iGaming Website Platform Operation

In the last two decades, online gambling has become one of the fastest-growing industries in the world. Millions of people gamble every day on various platforms and if you plan on becoming one of them, The backbone of online gambling is web-based platforms, called online casinos. This is where all games are hosted and where you can play against the casino or other players. To access them, you will need three things: a device (a computer, mobile phone, or a tablet), a working internet connection, and money.

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There are currently 196 names in this directory
Image file format used widely on the web.

301 Redirect
A way to let search engines and site visitors know that a webpage moved to a new address. Customers who bookmarked your old webpage will be redirected to the new one.

A/B Testing / Split Testing
A/B split testing is a simple process that lets you compare two versions of a webpage so you can determine the most effective strategy. You show Version A and Version B to groups of would-be customers during the same time frame to learn which approach nets the higher conversion rate.

The process of acquiring new guests. In gaming this refers to gathering new player’s club members.

Player’s club members that have played within a certain time period, usually in the last 12 months. Cardholders that have played within a particular time frame (as determined by the individual casino).

This means exactly what you think it is. Casino operators tend to look at a theoretical measurement when determining a reinvestment strategy because it eliminates the swing of actual good or bad luck on any particular visit. As marketers, we typically look to “actual” win or loss as a secondary option for determining a reinvestment strategy.

ADT (Average Daily Theo)
Often used to determine offers by many operators, this takes the player theoretical (or how much the casino is expected to win) as an average over a period of time. This particular measurement us a snapshot of our expected win on a given day. Using this term with guests can be a bit of a service challenge when explaining things because the guest sees the price he or she paid simply as what he or she won or lost on THIS trip.

Anti-Virus Software
Software program that detects, removes, and protects against malicious software (also called “malware”) including viruses, worms, Trojans or Trojan horses, spyware, adware, and rootkits. Also called “anti-malware software.

API (Application Programming Interface)
The interface that gives developers access to develop tools for a specific platform. An Application Programming Interface (API) is an interface that enables programmers to write integration code between different services.

API Integration
API integration is a great addition to online casino games and the driver of growth. API is a collective set of instructions that defines the method of communication between different components of the iGaming software. There are two types of the casino games integration: seamless API and wallet API. They difference is in the basic principle of working with the balance of the player. If you use wallet API, the whole process takes place on the provider’s side. With the seamless API, the player's balance is on the online casino website and the website acts as the main system.

Software program or group of programs that runs on a PC, smartphone, tablet, internal server, or web server.

AS (Autonomous Systems)
The internet is run by tens of thousands of autonomous systems (AS) that coordinate with each other to share routing information: directions on how to reach IP addresses on the internet. Generally, an Internet Service Provider (ISP) will be responsible for one or more AS’s. Each AS is responsible for delivering IP packets to a set of IP addresses that it manages.

ASN (Autonomous System Number)
An Autonomous System Number (ASN) is a unique identifier of an autonomous system (AS). This number allows the respective autonomous system to exchange routing information with other systems. An Internet Service Provider (ISP) usually has an officially registered ASN (and they can have more than one ASN).

Assisted Conversions
This Google Analytics report summarizes and ranks the importance of marketing channels in a consumer’s conversion journey. It helps you identify the channels responsible for generating leads and visits to your website so you can nurture would-be customers and convert them.

Attribution Model
In Google Analytics, you want to find out which channels—direct, organic search, referral, email, paid search, other advertising, social, and display—account for your sales. The common attribution models including: (1) Last interaction model; (2) Last nondirect click model; (3) Last AdWords click model.; (4) Linear Attribution.; (5) Time Decay Attribution ; (6) Position-Based Attribution.; (7) Algorithmic or Data Driven Attribution.; (8) First interaction model.

Average Time on Site
The typical amount of time your visitor spends on your website within a specified time frame.

Back Office
Transaction management system for the casino.


Big Data
Big data refers to the volume of information a business collects and stores each day from a variety of sources, like business transactions, customer data, email correspondence and social media presence. E-commerce merchants can use this data to gain detailed insights into customer behavior and identify business trends.

Block Page / Access Denied Page
A block page (or “Access Denied Page”) is a web page that is displayed when a user attempts to access a website they are not permitted to view. When a block page is served by an ISP, the user does not view the content of the website they’re trying to access. Instead, they view a web page (the block page) that informs them that they’re not allowed to access the intended website. A block page is the only form of internet censorship that clearly notifies internet users of the censorship. Often, a block page references the law behind the censorship.

