First-time depositors (FTDs): definitions and qualifying rules
A first-time depositor, or FTD, is a player who makes their first real-money deposit with an operator. It is the most common unit in iGaming acquisition reporting and the trigger for most CPA payments. The term sounds precise, but programmes define it differently, and those differences decide what you are actually paying for. Primestake, which sends FTDs from comparison sites for Swedish casino players, sees these differences from the affiliate side.
What an FTD is and is not
An FTD is counted when a new player account, attributed to a traffic source, completes a first successful deposit. A registration without a deposit is not an FTD. A deposit that fails, is reversed or comes from an account later closed as a duplicate should not count either, but whether it does depends on how your platform and contracts handle it.
Common points of disagreement:
| Question | Why it matters |
|---|---|
| Is the deposit counted when initiated or when settled? | Failed and pending payments inflate counts |
| Is there a minimum deposit amount? | Very small deposits can be used to trigger payouts |
| Are deposits made with bonus funds or vouchers counted? | They do not show real spending intent |
| What attribution window applies between click and deposit? | Longer windows credit more players to the affiliate |
| How are duplicate and closed accounts treated? | Fraud and multi-accounting show up here |
FTD versus qualified player
Most CPA deals pay on a qualified FTD, sometimes called a qualifying player, rather than on any first deposit. Qualification adds conditions that a genuine player meets easily and that low-quality or incentivised traffic often does not. Typical conditions are:
- A minimum first deposit
- A minimum amount wagered within a set period
- A minimum number of active days or bets
- Passing KYC and age verification
- No chargeback or reversal within a set period
The criteria should match how a normal player in that market behaves. If you set them too low, you pay for players who deposit once to trigger the fee. If you set them too high, good affiliates move their traffic to programmes that pay more reliably. Base the thresholds on your own data for players from established sources, not on another operator’s terms.
Measuring FTD quality
The FTD count tells you how many players arrived. It tells you little about whether they were worth acquiring. For each traffic source, track what happens next.
| Metric | What it shows |
|---|---|
| Registration to FTD rate | How well the traffic matches your offer |
| Average first deposit | Spending intent at entry |
| Second deposit rate | Whether the player returned after the first session |
| Active players at 30, 90 and 180 days | Retention by cohort |
| NGR per FTD by cohort | Value delivered over time |
| Bonus cost per FTD | How much of the value is consumed by promotions |
| Share of FTDs that self-exclude or set limits early | A signal of mismatched or harmful traffic |
Compare sources on the same cohort basis. A source with fewer FTDs and a higher second deposit rate is often worth more than one with a large FTD count and little retention.
FTDs in regulated markets
Regulation affects how FTDs are produced. Where bonuses can only be promoted in narrow ways, the first deposit is driven less by the offer and more by the player’s own need. In Sweden, a licence holder may only give a bonus on a player’s first gambling occasion (Gambling Act, Ch. 14, § 9). In Great Britain, the Gambling Commission capped bonus wagering requirements at ten times from 19 January 2026 (the Gambling Commission’s announcement). In Ontario, AGCO Standard 2.05 prohibits public advertising of inducements and bonuses outside the operator’s site and consented direct marketing.
These rules reduce the share of players who deposit only to collect an offer. They also make the content around the offer, such as payment methods, withdrawal times and verification, more important to whether a visitor deposits at all.
Setting up FTD reporting with an affiliate
- Agree on one definition of FTD and one of qualified player, in writing.
- Agree which system is the record: usually the operator’s affiliate platform.
- Pass sub-IDs so FTDs can be traced to a page or campaign.
- Share cohort data back to the affiliate, at least second deposit rate and retention.
- Review the criteria after enough cohorts have matured.
Affiliates who see their own cohort quality can adjust content and placements. Those who only see an FTD count will optimise for the count.
How Primestake reports
Primestake sends players from Swedish comparison sites built around specific searches. We work on CPA, revenue share or hybrid terms and are glad to agree qualifying criteria that reflect your data. See Primestake’s terms for casino operators.