Fast Track Tests Affiliate Value Metric Across 1.7M Sessions
Fast Track has tested a new way of measuring player value after analysing 1.7 million gaming sessions from several gambling brands. The company says the results showed a wide gap between session-level GGR and its True Value calculations.
The True Value metric was announced on September 23. Fast Track built it to measure player value using more than the financial result of a single session.
In the dataset, only 2.9% of sessions produced GGR results within a 10% range of the True Value estimate.
The company also ran random sampling tests. Fast Track said it took 250,000 sessions before nine out of 10 samples reached the same ±10% range. That sample size equals around 14.7% of the analysed dataset.
Operators Could Reclassify High-Value Players
Fast Track highlighted affiliate acquisition as one area where the metric can be applied. In one operator deployment, the system identified several hundred players above a high-value threshold. Fast Track said fewer than half of them were already marked as high-value players under the operator’s previous approach.
The company did not name the operators involved or provide details on the acquisition sources behind those players.
The test shows a measurement issue rather than a change in player behaviour: the same customer group can look different depending on whether operators review immediate GGR or another value calculation.
Affiliate Value May Look Different
The test does not replace GGR as a metric. It shows that player value can look different depending on the measurement method.
For affiliates, this can change how traffic sources are compared. The same acquisition partner may produce different results when operators look beyond short-term revenue.