A blocklist is a list of internet resources (such as websites and IP addresses) which are blocked from user access. Some governments occasionally publish official blocklists (or they get leaked) which contain lists of websites that are legally prohibited in a country. Internet Service Providers (ISPs) are then ordered to block access to all websites included in such blocklists, commonly involving hundreds (or thousands) of URLs that contain content which is illegal in the respective country (such as gambling, file sharing, adult content, political speech, etc.).

Botnets, a combination of the words “robot” and “network,” generally refer to a malicious string of internet-connected devices that are used to steal data and compromise other computers and systems. These bots are created when a device is hacked by malware, enabling the hacker to take over the device and assist with activities like distributing denial-of-service (DDoS) attacks and emailing spam to thousands of users.

Bounce Rate
The percentage of visits to a website where visitors leave after viewing a single page.

BPEL (Business Process Execution Language)
A language for specifying business behaviors using Web services, it is a standard produced as part of the OASIS XML standards. BPEL is itself two specifications, an abstract version for describing business processes from a modeling standpoint, and an executable version that can actually perform business processes in conjunction with a BPEL processor.

Branded Games
Means casino games that use content licensed from a third party and on which a royalty or license fee is paid by GamingSoft.

Carded Play
Gaming revenue that is tracked by the presentation or use of a player’s club card.

Cashless Betting System / Cashless Wagering System
A betting platform in which a player maintains an electronic account that employs multi-source authentication. The collective hardware, software and other equipment used to facilitate wagering without chips, tokens.

Cashless Gaming / Cashless Betting
There are several components to cashless gaming, such as the backend technology used to securely transfer funds from a bank account or credit card into the wallet, and then back to an account or another form to use outside that casino.

Casino Games
Overarching term for the category of games played for money, including slots and table games.

Casino Games Catalogue
List, or catalogue, of GamingSoft’s games that are available in a certain jurisdiction or regulated market.

Casino Win / Actual Win
The monetary amount the casino actually wins from a player. There can be a large discrepancy from theoretical win (Twin) if someone hits a jackpot or if there is a savvy table games player.

CBS (Community Benefit Statements)
It provides the framework for reporting expenditure on community benefits by club and racing club venue operators that receive gaming revenue in a financial year.

Certification Authority
Certification Authority is the organization that is trusted to issue public key certificates.

Client-server denotes a relationship between cooperating programs in an application, composed of clients initiating requests for services and servers providing that function or service.

Cloud Gaming / Gaming on Demand / Gaming-as-a-service
This is a type of online gaming that runs video games on remote servers and streams them directly to a user's device, or more colloquially, playing a game remotely from a cloud. This is a method of playing video games using remote servers in data centers. There’s no need to download and install games on a PC or console. Instead, streaming services require a reliable internet connection to send gaming information to an app or browser installed on the recipient device.

CLV (Customer Lifetime Value)
Customer lifetime value is the predicted revenue that a customer can generate for your business during all their interactions with your online store.

CMS (Casino Management System)
It is the system that holds everything of value to us – customer play details. While most of the people working in the internet world think of this as a content management system, for us, it’s GamingSoft's casino management system — the system that holds everything of value to us – guest play details.

Code of Conduct
The definition of a code of conduct is a collection of rules and regulations that include what is and is not acceptable or expected behavior peformed by operator in gaming industry.

A player that is coded to a Host in the Player Tracking System or a spreadsheet.

The total amount of money played into a slot machine or video poker terminal. This could be from the guest’s wallet or from the credits he or she earned on the device while playing it. As an example, if a guest plays $100 of his or her own money in a machine that rewards credits consistently, the “coin-in” could reasonably be upwards of $1,000 even though the investment was only $100. The coin-in measurement has become a popular way for players clubs to simplify the earnings of points. Total bets cycled through a machine that includes both cash-in and credits played. Also referred to as ‘bet,’ ‘handle’ or ‘wager.’ Total coin-in reflects both carded and non-carded coin-in. Carded coin-in reflects only coin-in generated using a players club card.

Commercial Go-live
The date when GamingSoft’s games and gaming system are launched commercially at a customer, i.e. the games become available to players for real money play on a gaming operator’s site.

