LTV
Lifetime value
LTV is the revenue (or margin) a player brings over their whole life as a customer.
Formula
LTV ≈ ARPU × expected months of activity
Example
ARPU €30 and an expected 8 active months: LTV is about €240. (invented numbers)
In IBO
The Cohorts analysis shows LTV by first-deposit month against CAC.
Last reviewed 30 Oct 2026.