# Player Lifetime Value

> The total revenue a venue can expect from a single player over their entire relationship with the venue.

Canonical page: https://courtspulse.com/glossary/player-lifetime-value

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.

## Related terms

- [Player Retention Rate](https://courtspulse.com/md/glossary/player-retention-rate)
- [Average Booking Value](https://courtspulse.com/md/glossary/average-booking-value)
- [Repeat Booking Rate](https://courtspulse.com/md/glossary/repeat-booking-rate)