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What Is GGR (Gross Gaming Revenue)?

GGR (Gross Gaming Revenue) is the gross gaming revenue and one of the key financial metrics in the gambling industry. It represents the difference between the total amount of bets placed by players and the total amount of winnings paid out, before deducting operating expenses, taxes, bonuses, and other mandatory costs.

Simply put, GGR shows how much money a casino or sportsbook earns directly from gaming activities before paying salaries, taxes, and other business expenses.

Why GGR Matters for Affiliates

Understanding GGR helps affiliates evaluate offers and assess their long-term potential.

  • A high and stable GGR may indicate that an operator's product is in strong demand and generates consistent revenue. Such operators are generally more likely to maintain stable affiliate payouts and less likely to revise partnership terms frequently.
  • GGR figures for specific GEOs help estimate market size and maturity. For example, if the gambling market in Germany or the gambling market in Brazil continues to grow steadily, it may be one of the factors to consider when choosing where to launch traffic.
  • Comparing GGR across verticals (casino vs. sports betting) can help affiliates identify which segments are likely to perform better during a particular season.

Market Size

According to the European Gaming and Betting Association (EGBA) 2023 report, Europe's gross gaming revenue is projected to reach €126.3 billion by 2026. Analysts attribute this growth primarily to the continued expansion of the online betting sector, which is expected to account for 61% of the total gambling market over the coming years.

How GGR Is Calculated

The standard GGR formula is:

GGR = Total Bets − Winnings Paid

Where:

  • Total Bets (A) — the total value of all bets placed by players;
  • Winnings Paid (B) — the total amount paid back to players as winnings.

Example

During one year, players wagered $4 million at an online casino and won $2 million.

  • A = $4,000,000
  • B = $2,000,000
  • GGR = $4,000,000 − $2,000,000 = $2,000,000

The casino's Gross Gaming Revenue is $2 million.

GGR vs. NGR: What's the Difference?

Beginners often confuse GGR and NGR, but they measure different things.

  • GGR (Gross Gaming Revenue) — gross gaming revenue, calculated as Total Bets minus Winnings Paid. It does not include any operating costs.
  • NGR (Net Gaming Revenue) — net gaming revenue, calculated by subtracting bonuses, promotional expenses, payment processing fees, refunds, and other applicable deductions from GGR.

Many affiliate programs calculate RevShare based on NGR, although the exact formula varies from one operator to another. For affiliates, this means that if you're working on a revenue-share model, your earnings typically depend on NGR rather than GGR. Always check how revenue share is calculated before promoting an offer.

Advantages of GGR

  • Helps evaluate the financial performance of a casino or sportsbook;
  • Makes it easier to compare the revenue of different operators;
  • Shows which games and verticals generate the highest gross gaming revenue;
  • Serves as one of the indicators when selecting a GEO for traffic acquisition, since growing regional GGR may reflect strong demand for gambling products.

Using GGR When Choosing a GEO

Before launching traffic in a new market, it's worth analyzing the region's GGR. A high and steadily growing GGR can indicate a mature market with consistent demand.

However, GGR alone should never determine your decision. You should also evaluate competition, traffic costs, licensing requirements, and local gambling regulations before entering a new GEO.

For up-to-date market insights, explore the 3S.INFO Market Reviews section.

For more industry terminology, visit the 3S.INFO Glossary. To find offers with transparent conditions, browse the 3SNET Best Offers catalog.

FAQ

What's the difference between GGR and NGR?

GGR (Gross Gaming Revenue) is the difference between total bets placed and total winnings paid out, before deducting any expenses. NGR (Net Gaming Revenue) is calculated by subtracting bonuses, payment processing fees, promotional costs, refunds, and other deductions from GGR. If you're working on a RevShare model, your commission is typically based on NGR, although the exact calculation varies by operator.

Why should affiliates pay attention to an operator's GGR?

A high and stable GGR may indicate strong player demand and a financially healthy operation. If GGR starts declining, the operator may be more likely to review partnership terms. GGR also helps affiliates assess market size before entering a new GEO.

How does GGR help when choosing a GEO?

Growing regional GGR is one of the indicators of strong demand and a mature gambling market. For example, consistently increasing GGR in Brazil or India may justify testing those markets. However, GEO selection should always be based on a broader analysis that includes competition, traffic costs, and local regulations.

Which is more important for a casino: GGR or NGR?

Both metrics are essential. A high GGR combined with a low NGR may indicate that an operator is spending heavily on bonuses and player acquisition, which can reduce profitability. Consistent NGR growth alongside stable GGR usually reflects a healthier business model. For affiliates, operators with strong NGR are generally more attractive long-term partners.

Does GGR affect CPA payouts?

Not directly. Under a CPA model, affiliates receive a fixed payment for each qualifying action. However, GGR can influence partnership conditions over time. If an operator's GGR declines significantly, they may revise affiliate terms by lowering CPA payouts, tightening KPI requirements, or suspending specific GEOs. That's why it's important to evaluate both the operator and the offer before launching traffic.