iGaming Glossary
The world of iGaming is full of specific terms. We've created this dictionary to help you navigate it with confidence.
A
API (Application Programming Interface)
A set of rules and tools for building software applications. In iGaming, a Game Aggregator API allows a casino to quickly connect thousands of games from different providers via a single integration.
Acquisition
The process of attracting new players to an online casino. Key acquisition channels include affiliate marketing, SEO, paid advertising (PPC), and SMM.
Affiliate Program
A marketing system where an operator pays third parties (affiliates) for generating traffic and new players for their casino. Payments can be based on CPA, RevShare, or Hybrid models.
Aggregator (Game Aggregator)
A service that provides a single API integration point to access a large portfolio of games from many different providers. This greatly simplifies the process of adding new content to a casino.
Average Revenue Per User (ARPU)
A metric that shows the average revenue generated from a single active user over a specific period. It is calculated by dividing the total revenue by the number of active users.
B
Backend
The server-side part of a platform, responsible for all logic, data processing, and communication with the database. It's the 'engine' of the casino that players don't see.
Bonus
A promotional offer given to players to encourage deposits and play. Common types include Welcome Bonuses, No-Deposit Bonuses, Free Spins, and Cashback.
Bonus Abuse
The act of players trying to exploit a casino's bonus offers to gain an advantage, often by creating multiple accounts or violating terms and conditions. Platforms use anti-fraud systems to combat this.
C
CPA (Cost Per Acquisition)
An affiliate marketing model where the operator pays a fixed fee for each new player who makes a first deposit.
CRM (Customer Relationship Management)
A system for managing a company's interactions with current and potential customers. In iGaming, it's used to segment players and send personalized marketing communications.
Cashback
A type of bonus where a player receives a percentage of their net losses back as cash or bonus funds over a specific period.
Conversion Rate
The percentage of visitors who perform a desired action, such as registering an account or making their first deposit.
Cross-platform
The ability of software, like a game or a casino platform, to run on multiple operating systems and devices (desktop, mobile, tablet) with a consistent user experience.
D
Deposit
The act of a player transferring money to their casino account to play for real money.
F
Free Spins
A type of bonus that grants a player a certain number of free rounds on a specific slot game.
Frontend
The client-side part of a platform that users interact with directly. This includes the website's design, layout, buttons, and game interfaces.
G
GGR (Gross Gaming Revenue)
The total of all player bets minus the total of all player winnings. This is the casino's 'gross' profit before deducting bonuses, royalties, and operational costs.
Gamification
The application of game-design elements and principles in non-game contexts. In casinos, this includes loyalty levels, achievements, tournaments, and leaderboards to increase player engagement.
H
Hold
Also known as win percentage. It's the percentage of the total amount wagered (turnover) that the casino keeps as profit. It is calculated as (Total Bets - Total Wins) / Total Bets.
Hybrid Deal
An affiliate marketing model that combines elements of both CPA and RevShare.
J
Jackpot
A large, special prize in a game, often progressive, meaning it increases every time the game is played but not won.
K
KYC (Know Your Customer)
The process of a business identifying and verifying the identity of its clients. In iGaming, it's a crucial procedure to prevent fraud, underage gambling, and money laundering.
L
Landing Page
A standalone web page created specifically for a marketing or advertising campaign. It's where a visitor 'lands' after they click on a link in an email, ad, or other digital location.
License (Gaming License)
A permit issued by a regulatory authority (e.g., MGA, Curacao eGaming) that allows a company to legally operate an online gambling business.
Lifetime Value (LTV)
A metric that predicts the total net profit a business will make from any given customer over the entire duration of their relationship. A key metric for assessing marketing ROI.
Live Casino
A category of online games where players interact with real human dealers via a live video stream. Games include Blackjack, Roulette, Baccarat, and game shows.
N
NGR (Net Gaming Revenue)
Calculated as GGR minus bonuses, royalties paid to game providers, and payment processing fees. NGR represents the casino's actual 'net' profit, which is often the basis for RevShare calculations.
No-Deposit Bonus
A type of bonus given to players without requiring them to make a deposit, typically upon registration. It's a powerful tool for attracting new players.
P
Payment Gateway
A technology service that processes debit/credit card and other forms of payments for online businesses. It's the intermediary between the casino and the payment networks.
Platform Provider
A company (like PulseGaming) that supplies the core software and technology needed to run an online casino, including the backend, games, and payment systems.
Progressive Jackpot
A jackpot that increases in value each time the game is played but the jackpot is not won. They are often linked across multiple casinos, allowing them to grow to enormous sizes.
Provider (Game Provider)
A company that develops and supplies games to online casinos. Examples include Pragmatic Play, Evolution, and NetEnt.
R
RNG (Random Number Generator)
A computational or physical device designed to generate a sequence of numbers or symbols that cannot be reasonably predicted. In iGaming, it ensures that game outcomes (like a slot spin) are random and fair. RNGs are certified by independent labs.
RTP (Return to Player)
A percentage of all the wagered money that a slot or game will pay back to players over time. An RTP of 96% means that for every $100 bet, the game is expected to return $96 in wins.
Retention
The ability of a casino to keep its players active over a period of time. High retention is a sign of a healthy business and is influenced by the quality of games, bonuses, and customer support.
RevShare (Revenue Share)
An affiliate marketing model where the operator shares a percentage of the NGR generated by a referred player with the affiliate for the player's entire lifetime at the casino.
S
SaaS (Software as a Service)
A software licensing and delivery model in which software is licensed on a subscription basis and is centrally hosted. A White Label casino solution is a form of SaaS.
T
Turnkey Solution
A complete, ready-to-use product that is built and handed over to a client. In iGaming, a Turnkey casino is a fully customized platform where the operator owns the source code.
Turnover
Also known as 'handle' or 'wagered amount'. It is the total sum of all bets made by players over a specific period, regardless of whether they won or lost.
U
UI/UX (User Interface / User Experience)
UI is the graphical layout of an application. UX is the overall experience a person has using it. Good UI/UX is critical for player engagement and retention.
V
Volatility
Also known as variance, it describes the risk level of a slot game. Low volatility slots pay out small wins frequently, while high volatility slots pay out large wins but much less often.
W
Wagering Requirement
A condition applied to a bonus that requires a player to bet a certain amount of money before they can withdraw the bonus funds or winnings derived from it. For example, a $10 bonus with a 30x wager means the player must bet $300.
Welcome Bonus
A special promotion offered to new players when they make their first deposit(s). It often includes a match bonus (e.g., 100% up to $200) and/or Free Spins.
White Label
A solution where a company leases a ready-made platform from a provider and operates it under its own brand. It's the fastest and most cost-effective way to launch an online casino.