Player Retention Rate
The percentage of players who return to book again within a defined period after their first visit.
Player retention rate measures how many players come back after their initial visit. It's typically measured as the percentage of players who made a first booking in a given month and returned within 30, 60, or 90 days.
Retention is often tracked in cohorts — groups of players who started in the same month. This allows you to compare retention across different time periods and measure the impact of changes you make.
A healthy retention rate varies by sport and market, but generally 30-40% 30-day retention is considered good for sports venues. Top-performing venues may see 50% or higher.
Formula
Retention Rate = (Players who returned within period ÷ Total new players in cohort) × 100Example
In January, 100 new players made their first booking. By the end of February, 35 of them had booked again. Your 30-day retention rate for the January cohort is 35%.
Why it matters
Acquiring new players is expensive — through marketing, promotions, and word-of-mouth. Retaining existing players is far more cost-effective. A small improvement in retention rate can significantly impact long-term revenue.
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