LTV (lifetime value) says what one player is worth over time. For an affiliate it is a question of model choice: CPA pays once, while RevShare shares the player’s revenue for as long as they play.
Example. The affiliate’s players bring 40 EUR of NGR a month on average and stay active for about ten months. LTV per player is about 400 EUR of NGR. At 30% RevShare that is about 120 EUR of commission per player, against a CPA offer of, say, 60 EUR.
The calculation is a rough estimate: one big player win or negative carryover changes the result, and the average differs from one traffic source to another.