Definition
Lifetime revenue, in the context of iGaming affiliate marketing, refers to the total cumulative earnings an affiliate generates from a single referred player over the entire span of that player's activity with an operator, from their first deposit through to their eventual churn or account closure. It is one of the most important long-term performance metrics for evaluating the true value of RevShare and Hybrid affiliate deals, since it captures the full economic impact of a single acquisition rather than just a single-period snapshot.
Calculating lifetime revenue requires tracking a referred player's ongoing Net Gaming Revenue (NGR) contribution month after month, applying the agreed RevShare percentage to each period, and summing the result across the player's entire active lifespan with the operator. For example, a player who deposits consistently for two years, generating an average of €500 in monthly NGR under a 30% RevShare arrangement, would produce a lifetime revenue contribution of roughly €3,600 to the referring affiliate over that period - a figure only fully knowable in retrospect, once the player has actually churned or the affiliate is evaluating historical data.
Because lifetime revenue can only be measured with certainty after the fact, affiliates and analysts commonly work with an estimated or projected version of this metric known as player lifetime value (LTV), calculated using historical retention curves and average revenue per player across similar player cohorts. Sophisticated affiliates and operators build LTV models segmented by acquisition channel, GEO, and device type, since these variables affect how long a typical player remains active and how much they deposit.
Lifetime revenue is a critical concept in iGaming because it reframes the affiliate marketing decision away from short-term metrics like immediate CPA payouts toward a more holistic view of long-term profitability, which is especially relevant when comparing RevShare deals against CPA deals for the same traffic source. An affiliate earning €100 CPA per player might actually be leaving significant money on the table if that same traffic, converted under RevShare instead, would generate €300+ in lifetime revenue from players who remain active and profitable for years.
A common analytical mistake is estimating lifetime revenue from too small a sample or too short an observation window, leading to projections that don't hold up as more data becomes available. Affiliates serious about optimizing RevShare should build cohort-based tracking, segment players by acquisition source, and refine lifetime value estimates as more data accumulates.
Worked example
A player you referred in 2023 has deposited €500/month for 24 months. Their lifetime revenue contribution at 30% RevShare is €3,600.
Frequently asked questions
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