CLV In Betting: What Is It & How To Calculate It?
Betting introduces a number of new terms and ideas, one of which is “CLV”. This term has two different meanings in the betting world. It is used by both online casinos and sports betting sites but is not often clearly explained.
Understanding how CLV works can add insight to your betting experience. Whether you watch a match, play slots, or try something new, CLV offers a different way to view your activity.
Let’s break down what CLV really means—and find out how you can work it out for yourself.
What Is CLV In Betting?
CLV stands for Customer Lifetime Value. In the betting industry, it refers to the total estimated amount a player might spend with a bookmaker or casino during their time as a customer. This figure looks at spending over weeks, months, or years rather than just one bet or visit.
Operators use CLV to help design their offers and services, considering how often customers play, the types of bets they place, and the games or sports they prefer. You will notice different average CLV values across sports betting, slots, and table games, due to individual preferences and habits.
The figure is usually shown in pounds (£). Since CLV reflects estimated spending over time, it is important to remember that games of chance are based on random outcomes and that outcomes cannot be predicted.
Does Closing Line Value Matter?
In sports betting, CLV can also mean Closing Line Value. This term compares the odds you receive when placing a bet with the odds just before the event starts.
Bookmakers update odds for many reasons, such as team news or injuries. The closing line shows the “final” odds before the event begins. Some bettors aim to place bets at better odds than the closing line, indicating they may have timed their bet well.
Tracking your odds against the closing line can provide useful information. However, each event is uncertain, and past odds or decisions do not influence the actual outcome. Odds can change due to various factors, including weather or new information about teams or players. Understanding odds movement can help you make informed decisions, though outcomes remain uncertain.
How To Calculate CLV
Estimating your Customer Lifetime Value involves looking at your average betting habits over time. This is not about any individual win or loss but about the broader picture.
Begin by calculating how much you usually spend on betting each month. For example, if you place £10 worth of bets each week, your approximate monthly spend would be £40.
Next, consider how long you might continue betting with your chosen bookmaker or casino. If you expect to remain active for 2 years, that equals 24 months.
Multiply your average monthly spend by the number of months:
£40 per month × 24 months = £960 CLV.
This is an estimate only. Factors like promotions, changes in games, or personal habits can affect your actual spend. Operators often use more complex methods to calculate CLV, but this approach provides a basic reference point.
CLV Betting Strategy Explained
Some sports bettors use a CLV strategy to monitor the difference between the odds they take and the closing odds of an event. By doing this, they check whether they regularly place bets at better prices than the final market odds.
This often involves keeping a record or spreadsheet to compare the odds at bet placement with the closing line. The idea is that consistently securing higher odds than the closing price may reflect well-timed decisions.
It is important to note that tracking CLV as part of a strategy can assist with reviewing your betting choices, but it cannot influence the unpredictable nature of sporting events. No strategy can make outcomes predictable. For those interested in strategy, learning about odds movement may offer some benefit while remembering that betting carries risk.
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**The information provided in this blog is intended for educational purposes and should not be construed as betting advice or a guarantee of success. Always gamble responsibly.
*All values (Bet Levels, Maximum Wins etc.) mentioned in relation to these games are subject to change at any time. Game features mentioned may not be available in some jurisdictions.