Back

First-time deposit (FTD)

What if you could predict exactly how many new players will make their first deposit—not just based on your own data, but by comparing your performance to the entire market?

First-time deposit (FTD) is no longer just a basic KPI for tracking new players. With the rise of Acquisition Power Score (APS), FTD is now a strategic benchmark that shows you how well your brand converts potential customers compared to your full market potential.

Because in iGaming, knowing how many players deposit is only the first step. The real game-changer is understanding how close you are to tapping your market’s true acquisition potential.

What is first-time deposit (FTD)?

Imagine you’re running an online casino and 10,000 unique visitors land on your site this month. Out of those, 250 make their first deposit. Your FTD conversion rate is 2.5%. This number tells you how effectively your marketing turns visitors into real, depositing players.

FTD is the cornerstone of acquisition performance.

It’s calculated simply:
FTD conversion rate (%) = (Number of first-time deposits / Number of unique visitors) × 100

For example, 10,000 visitors and 250 first-time deposits mean a 2.5% FTD conversion rate.

📌 Why does FTD matter?
FTD shows you how well you convert traffic into paying customers. But it doesn’t tell you if you’re maximizing your market opportunity—or how you stack up against competitors.

The evolution of acquisition metrics: From FTD to APS

Step 1: The traditional approach — FTD

For years, operators relied on FTD as their primary acquisition KPI. It’s easy to measure, easy to track, and gives a clear snapshot of immediate performance. But it has limitations:

No market context: FTD doesn’t show if you could be converting more, given your brand’s reach and market conditions.
No competitive comparison: You can’t see if your conversion rate is above or below the industry standard.
No growth forecasting: FTD is backward-looking, not predictive.

Step 2: The new standard — Acquisition Power Score (APS)

APS is a next-generation metric that reveals your brand’s true acquisition potential. It’s not just about how many players you’ve acquired—it’s about how many you should be acquiring, given your brand’s visibility, market influence, and competitive environment.

APS is your market’s benchmark for acquisition performance.
It’s calculated using AI and real-time data, combining:

Brand visibility: How often users engage with your brand online.
Market influence: Your competitive position in the market.
Acquisition effectiveness: How well your campaigns convert interest into action.
Competitor benchmarks: What other brands are achieving in the same market.

APS is updated regularly, so you always know your current acquisition potential.

Learn more about how APS works and how to use it in your strategy: Acquisition Power Score (APS) – Blask FAQ

How to calculate APS

APS is an AI-driven metric, but here’s how it works in practice:

Brand visibility: Your brand’s online presence, search trends, and engagement.
Market influence: Your position relative to competitors.
Acquisition effectiveness: How well your marketing converts interest into action.
Competitor benchmarks: The performance of other brands in your market.

These factors are combined into a single score, updated monthly, that shows your expected FTD performance based on current market conditions.

How to compare FTD and APS for profit optimization

Comparing your actual FTD to your APS gives you a powerful tool for diagnosing your acquisition performance.

If your FTD is below your APS:
You’re not tapping your full market potential. There’s room to improve your marketing, user experience, or brand positioning.
If your FTD matches or exceeds your APS:
You’re maximizing your acquisition power—and likely outperforming competitors.

Example:
If your APS is 3% and your FTD is 2.5%, you have untapped potential. If your FTD is 3.5%, you’re outperforming market expectations.

📌 Practical application:
Use APS as your target for FTD performance. If you’re below, optimize your marketing and user journey. If you’re above, double down on what’s working.

How to use FTD and APS for sustainable growth

1. Analyze the gap between FTD and APS

The difference between your FTD and APS shows how efficiently you’re converting market interest into real deposits. A narrow gap means you’re maximizing your potential.

2. Optimize your marketing campaigns

Use APS insights to guide your marketing spend. Improve brand visibility, refine your targeting, and optimize your landing pages to close the gap.

3. Benchmark against competitors

APS includes competitive data, so you always know if you’re leading or lagging behind the market.

4. Set realistic, data-driven goals

APS helps you set achievable targets for new player acquisition, based on real market conditions.

5. Monitor performance over time

Track your FTD and APS together to see how market changes and your own optimizations impact your results.

Why this matters for profitability

You don’t waste budget: You know exactly where to invest to maximize new player conversions.
You see your true market position: You understand if your growth is outpacing or lagging behind the market.
You react faster to changes: APS is updated in real time, so you can adjust your strategy as market conditions shift.

The new era of brand performance measurement

Comparing FTD and APS isn’t just about tracking deposits—it’s about understanding your brand’s true acquisition power and market potential.

Instead of just counting new players, you can now:

See how close you are to your market’s acquisition ceiling
Set realistic, competitive targets for growth
Optimize your marketing for maximum efficiency and profit

Discover how APS and other next-generation metrics are redefining iGaming performance: Leading the Shift: Ushering in APS & CEB for a New Era of Brand Performance

The link between FTD, APS, and Brand’s Accumulated Power (BAP)

While APS focuses on acquisition, it’s closely tied to Brand’s Accumulated Power (BAP) — a metric that measures your brand’s overall strength and visibility in the market. BAP combines brand visibility, consumer interest, and competitive positioning into a single score, giving you a holistic view of your brand’s market power.

How it connects:

Strong BAP often leads to higher APS: When your brand is highly visible and engaging, your acquisition potential increases.
APS and FTD together show acquisition efficiency: If your FTD is close to your APS, you’re converting market interest into real players efficiently.
BAP, APS, and FTD together give a complete picture: You can see not just how many players you’re acquiring, but how well you’re leveraging your brand’s market power.

Learn more about how BAP redefines brand strategy: BAP is All You Need: Transitioning from Market Share to Brand’s Accumulated Power

Maximize your acquisition strategy with FTD, APS, and BAP

You’re tracking new players, optimizing campaigns, expanding into new markets. But if you’re only looking at FTD, you’re missing the bigger picture.

FTD is your foundation. APS is your benchmark. BAP is your market power. Together, they give you the insights you need to grow your player base, maximize your marketing ROI, and stay ahead of the competition.

No more guesswork. No more missed opportunities. Just data-driven acquisition strategies that turn market potential into real, profitable growth.