An active-player total gives one view of the casino. Product analysis adds the sequence behind it: how a defined group reaches a first meaningful action, explores the catalogue and returns over time.
Choose the journey that matches the decision. Registration, a first deposit and a first game session are distinct events. Their relationship is useful only when the population, event definitions and observation window are consistent.
Player retention measures return activity for a defined group and window. Observed player churn needs an explicit inactivity rule: which eligible event stopped, for how long and for which cohort. This review describes activity; a predictive churn score would require its own model and validation.
Activation
Follow a defined population into its first meaningful product action and inspect the steps in between.
Product use
Understand which groups use a feature or part of the catalogue and how that activity develops.
Return activity
Compare like-for-like player groups over the same follow-up window.