The Benchmark Report helps iGaming operators understand how their performance compares to similar operators in their market. It’s designed to support quick, confident answers to questions like:
- Are our deposit and revenue KPIs in line with the market?
- Are we improving or declining month over month?
- Where should we focus first: acquisition, monetization, or retention?
What you’ll see
The report shows industry benchmarks for key KPIs and where your tenant sits relative to comparable operators (grouped by geography and vertical).
- The benchmark demonstrates the behavior of a typical customer in a specific geography and vertical, regardless of which operator they work with (i.e., for the benchmark value, we do not average at the operator level, but over all relevant customers).
- With this, you can compare the behavior of a typical customer of yours vs. a typical customer in the same geography and vertical.
- Benchmarks are calculated from anonymized, aggregated data across many iGaming brands using Optimove. Individual operator data is never exposed.
Verticals covered
The Benchmark Report covers a growing set of gaming verticals. Your tenant is benchmarked within the vertical that best reflects your business:
- Sport
- Casino
- Multi Gaming
- Sweeps
- Lottery
- Poker
- Social Gaming
- Bingo
How to access the report
- Go to Analyze in the Optimove navigation bar.
- Select Benchmark Report.
From there, you can:
- Compare your KPIs against the benchmark
- View changes over time (select Show Trend)
- Segment by the geography of the target customers (where available)
KPIs included and how they are calculated
KPIs are presented as a point-in-time comparison (bar chart) or a monthly trend (line chart). The report aggregates totals across tenants and recalculates averages from those totals (so results are properly weighted, rather than averaging tenant-level averages). KPIs are calculated monthly.
| KPI | Calculation |
|---|---|
| Average Deposit Amount per Customer | Total Deposit Amount / Number of Customers |
| Average Single Deposit Amount | Total Deposit Amount / Number of Transactions |
| Average Net Revenue per Customer | Total Net Revenue / Number of Customers |
| Average Deposits per Customer | Number of Transactions / Number of Customers |
| Average Activity Days per Customer | Total Activity Days / Number of Customers |
| First-Time Depositor Rate | Number of First-Time Depositors / Number of Depositors |
Who is included in the calculations
Tenants
Each tenant is handled independently. If an organization runs multiple brands as separate tenants, each tenant is treated as a separate data point.
Customers
A Customer is any user who completed at least one Eligible Transaction during the selected period. This keeps benchmarks focused on real behavior (transactions), rather than simply counting all registered users. Lifecycle Stage (LCS) is not required for inclusion.
How to use the Benchmark Report
Diagnose performance gaps
If you’re below benchmark on deposits, revenue, or activity, use the trend view to identify when the gap started and correlate it to campaign strategy, product changes, or market conditions.
Prioritize the right lever
- Low First-Time Depositor Rate can signal friction in conversion.
- Low Avg Deposits per Customer can indicate weak repeat purchase behavior.
- Low Avg Net Revenue per Customer can indicate under-monetization or over-incentivization.
Track improvement over time
Use Show Trend to validate that changes you make (campaigns, journeys, incentives, onboarding) are moving the KPI in the expected direction.
Why a benchmark may not be available for your market
Benchmarks are shown for a given market (your geography and vertical) only when there is a healthy, representative set of comparable brands in it. This keeps every comparison fair, statistically meaningful, and fully anonymized — no individual operator can be identified.
If a benchmark isn’t available for your market yet, it simply means there aren’t enough comparable brands in that geography and vertical at the moment. Coverage continues to expand as more operators join, so additional markets become available over time.
Sweeps notes
Sweeps (Sweepstakes Casino) operators typically use a dual-currency model: Gold Coins (virtual currency that can be purchased and used for gameplay) and Sweeps Coins (promotional currency that can be used in gameplay that may lead to redeemable outcomes).
In the Benchmark Report for Sweeps:
- Deposits / Purchase Amounts reflect purchases of Gold Coins (GC).
- Net Revenue reflects outcomes driven by Sweeps Coins (SC) gameplay.
- Activity Days include any tracked activity as defined by the tenant’s model.
- Customers who received Sweeps Coins via free methods (e.g., AMOE) are included if they made at least one eligible transaction during the period.
If you’re unsure how your tenant maps purchase and revenue fields for Sweeps, contact your Customer Success Manager.
FAQ
Which verticals does the Benchmark Report support?
Sport, Casino, Multi Gaming, Sweeps, Lottery, Poker, Social Gaming, and Bingo. Your tenant is benchmarked within the vertical that best reflects your business.
Why don’t I see a benchmark for my market?
A benchmark is shown only where there is a healthy set of comparable brands in your geography and vertical, so that every comparison stays fair and fully anonymized. As more operators join, additional markets become available over time.
How often is the data updated?
KPIs are calculated monthly.