A term that indicates a person has a number of problems that occur together, and may be related. For example, problem gamblers often experience other issues such as depression, anxiety, drug dependence or relationship problems.

Computer Programming
Computer programming is the process of designing and building an executable computer program to accomplish a specific computing result or to perform a specific task.

When you transform an online store visitor into a paying customer.

Conversion Rate
Conversion rate looks at the percentage of online store visitors who become paying customers. More on improving your conversion rates here. Here’s how to calculate conversion rates: [Paying Customers] / [Unique Visitors to Your Site] = Conversion Rate

Cookies are small text files a website sends to a visitor’s browser to store data related to that visitor’s interactions with the website. These text files are sent back to the server each time the visitor accesses the website. Cookies are mainly used for ad and content targeting, and for saving shopping cart information.

Courtsiding is a practice of relaying information from a sporting events to bettors, or of placing bets directly from a sporting event such as tennis.

CR / CSR (Corporate Responsibility / Corporate Social Responsibility)
This is about the impact an organisation makes on society, the environment and the economy. It is a management concept whereby operators integrate social and environmental concerns in their business operations.

Information used to identify and authenticate a user for access to a system. For example, credentials are often the username and password. Credentials may include a fingerprint, retina scan, or a one-time number generated by a portable “token-generator.” Security is stronger when access requires multiple credentials.

The withdrawal of gaming chips from the gaming table inventory and transferred to the Cage. This is also referred to as ―yield‖. A credit is done so that excess gaming chips at the gaming table are transferred to the Cage to obtain the desired level of inventory.

The selected parameters that need to be met to receive an offer or enter a tier or segment.

CRM (Customer Relationship Management)
This is a process in which a business or other organization administers its interactions with customers, typically using data analysis to study large amounts of information. It helps operators monitor their most important asset: their customers. It allows operators to track the relative value of repeat customers, and then target specific promotions and rewards based on player potential and preferences.

CRO (Conversion Rate Optimization)
CRO is a marketing effort to drive conversions by improving an ecommerce website’s layout, content and design, landing pages, and sponsored search ads.

CTA (Call to Action)
Call to action (or CTA) is an advertising and marketing tactic that involves providing instruction to the target audience to persuade them to take an action, such as “visit now,” “learn more now,” “subscribe now,” and “get access now.”

CTOR (Click-to-open Rate)
This measure reflects the effectiveness of the message and content in your email in getting recipients to click through and find out more about your business or offer.

Customer Support
Function at GamingSoft that assists licensees with incidents and problems.

Any offensive action to break into a computer or system. Cyber-attacks can range from installing spyware on a PC, breaking into a payment system to steal card data, or attempting to break critical infrastructure such as an electric power grid.

Data Breach
A data breach is an incident in which sensitive data may have potentially been viewed, stolen, or used by an unauthorized party. Data breaches may involve card data, personal health information (PHI), personally identifiable information (PII), trade secrets, or intellectual property, etc.

Data Center / Hosting Center
Physical entity of.server hall or similar where GamingSoft physically handles the customer’s transactions.

All player data collected through the player's club, including gaming data, demographics, preferences, etc.

Default Password
A simple password that comes with new software or hardware. Default passwords (like “admin” or “password”or “123456”) are easily guessed and usually are available via online search. They are intended as a placeholderand offer no real security—and must be changed to a stronger password after installing new software or hardware.

Characteristics such as annual income, age, sex, distance to the casino, etc., which can be used to project or influence behavior.

A player’s club member whose current play is lower based on Twin per month or quarter than it has been in the past. This can be attributed to a loss in frequency or spend.

DPS (Dividends per Share)
The sum of declared dividends issued by a company for every ordinary share outstanding.

EBITDA (Earnings before Interest, Taxes, Depreciation & Amortization)
This is a metric used to evaluate an operator's operating performance. It can be seen as a proxy for cash flow.

EBMS (Executive Bonus / Executive Compensation / Executive Pay Matching Scheme)
Refers to remuneration packages specifically designed for business leaders, senior management and executive-level employees of a company.

EDI (Electronic Data Interchange)
The process of sending a message across a network in order to perform financial transactions.

