An NDC is a unique player who makes their first ever deposit on an operator within the reporting period and is the most common KPI in iGaming UA reporting.
New Depositing Customer (NDC)
**TL;DR:** An NDC is a unique player who makes their first ever deposit on an operator within the reporting period and is the most common KPI in iGaming UA reporting.
What it means
NDC is the player-level version of FTD. While FTD counts the deposit event, NDC counts the unique person depositing for the first time on the brand, ever. Once a player has been an NDC they cannot be an NDC again on the same brand, even if dormant for years.
Most affiliate platforms (Income Access, MyAffiliates, Smartico, Cellxpert) and BI stacks default to NDC for cohort reporting because it cleanly maps to LTV models and avoids double-counting players who deposit multiple times on day 1.
Formula / How it's measured
NDC = count of distinct user_ids whose first lifetime deposit cleared inside the reporting window.
Example: in Q1 2026, a Tier 2 LATAM casino delivers 18,500 FTDs but only 14,200 NDCs — the gap comes from KYC-merged duplicate accounts and counting reporting nuances.
Why it matters for operators
NDC is the contractual unit in most affiliate deals (CPA, hybrid, revenue share triggers). It's also the denominator for cohort LTV: "Q1 NDC cohort delivered $187 avg NGR by month 6." Misreporting NDCs misprices every downstream model: CPA, payback period, channel attribution.
Common benchmarks (2026)
- NDC / FTD ratio: 0.75–0.92 (the gap is dupes, declined-then-cleared retries, returning churners)
- Healthy NDC growth for a scaling Tier 2 LATAM brand: 15–40% MoM in year 1
- Plateau is normal at $100–500K monthly NDCs depending on market
Common mistakes
- Treating NDC and FTD as synonyms in board reporting — they diverge by 10–25%
- Counting reactivated players (>180 day dormant) as NDCs to flatter UA results
- Not aligning NDC definitions with affiliate contracts (causes monthly disputes)
See also