Logo churn
What logo churn is
Logo churn is the share of individual customers who leave — players who were with you last period and are no longer active this one. Unlike revenue churn, which asks how much spend you lost, logo churn asks who you lost.
In iGaming, it is the cleanest pulse of audience attrition: a depositor who bet in March but placed no bet — and often made no deposit — in April.
The number sounds simple; the story behind it rarely is. Sports calendars, bonus fatigue, subtle frictions in KYC and cashier flows, and the everyday editorial choices in your lobby all tilt the figure up or down.
The arithmetic is plain.
Take all active customers in Period A. Count how many of them did not register qualifying activity in Period B. Divide by the Period-A total.
That quotient is your logo churn for the window you care about — week, month, quarter. Read it by cohort, not in aggregate.
A World Cup cohort behaves differently from a midsummer one; a group acquired through free spins will age differently from a cohort picked up via creator streams.
The point is not to find a single “good” rate, but to understand which cohorts leave, when, and after which experiences.
The operator’s lens
For an operator, logo churn is less a scoreboard than a to-do list. If day-7 return weakens, the first question is not about net-new mechanics. It is whether newcomers found the mechanics you already have.
A lobby whose top row has not changed in three weeks can make a fresh depositor feel like an old one — check lobbies of other casinos via Blask. A KYC screen that does not save state teaches people to stop. A cashier that hides familiar instruments on mobile pushes them to try their luck elsewhere.
Providers and affiliates
Studios read logo churn as a verdict on readability. If a slot’s entry to bonus is opaque, if re-spin cues are buried, or if the theme promises a pace the math cannot deliver, new players do not return. Affiliates can help or hurt.
A review or short video that shows the real tempo — the near-misses and the ordinary wins — creates right-sized expectations and second visits. Highlight reels of unlikely jackpots do the opposite.
Cohorts tell the truth. Track logo churn by acquisition wave and first-week behavior. If a cohort leaves in lockstep, the product taught them to.
Measuring and managing logo churn with Blask
Logo churn lives in your house metrics, but external context keeps you honest. When attrition rises, you want to know whether the market cooled or your experience did.
Blask Index shows ambient attention to iGaming brands in near real time. If your logo churn worsens while the index climbs, rivals are seizing the moment — merchandising and flow, not demand, are the problem. If both fall, treat the backdrop as part of the story and plan retention accordingly.
Read more: How to track your nearest iGaming competitors with Blask?
Seasonality is the classic trap. Read movement year over year and month over month to separate calendar effects from product ones. In Blask, YoY/MoM shifts register the moment search intent moves, so you can attribute a wobble in churn to a real-world schedule rather than to a misstep in your app.
Churn never travels alone. Acquisition Power Score (APS) estimates how efficiently you convert attention into new customers. Rising logo churn with rising APS says you are over-relying on the top of the funnel — filling a bucket faster than it leaks. Flat APS with rising churn says the bucket is leaking and the tap is not on.
Finally, tie people to P&L. Competitive Earning Baseline (CEB) benchmarks expected earnings given your market position. If logo churn ticks up while CEB drifts down, attrition is eroding the floor, not just the optics. If CEB holds steady while churn rises, you may be losing low-value actives — a different operational response.
Read more: Leading the shift: ushering in APS & CEB for a new era of brand performance
Logo churn tells you who left. APS who arrived. Blask Index the tide. CEB the cash. Their shape together points to the fix — lobby editing, flow repair, or simply respecting the season.