Fast Track has introduced True Value, a new tool designed to measure the economic worth of player activity from the first session. By distinguishing the play’s value from luck’s impact, True Value aids operators in making precise commercial decisions based on player activity.
Traditionally, GGR has been used to assess player value, but it often misrepresents the true worth by focusing on financial outcomes rather than the value of play itself. A player with a substantial win may appear unprofitable, and an affiliate with losing players may seem to provide exceptional traffic. These scenarios can lead to operator decisions influenced more by luck than by true value.
True Value shifts this perspective by calculating the intrinsic value of a session. This calculation models the scenario where the play pattern is repeated millions of times, using Fast Track’s gameplay risk engine. It considers multiple factors like game mathematics, player behaviour and bonus mechanics, including the games played, their return to player, stake sizes and terms like wagering requirements.
Simon Lidzén, Co-founder & CEO of Fast Track, explains: “Operators make decisions every day about which players to recognise, which offers to continue and which acquisition partners to invest in. These decisions deserve a better foundation than waiting for luck to average out.
“With True Value, we have now found a better way.”
Ross Parkhill, CEO at Rhino Entertainment (Betsson Group), adds: “We have been running True Value across our brands for several months. Having one number that tells us what a player is worth, updated as they play, has changed how we think about bonusing and how we manage our VIP base.
“It removes a lot of debate from decisions that used to be based on instinct.”
Research backing True Value involved analysing 1.7m sessions across various brands. It showed that only 2.9% of sessions had GGR within 10% of their True Value. In random-sampling analysis, 250,000 sessions were required for nine out of 10 samples to align closely with their True Value.
True Value’s implications are significant in player segmentation, bonus evaluation and affiliate assessment. It has identified high-value players previously unrecognised due to reliance on realised revenue.
Ed Dickerson, Director of Product at Fast Track, concludes “GGR tells you what the money did. True Value tells you what the play was worth.”
True Value is showcased at SBC Summit Stand A311.
TAGS: iGaming Analysis, Fasttrack.ai, Fast Track True Value
