<b>Reactivating a dormant player costs ~20% of acquiring a new one</b>

<b>Reactivating a dormant player costs ~20% of acquiring a new one</b>

Reactivation (re-engaging a player who stopped depositing for 30-90 days) is the most underpriced lever in betting affiliation, and most affiliates never see it because operators run it without sharing the lift.

What the cohort data shows across ~15 deals that exposed reactivation reporting:
— New FTD effective cost: ~$180 CPA.
— Reactivated player effective cost (bonus + outreach): ~$35-45.
— Reactivated player NGR: 70-85% of a fresh player's, because the deposit habit already exists.

The leverage: a 90-day dormant cohort of 1,000 players, reactivated at 8-12%, returns 80-120 paying players at a fifth of new-acquisition cost.

What to negotiate:
— RevShare deals: you keep earning on reactivated players automatically — push for visibility into reactivation campaigns.
— CPA deals: you usually earn nothing on reactivation — this is a strong argument to favor RevShare on retention-heavy brands.

Benchmark of the day: a reactivated player delivers ~75% of fresh-player NGR at ~20% of the cost — on RevShare that's pure margin you already own.