Reactivation converts at 3-4x the cost-efficiency of cold FTDs

Reactivation converts at 3-4x the cost-efficiency of cold FTDs

The advice: dead players are dead; spend your budget on new acquisition. The unit economics disagree.

Win-back math, ~15 operator programs sharing data, 90-day lapsed cohorts (lapsed = no deposit 60+ days):
— Cold acquisition: ~$140 to land one FTD.
— Reactivation of a lapsed depositor: ~$35-$45 effective cost per re-deposit, because the player already has an account, KYC, and deposit history.
— Reactivated players also re-deposit faster: median 2 days vs 6 days for fresh signups.
— Conversion on a targeted win-back offer ran 9-14% of the lapsed list vs ~1% cold click-to-FTD.

The correction: a lapsed depositor is the warmest traffic you'll ever touch. If your deal pays on re-activations (confirm this — many CPA terms exclude returning players), a reactivation cohort can carry a 3-4x better cost-per-deposit than cold.

Benchmark of the day: a lapsed depositor reactivates at ~$40 vs ~$140 cold; check your terms pay on returning players before you write them off.