Encryption / Cryptography
Cryptography is the method of securing data by making it unintelligible to a human or computer. Cryptography is only useful when the intended recipient can reassemble the data into a readable form using a method known only to the sender and receiver. Process of using cryptography to mathematically convert information into a form unusable except to holders of a specific digital key. Use of encryption protects information by devaluing it to criminals.

EPS (Earnings per Share)
The earnings per share value is calculated as the net income (also known as profits or earnings) divided by the available shares.

EV SSL certificates are advanced certificates that include strict security procedures for validation and verification. Customers can see the green title bar if the website is secured with an approved EV SSL certificate.

Multiple independent web services that cooperate as a single system.

Hardware and/or software that protects network resources from unauthorized access. A firewall permits or denies communication between computers or networks with different security levels based upon a set of rules and other criteria.

A multimedia and software platform used for creating vector graphics, animation, browser games and so-called Rich Internet Applications (RIA).

How frequently (often) a player visits and has activity. Trips in a distinct time period can also define this.

FTE (Full Time Equivalent)
Calculation based on operator's scheduled hours divided by the operator's hours for a full-time workweek.

GA (General Availability Date)
Date when GamingSoft releases a new game, product, function or service to all its customers simultaneously.

Game Engine
A game engine is a software framework primarily designed for the development of iGaming products, and generally includes relevant libraries and support programs.

Game Type
Term used to describe the genre of a casino game, such as Live Casino, video slot, table games etc.

Gaming API / Game API
A gaming API allows your programs and software applications to interact with one another and share rules, settings, specifications, and data among others. These APIs interact with libraries, operating systems, applications and more, usually used to share and embedded gaming content. This is an API that returns the game URL and the list of available games and implemented by GamingSoft.

Gaming Client
A gaming client is a network client that connects an individual user to the main game server, used mainly in multiplayer video games.

Gaming Provider (s)
Gaming providers are what makes online casinos possible. The casinos themselves don't produce any games. The games are leased, and therefore they're the same at every casino. There are, however, big differences between the gaming providers. Gaming providers are what makes online casinos possible. The casinos themselves don’t produce any games. The games are leased, and therefore they’re the same at every casino. There are, however, big differences between the gaming providers. The gaming providers create different games with different features and in different styles. While they may look similar on the surface, there are vast differences “under the hood”.

Gaming Software
The operational program or programs that govern the play, display of results, and /or awarding of prizes for games

Gaming System
The GamingSoft CasinoModule™ is a gaming system. The gaming system is integrated with the licensee’s system/platform.

Gaming Vendor (s) / Online Casino Supplier
Gaming Vendor means a person who offers goods or services to a casino operator or applicant for a casino licence that directly relate to the operation of casino gaming, including the manufacture, sale, repair, testing and distribution of slot machines and table game equipment and systems. Subcontractor to the gaming operator/online casino. GamingSoft is an online casino supplier.

GGR (Gross Gaming Revenue / Game Yield / Gross Game Win)
Calculated as player bets minus player wins, minus player compensations. The GGR is a key metric used within the gambling industry to refer to the difference between the amount of money received by a given agent, and the amount of money payed out by the agent. Sales revenue can be thought of as a comparable metric from outside the gambling industry.

The purpose toward which an endeavor is directed. The state of affairs that a plan is intended to achieve and that (when achieved) terminates behavior intended to achieve it; “the ends justify the means.” Most gaming program goals involve Acquisition, Retention/Loyalty, Stretch, Recapture.

A person or organization that attempts to circumvent security measures of computer systems to gain control and access. Usually this is done in an effort to steal privacy data.

Refers to the amount the casino keeps as net gaming revenue. It is calculated by “Total in minus the amount paid out = hold.” We usually see this reported as a percentage. The amount the game or group of games made for the organization. This is based on game type, skill level, odds and system settings.

Hosting Fee
Fixed monthly hosting fee invoiced to licensees covering customer support, IT service management, incident handling, problem handling, hosting charges and

Hosting Provider
Offers various services to merchants and other service providers, where their customers’ data is “hosted” or resident on the provider’s servers. Typical services include shared space for multiple merchants on a server, providing a dedicated server for one merchant, or web apps.

HTML (Hyper Text Markup Language)
Standard markup language used to create web pages. Web pages are generally written in HTML and transferred over the Internet with HTTP.

This is the fifth revision of the HTML standard. Since 2015, all GamingSoft games are developed in HTML 5.

