Fast Track has launched True Value, a new product designed to help iGaming operators measure the underlying economic value of player activity from the first completed session.
Powered by Fast Track’s Greco engine, True Value separates the value of gameplay from short-term outcomes, giving operators another metric for decisions around players, bonuses and affiliates.
Measuring Play Beyond GGR
Gross gaming revenue (GGR) remains a key measure of player value, but it reflects the financial outcome of gameplay rather than the underlying value of the activity.
A player can generate strong gameplay value while appearing unprofitable after a large win. Similarly, affiliate traffic can appear highly successful during a period of player losses.
True Value calculates what an operator would earn if the same pattern of play were repeated over a much larger number of sessions. The model considers factors including games played, return-to-player rates, volatility, stake sizes, gameplay sequences and bonus mechanics such as wagering requirements.
Research Highlights GGR Differences
Fast Track supported the launch with an analysis of 1.7 million sessions across several brands.
The research found that only 2.9% of individual sessions recorded GGR within 10% of their True Value. In a random-sampling analysis, 250,000 sessions were required before nine out of 10 samples fell within that range.
The findings highlight the potential difference between realised revenue and underlying gameplay value when operators make decisions based on relatively small amounts of player activity.
Supporting Player and Affiliate Decisions
Fast Track says True Value can support player segmentation, bonus evaluation and affiliate assessment.
In one deployment, the product identified several hundred players whose calculated value exceeded the operator’s threshold for its high-value player segment. Fewer than half had been classified within that segment using existing measures.
For operators, the additional metric could help identify valuable players earlier and provide another basis for allocating bonuses, VIP resources and acquisition investment.
True Value Complements GGR
Fast Track CEO Simon Lidzén said operators often need to make commercial decisions before enough activity has accumulated for realised revenue to provide a stable picture.
The company emphasises that True Value does not predict a player’s future behaviour. Instead, it measures the underlying value of completed gameplay, with additional sessions providing a broader picture over time.
Fast Track Director of Product Ed Dickerson described the distinction as measuring “what the play was worth” alongside GGR, which records the financial outcome.
Together, the two metrics give operators different perspectives on player activity and can provide a broader basis for commercial decision-making.
