ARPPU (Average Revenue Per Paying User)

ARPPU, short for Average Revenue Per Paying User, is a monetization metric that divides total revenue over a period by the count of players who actually deposited in that period. It is a sharper read than ARPU, which spreads revenue across the whole base including people who never paid, because ARPPU isolates the players generating money. Operators watch it to understand how much value an active depositor contributes and whether spend per payer is rising or falling. A growing ARPPU alongside a steady paying base usually signals healthier monetization than raw traffic growth.

In practice operators compute ARPPU from the same revenue base as GGR and NGR, then divide by paying-player counts pulled from the platform. It pairs naturally with revenue per player and player lifetime value: ARPPU describes a window, while lifetime value projects the full relationship. Teams break the number down using player segmentation and a player value score to see which cohorts lift the average and which drag it down.

ARPPU also shapes how operators judge affiliate quality. An affiliate sending many sign-ups but few depositors may look strong on volume yet weak on ARPPU, so operators increasingly evaluate partners on the value of the paying players they bring rather than headcount. When ARPPU feeds the affiliate and partner reporting, operators can tune revshare and acquisition spend toward sources that deliver high-value depositors.