Guests who have not played with their player’s club card in a period as determined by the casino. Player’s club members on our member file who have not played within a specified time period.

Incidence Rate
In epidemiology, an incidence rate is the number of new cases in a defined population in a given time period. The incidence rate should not be confused with the prevalence rate, which is a measure of the total number of cases (for example, of problem gambling) in a given population at a designated time and includes new and existing cases.

Incliner and Decliner
We refer to a player as an Incliner if contribution is increasing because of increased trips, increased ADT, or both.

Incremental Win
The difference between win that normally would have occurred based on a guest’s RFM score (see RFM definition below) and win when provided with a stimulus (i.e.: a coupon).

Integration is the term for the activities and tasks that take place to connect the licensee’s account platform with the GamingSoft CasinoModule™ so that games can be launched.

Internet Protocol (IP) Address
Each device connected to the internet has an Internet Protocol (IP) address, which is a numerical label that serves to both identify the device and provide its location. There are two types of IP addresses: (1) Static The user configures this by editing a device’s network settings; (2) Dynamic The device is assigned a new IP address each time it starts.

Computer hardware; electronic terminal without software; equipment for counterfeiting plastic cards (personalizer, printer, embosser, laminator, etc.).

A limited geographical area or specific area of responsibility with authority for the administration of justice. Used to describe the regulated markets where GamingSoft has

A key, a set of numbers used in a cryptographic algorithm.

Key Length
The length of the key (Key), measured in bits.

Key Metrics
Identified areas of measurement that are considered high priority in analyzing operational performance.

Keyword Stuffing
Keyword stuffing is an SEO technique that overloads a webpage with as many keywords as possible, often without context, to manipulate a site’s search engine ranking. This is typically much less effective in generating revenue than to focus on writing for your audience.

Landing Page
A landing page is a single webpage on a site where a visitor arrives after clicking a link, often from an email. Such pages can exist to prompt a visitor to complete a call to action, such as signing up as an email subscriber or becoming a member of a special customer group.

Creating offers and promotions in such a way as to allow players to redeem multiple things in one trip/day.


Live Chat
Customer support via instant messaging integrated on the casino website or within the casino client.

Local Jackpot
A local jackpot for one operator in one jurisdiction.

Log / Audit Log / Trail
A file that is created automatically when certain predefined (often security-related) events occur within a computer system or network. Log data includes date/time stamp, description of the event, and information unique to that event. These files are useful for troubleshooting technical issues or a data breach investigation.

Malware / Malicious Software
Malicious software designed to infiltrate a computer system with the intent of stealing data, or damaging applications or the operating system. Such software typically enters a network during many business-approved activities such as via email or browsing websites. Malware examples include viruses, worms, Trojans (or Trojan horses), spyware, adware, and rootkits.

marketing services including planning
web banner creation and poster design and training."

Member File
The entire database of player’s club members; all enrolled members including active and non-active.

Mobile Device
Devices such as smart phones and tablets that are small, portable, and can connect to computer networks wirelessly.

Identifying particular demographics that model a particular behavior such as gaming characteristics. Used primarily in determining acquisition efforts.

Generally referred to as the structure and process of moving from one page or section of a website to other.

Net Gaming Revenue / Net Game Win
Calculated as player bets minus wins, minus bonus costs, minus regulated market tax.

Two or more computers connected via physical or wireless means.

New Members
New patrons joining the player's club database.

Offer Redemption Percentage
The quantity of players that redeem a specific offer expressed against the total number of offers distributed. (total offers redeemed / total offers issued = offer redemption percentage)

Open Rate
The number of email subscribers who open the email you sent them.

Operating System
Software on a computer system that provides overall management and coordination of computer activities. Examples include Microsoft Windows, Apple OSX, iOS, Android, Linux, and UNIX.

Operator / Customer / Client / Online Casino Operator
Term for GamingSoft’s customers – gaming companies – which in turn offer casino games to consumers. They often also provide other types of games, such as betting and poker. They are usually referred to as an online casino, one of them being our customer ComeOn.

The use of third-party vendors to support business needs to reduce overhead costs.

A word, phrase, or string of characters used to authenticate a user. When combined with the username, the password is intended to prove the identity of the user for access to computer resource.

Update to existing software that adds functionality or corrects a defect (or “bug”).

Path Length
Google Analytics measures path length to summarize how long, in interactions, it takes visitors to your ecommerce site to become customers.

