Fast Track Launches True Value to Measure Player Worth Beyond GGR

Fast Track, the B2B CRM provider for iGaming operators, has launched True Value, a product that estimates the economic value of player activity with the effect of luck removed. The company announced the launch on September 23, 2026.

True Value calculates what an operator would earn if a player's exact session were repeated millions of times. Fast Track says the metric is available from a player's first completed session, giving operators a basis for decisions on players, bonuses and affiliates without waiting for results to even out.

Only 2.9% of Sessions Showed GGR Close to True Value

Fast Track supported the launch with an analysis of 1.7 million sessions across several brands, which it did not name. The study compared each session's gross gaming revenue with its True Value.

Only 2.9% of individual sessions recorded GGR within 10% of their True Value, according to the company. In a random-sampling test, it took around 250,000 sessions before nine out of ten samples fell within that 10% range.

That is the core of Fast Track's argument. Operators decide which players to reward, which offers to keep and which affiliates to pay long before they have that volume of data for any single player, promotion or traffic source.

The figures come from Fast Track's own research and have not been independently verified.

How the Model Works

True Value is built on the mathematics of Greco, Fast Track's gameplay risk engine. The model accounts for the games played, their RTP and volatility, stake sizes, the sequence of play, and bonus mechanics and terms, including wagering requirements.

The concept is close to "theoretical win", which land-based casinos have long used to rate players on their expected value rather than their actual wins and losses. Fast Track's version adds bonus terms and play sequence, which matter in online casinos where promotions heavily shape player behaviour.

The problem with GGR as a player metric is variance. A valuable player who hits a large win can look unprofitable. An affiliate whose players go through a losing streak can look like a source of exceptional traffic.

Implications for VIP, Bonus and Affiliate Decisions

Fast Track says the tool applies to player segmentation, bonus evaluation and affiliate assessment. In one deployment, True Value identified a few hundred players whose value was well above the operator's threshold for its high-value segment. Fewer than half of them had been classified in that segment.

For affiliate managers, the approach could change how traffic quality is judged, particularly under RevShare deals, where payouts track realised revenue and short-term variance.

Ed Dickerson, Director of Product at Fast Track, said True Value measures activity that has already happened and does not claim to predict a player's future after a single session. "GGR tells you what the money did. True Value tells you what the play was worth," he said.

Fast Track positions the metric as a complement to GGR rather than a replacement. Simon Lidzén, co-founder and CEO, said he expects it to become an industry standard.

Fast Track, which has offices in Malta, Sweden, Spain and the United States, will present True Value at SBC Summit in Lisbon, which runs from September 29 to October 1, 2026.