Definition
Player Lifetime Value
The total revenue a venue can expect from a single player over their entire relationship with the venue.
Overview
Player lifetime value (PLV) estimates the total revenue one player will generate over their entire time as a customer. It combines booking frequency, average booking value, and expected player lifespan.
For example, if a player books twice per month at €25 per booking and typically stays active for 18 months, their PLV is 2 × €25 × 18 = €900.
PLV helps you decide how much to invest in acquiring and retaining players. If your PLV is €900, spending €50 on acquisition marketing for one new player is a good investment.
Formula
PLV = Average Booking Value × Bookings per Month × Average Player Lifespan (months)Example
Average booking value is €25, average player books 1.5 times per month, and the average player stays active for 14 months. PLV = €25 × 1.5 × 14 = €525.
Why it matters
PLV is the north-star metric for venue growth strategy. It tells you the true value of each player and guides every decision from marketing spend to retention programme investment. Increasing PLV — through better retention, higher frequency, or higher prices — is the most powerful lever for venue profitability.
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Get startedRelated terms
Explore connected ideas in the glossary.
- Player Retention RateThe percentage of players who return to book again within a defined period after their first visit.
- Repeat Booking RateThe percentage of bookings made by players who have booked at least once before.
- Average Booking ValueThe average revenue generated per booking, calculated by dividing total revenue by the number of bookings.