PD (Player Development)
This definition varies widely; it is used to describe the internal department and functionality of casino hosts. In actuality, it is everything involved in increasing loyalty and therefore the RFM of each player. This includes one-to-one service, personalized benefits, direct mail offers and copy, etc. Similar to a sales team effort, it encompasses all activities by the casino host department to increase loyalty and revenue from high worth guests.

Personal Data
Information held on file about a customer that makes it possible to identify this customer as a specific individual/organization. Personal data may include names, contact information (address, email, phone number), SSN, tax ID, etc. It is recommended to avoid unnecessary copying, replication, and distribution when handling personal data (e.g. logging, backups creation in other environments). It’s acceptable to store personal data in an unencrypted format. However, it should be transmitted encrypted.

Player Type
Usually used as a stratification tool based on distance of residence or by arrival type. Examples include local, junket (bus), group (convention), destination, etc.

Players / Bettors
The gaming operator’s customers. End-consumers of GamingSoft’s games.

Postforma / Proforma
A document that measures the profitability of a specific program. This includes all program-specific expenses and revenue. Preforma is a similar document that is used for forecasting a program's profitability.

Pre-commitment is used to refer to mechanisms by which players of pokies can set limits on their spending or time spent gambling. One method involves a card that is inserted into a machine, which will stop the machine from continuing to play when the pre-set limit is reached.

A document that projects the profitability of a specific program. This includes all program-specific expenses and forecasted revenue. Postforma is a similar document that is used for measuring acutal profitability of a program.

Prevalence Rate
In epidemiology, the prevalence rate is a measure of the total number of cases (for example, of problem gambling) in a given population at a designated time and includes new and existing cases. The prevalence rate should not be confused with the incidence rate, which refers to the number of new cases in a defined population in a given time period.

Prevalence Study
Gambling prevalence studies take a cross-sectional snapshot of gambling behaviours in a given population. Data is collected through surveys, which include questions on attitudes to gambling, demographic characteristics of gamblers and gambling behaviour.

Private Key
A private key that only its owner should have access to. The public key corresponds to the private key.

Privilege Abuse
Using computer system access privileges in an abusive manner. Examples include a system administrator accessing card data for malicious purposes, or someone stealing and using an administrator’s elevated access privileges for malicious purposes.

Professional Services
GamingSoft can provide additional services to its customers such as extra integration services/migrations/consolidations, game client brandings, business intelligence,

Profit Margin
The percentage of expense compared to revenue. Net Revenue / Gross Revenue = X%

Public Key
A public key, an unclassified part of a pair of two keys in asymmetric cryptography.

Public Key Certificate
Public key information, usually including the key itself, digitally signed by an individual or organization. A certificate protects the integrity of a key if the person or organization that signed it is well known and their public keys are widely available.

Public Key Cryptography
This is an encryption scheme that does not require a confidential channel to establish confidential communication. To send a confidential message, you only need the recipient's public key, which will decrypt the received message with his secret key.

Public Key Encryption
This is an encryption method designed to overcome the main disadvantage of symmetric cryptography - the need to have a reliable channel to transmit the key to the addressee.

PurePlay Business
Business completely designed for online, had no physical presence.

QSA (Qualified Security Assessor)
A company approved by the PCI Security Standards Council to validate an entity’s adherence to PCI DSS requirements.

Ransomware is malware that limits users from fully using their infected system until a ransom is paid. While traditional ransomware simply locks a screen or the user’s files, new crypto-ransomware encrypts files on the compromised system and provides a decryption key only after the victim pays the ransom. Users may inadvertently download ransomware when visiting compromised websites or by opening infected emails. The fraudster may request payment in cryptocurrency — although they sometimes ask for gift cards — but receiving payment is no guarantee the victim will receive the decryption key or have their files released.

Converting inactive guests to active. The process of attracting guests who have not played for an extended period of time, but at one point were active.

A method of measurement that identifies how recently a wager or purchase has been made.

Reciprocal Links
Mutually agreed upon links between two sites.

Remote Access
Access to a computer network from a location outside of that network. Remote access connections can originate either from inside the company’s own network or from a remote location. An example of technology for remote access is a virtual private network (VPN). Remote access can be either internal (e.g. IT support) or external (e.g., service providers, third-party agents, integrators/resellers).

