What is MAU
MAU counts unique customers active in a single calendar month. The qualifying activity is typically a real-money wager, though session-based and deposit-based definitions are also used. The same customer is counted once regardless of how many sessions or wagers they had in the month.
MAU is one of the most-cited operator KPIs, reported by listed operators in earnings releases and used as a primary input to commercial planning, technical capacity sizing, and investor benchmarking.
MAU vs DAU and stickiness
MAU and DAU measure the same construct at different windows. The DAU/MAU ratio is a stickiness indicator: a 30% ratio means the average monthly customer is active on 30% of days. iGaming stickiness typically falls in the 20% to 40% range, with significant variation by vertical. Sportsbook-heavy operators tend to have lower stickiness driven by event calendars; casino-heavy operators tend to have higher stickiness driven by habitual play.
Why MAU matters in B2B
MAU is the primary monthly engagement benchmark in iGaming. Investor presentations and earnings releases lead with MAU alongside GGR and NGR. Commercial negotiations between operators and B2B vendors reference MAU as the scale metric. CRM teams use MAU as the population denominator for retention and reactivation analyses. The metric has to be defined precisely and held consistent across reporting periods to be useful.
Frequently asked questions about What Is MAU (Monthly Active Users)?
Registered users is a cumulative count of all accounts. MAU is the subset who met an activity threshold in the current month. The registered-to-MAU ratio is usually low because most legacy accounts are not currently active.
It depends on the operator’s product model and disclosed methodology. Real-money operators usually report real-money MAU only. Hybrid social-casino products often report both free-play and real-money MAU.
Because the same customer can be active in multiple weeks but is counted once in MAU. Adding weekly active counts overstates monthly uniqueness.