returning if their type is returning (they visited before the period started). Registered and unregistered customers appear as separate revenue columns but are merged into one group when computing the ARPU line.
In Accrual Method mode, only real spend is counted — not bonus transactions. The transaction types included are gaming sessions (GAME), bar (BAR), and combo sets (COMBO).
Revenue by spend type
Section titled “Revenue by spend type”Below the ARPU chart, the Clients Report shows three additional breakdowns:
| Block | What it shows |
|---|---|
| Revenue by customer type and spend type | How much new and returning customers spent separately on top-ups, sessions, bar, and combos |
| Transaction count and share by spend type | How many transactions of each type occurred, and their percentage share |
| Sales by spend type and customer type | Same as above but split into new vs returning |
These blocks tell you where each segment’s money goes. If bar share among new customers is near zero, they simply have not discovered the menu yet. If combo sets account for 30% of returning customer spend, the session-plus-food bundle is working.
ARPU in the Top-Up Bonus report
Section titled “ARPU in the Top-Up Bonus report”The Analytics → Top-Up Bonus section includes a behavioral-change block for the campaign cohort. It shows three KPI cards:
| Card | Meaning |
|---|---|
| ARPU — Comparison | Average revenue per customer in the cohort during the period before the campaign (divided by the number of customers active in that period) |
| ARPU — Current | Average revenue per customer in the cohort during the period after the campaign (divided by the full cohort size) |
| ARPU Uplift | (current ARPU − comparison ARPU) / comparison ARPU × 100% |
ARPU uplift is the honest signal of campaign effectiveness: it shows whether the top-up bonus genuinely raises revenue per customer or merely triggers a one-time deposit spike. A negative uplift means customers are topping up more but spending less from their balance — a signal to revisit the threshold amount, bonus percentage, or validity window.
Step-by-step: diagnosing an ARPU drop
Section titled “Step-by-step: diagnosing an ARPU drop”-
Open Analytics → Key Metrics dashboard. Select the current date and a comparison date (last week or last month). Confirm that ARPU has actually declined, not just fluctuated due to a one-off event.
-
Go to Analytics → Clients Report → Revenue and ARPU block. Set the same period, choose daily or weekly granularity.
-
Check which segment’s line moved. If the new-customer ARPU line dropped while returning customers are stable, the problem lies in acquisition quality or the first-visit experience — not in loyalty erosion.
-
Switch to Accrual Method and open the Revenue by customer type and spend type block. Check whether bar or combo share has fallen — that is a direct growth lever.
-
If a top-up bonus campaign was active during the period, open Analytics → Top-Up Bonus and check the ARPU Uplift card. A positive cohort uplift alongside an overall ARPU decline means the campaign is working but the share of new customers (who spend less by nature) has grown — a mix-shift problem, not a loyalty problem.
Common patterns and responses
Section titled “Common patterns and responses”| Pattern | Signal | Action |
|---|---|---|
| New ARPU much lower than returning (gap > 2×) | New customers make only a trial visit | Improve onboarding: discount on second visit, bar demo |
| Returning ARPU declining | Base is fatiguing, playing shorter sessions | Check visit frequency and configure a loyalty tier campaign |
| Cash ARPU high, accrual ARPU low | Customers top up but do not spend | Review bonus balance expiry or tariff range |
| Top-up bonus ARPU uplift negative | Bonus campaign is not raising spend | Revisit threshold amount, percentage, or bonus settings |
| High share of unregistered new customers | Many anonymous visitors | Add registration at first visit to build a customer base |
Exporting the data
Section titled “Exporting the data”Every chart in the Clients Report has an export button in the top-right corner. For the Revenue and ARPU block, the exported CSV includes columns: date, New (registered), New (unregistered), Returning (registered), Returning (unregistered), ARPU — New, ARPU — Returning. The file opens in any spreadsheet editor without additional formatting.
Frequently asked questions
Section titled “Frequently asked questions”Why does daily ARPU differ significantly from monthly ARPU?
Daily ARPU is sensitive to outliers: a single corporate event with a large top-up can push cash ARPU three or four times above the baseline for that day. Use a rolling month for management decisions rather than individual days.
Do customers with no sessions count toward ARPU?
In cash ARPU, yes — they appear in the denominator as unique customers with TOP_UP or WITHDRAW transactions. In accrual ARPU, only customers with CHARGE or REFUND transactions are counted (customers who actually spent from their balance).
Can I filter ARPU by zone?
The Clients Report does not filter by zone. For zone-level revenue analysis, use the Zone Popularity report or the sessions per player report.
Frequently asked questions
What is ARPU in the context of a computer club?
ARPU (Average Revenue Per User) is the average revenue generated per unique customer over a given period. In IZI it is calculated two ways: cash method (balance top-ups minus withdrawals divided by unique customers with TOP_UP or WITHDRAW transactions) and accrual method (balance spend minus refunds divided by unique customers with CHARGE or REFUND transactions).
How does the cash ARPU differ from accrual ARPU?
Cash ARPU shows how much money customers actually deposited into the club over the period (top-ups minus withdrawals). Accrual ARPU shows how much was spent from their balance on gaming time, bar purchases, and combo sets. If a customer deposits a large lump sum in January and spends it gradually over three months, cash ARPU spikes in January while accrual ARPU stays stable and better reflects actual consumption.
Why is ARPU for new customers lower than for returning customers?
New customers typically make a trial visit: minimum tariff, no bar purchase, and leave after one or two hours. Returning customers know the club, book longer sessions, buy bar items, and often hold a multi-pass. A gap between segments is normal; the club's job is to narrow it by converting new visitors into a second and third visit.
How do I view ARPU broken down by customer type in IZI?
Go to Analytics → Clients Report → Revenue and ARPU tab. The chart shows revenue columns for four sub-segments (new registered, new unregistered, returning registered, returning unregistered) and two ARPU lines (new / returning) on the right axis. A toggle above the chart switches between Cash Method and Accrual Method data sources.
What is ARPU uplift in the top-up bonus report?
ARPU uplift is the relative change in cohort ARPU between the comparison period (before the campaign) and the current period (after). Formula: (current ARPU − comparison ARPU) / comparison ARPU × 100%. A positive uplift means the campaign genuinely raised revenue per customer. A negative uplift signals that customers top up more but spend less — time to revisit the campaign mechanics.
How does IZI calculate ARPU for new vs returning segments?
IZI labels a customer as 'new' if their first visit falls within the selected period and 'returning' if they visited before the period started. Revenue is summed within each group and divided by the count of unique players in that group. Registered and unregistered customers appear as separate columns in the revenue chart but are merged into the two ARPU lines.