Response Rate
The quantity of players who responded to an offer expressed against the total group of players issued offer(s). (total player responders / total number of players who received offer(s) = response rate)

Responsible Gambling
The foundation understands 'responsible gambling' for individuals to mean: they may gamble for pleasure and entertainment but are aware of the likelihood of losing and understand the associated risks, they exercise control over their gambling activity and responsible gambling occurs in balance with other activities in their lives and is not causing problems or harm for themselves or others. Meanwhile, responsible gambling for the broader community, including gambling providers, governments, and sporting associations, requires: shared responsibility for generating awareness of the risks associated with gambling, creating and promoting environments that prevent or minimise problem gambling and being responsive to community concerns about gambling.

The process of retaining current guests on the member file. The period of time used depends on the overall RFM of the member file. This sometimes means re-activating members from the member file that have become inactive. Reactivating members is 1/3 of the cost of Acquisition.

Licensee fees that are calculated as part of the customer’s revenues from GamingSoft’s games.

RFM (Recency Frequency Monetary Modeling)
A common method of assessing value of customers through recency, frequency and spend. Spend refers not only to the wager amount but also the items/services purchased. Often used to determine incentives, this formula takes into account a guest’s recency of visit, how frequently they visit, and their spend.

Hardware or software that connects two or more internal or external computer networks to “route” or guide data through a network, and to ensure the data flows properly between those networks. The router can also create more security by permitting only approved traffic and denying unapproved traffic.

GamingSoft’s customers pay royalties to GamingSoft on a monthly basis. These are calculated as a percentage of the casino result in GamingSoft’s games after deduction of regulated market tax.

SAQ (Self-Assessment Questionnaire)
A questionnaire covering a set of PCI DSS requirements that is completed by the organization itself to confirm it is meeting those requirements.

SBG (Server-based Gaming)
This is a solution employed by video lotteries and casinos to operate Video Lottery Terminals (VLTs) and Electronic Gaming Machines (EGMs),

Scripting Language
A scripting language or script language is a programming language for a runtime system that automates the execution of tasks that would otherwise be performed individually by a human operator. Scripting languages are usually interpreted.

Secure Server
This is a secure server that allows you to establish a secure connection with the browser using the SSL protocol.

Defined groups within the database based on recent play and used to determine the offers the patron will qualify for.

SEO (Search Engine Optimization)
SEO is a strategy, process, and tactic to improve an online store’s website content to make it easier for search engine bots to index the site and to drive up its search ranking.

Service Provider (s)
A business entity that provides various services to merchants. Typically, these entities store, process, or transmit card data on behalf of another entity (such as a merchant) OR are managed service providers that provide managed firewalls, intrusion detection, hosting, and other IT-related services.

Session Key
A key for symmetric encryption that is used for a limited time, more often for one secure connection, for example, using the SSL protocol.

The portion of the spending that occurs at our facility vs. other entertainment organizations.

Single Sign-on
Sign in information for a particular site is stored locally or over the web so that a returning user does not need to re-enter login information.

Social Engineering
As one of the biggest security threats facing businesses today, social engineering tricks individuals into violating traditional security practices and divulging information or performing an action that compromises security. Fraudsters pose as authority figures to gain approved access to confidential data through nontechnical methods like phishing, pharming and pretexting.

Socks-proxy / Sock
An intermediary server between your computer and the final server site, used to hide your IP address.

Spam / Email Spam
Unsolicited commercial email. Sending letters by e-mail in unlimited quantities.

SSL (Secure Socket Layer)
This is a secure communication protocol over the Internet. The SSL protocol is based on a two-key cryptography method, which uses public key certificates of users (client and server) to authenticate the interacting parties and generate a common encryption key, digitally signed by special certification authorities. Using a unique "session key", SSL encrypts all information exchanged between the website and its users. This guarantees, at a minimum, that the data transmitted to the server will not be viewed or intercepted by third parties.

To divide guests into a series of graded statuses or classes; i.e. dividing the database into tiered segments based on player type, etc.

Strong Authentication
Used to verify the identity of a user or device to ensure the security of the system it protects. The term strong authentication often means with multifactor authentication (MFA)

Symmetric Cryptography
Symmetric or private key cryptography. A cryptographic algorithm that uses the same key for encoding and decoding.

System Integration Fee
Upfront fees received from licensees to cover the costs of hardware investment and integration/testing before the launch of GamingSoft’s games.

Tactical Execution / Tactical
An expedient for achieving a goal; a maneuver of less long-term significance than strategic operations or strategy.

Theo / Price
In some ways, this can be considered the "price" a guest pays to play. Unlike retail outlets where the price is clearly disclosed, casino pricing is based on a theoretical win or what the casino can expect to win over a period of time. This can be a bit of a guest services challenge when explaining things because the guest sees the price he or she paid simply as what he or she won or lost on THIS trip.

Theoretical Hold / Theoretical Hold Percentage
The intended hold percentage or win of an individual, coin operated gaming device as computed by reference to its payout schedule and reel strip settings. The actual hold percentage refers to the percentage of money that the house keeps for every dollar wagered. The theoretical hold is how much money the house would keep in a given market over an infinite amount of bets.

Theoretical Win / Theo Win / Twin
A theoretical win is the expected win by the casino throughout a significant length of play. The longer the gambling session, the closer the actual win will be to the theoretical win.The amount that the casino should win in theory, based on hold percentage and the random number generator or game type/odds. (coin-in x hold = theoretical win)

Third Party Licensing Arrangement
An arrangement in which a gaming entity pays a fee to the owner or seller for the right to use intellectual property or a copyrighted game,such as a game used in a slot machine that the casino owns.

Defined group in the players club program. Most often used to describe the defined groups within the player's club structure based on play and used to determine player's club benefits.

Time Lag
Google Analytics measures time lag to summarize how long, in days, it takes your website visitors to become customers.

Time on Device
This phrase refers to the amount of time a guest can play on any slot machine relative to their “investment.” The time is a result of the hold and the paytable associated with the device, providing credits to extend play time.

Trip(s) / Days
The frequency measure used in gaming. A defined period of time that starts when the player’s club card has been inserted and there has been play. The length of a trip and associated parameters vary widely.

Turnkey / Turnkey Online Casino
Turnkey refers to software sold as complete and ready to operate. A turnkey online casino is a gaming project sold in a ready to use condition, with the possibility to fully customize your online business.

Upselling is a technique to offer customers an opportunity to upgrade a purchase or to buy a more expensive version of a product to maximize the value of the purchase for the seller.

Upside Down
A player that is ‘upside down’ is consuming more expenses than is warranted by their Theo.

Malware that replicates copies of itself into other software or data files on an “infected” computer. Upon replication, the virus may execute a malicious payload, such as deleting all data on the computer. A virus may lie dormant and execute its payload later, or it may never trigger a malicious action. A virus that replicates itself by resending itself as an e-mail attachment or as part of a network message is called a “worm.”

VPN (Virtual Private Network)
Software that creates a secure, private channel for exchanging data and conducting phone calls over the Internet.

VSW (Venue Support Worker)
This role supports venues in responsible gambling practices, in accordance with approved Responsible Gambling Codes of Conduct. Trained through the Venue Support Program, the worker is required to identify and respond to signs of distress of patrons that may be related to high risk gambling.

Flaw or weakness which, if abused, may result in an intentional or unintentional compromise of a system.

Vulnerability Scan
A software tool that detects and classifies potential weak points (vulnerabilities) on a computer or network. A quarterly external vulnerability scan per PCI DSS Requirement 11.2.2 must be performed by an Approved Scanning Vendor. Other vulnerability scans (such as internal scans and those performed after network changes) can be conducted by qualified staff in an organization’s IT department or by a security service provider (such as an Approved Scanning Vendor).

Web Analytics
A set of strategic methodologies to collect, measure, analyze, and report website data to understand the behavior of visitors and customers so you can optimize the site experience and improve conversion.

White Label
A white-label product is a product or service produced by one company that other companies rebrand to make it appear as if they had made it. The name derives from the image of a white label on the packaging that can be filled in with the marketer's

White Label Online Casino (s)
This is a perfect alternative for those who want to roll out a new casino within a short timeframe and at comparably affordable costs. The “white label” concept is that a client gets a generic betting platform with a fixed package of slots, bonuses and payment methods. The client may then remove some games from the package or add new ones, depending on his preference or interests of the targeted countries or users. This inherent flexibility of the white label gaming solution makes it one of the best choices in terms of cost efficiency and lead time.