The rise of free and social games in the mobile era has introduced a new jargon which mixes terms and acronyms from many different fields like advertising, marketing and data analysis. Such terms and acronyms are mostly used to describe how a game is performing and nowadays they should be part of the dictionary of every game developer.
In this post I tried to collect most of these terms and acronyms with their meanings, so If you are a game developer and you believe K-Factor is a tv show and ARPDAU is a new brand of cereals, then this glossary may help you a bit.
I divided all the terms and acronyms in several different groups to highlight the context in which they are mostly used, but they are not strict or exclusive, so keep an open mind while reading.
Advertising and Marketing
|CAC||Customer Acquisition Cost|
|CPA||Cost Per Action/Acquisition||action can be download, login, registration, etc…|
|CPC||Cost Per Click|
|CPI||Cost Per Install|
|CPM||Cost Per Thousand||of advert impressions|
|CTR||Click Through Rate|
|eCPA||Effective Cost Per Action/Acquisition||CPA which includes users acquired with viral growth|
K-Factor: measure of viral growth, calculated as social invites sent * conversion rate.
|CR||Churn Rate||% of users who leave the game in a certain time frame|
|DAU||Daily Active Users|
|DRU||Daily Retained Users|
|MAU||Monthly Active Users|
|MRU||Monthly Retained Users|
|MUU||Monthly Unique Users|
|RR||Retention Rate||% of users that keep playing respect a specific time frame. Also (1 – CR)|
|WAU||Weekly Active Users|
|WRU||Weekly Retained Users|
Cohort: group of users who shared the same event(s) in a particular time frame.
|DS||Daily Sessions||number of game sessions your users run per day|
|SD||Session Duration||time your users spend into 1 game session|
|SPU||Sessions Per User||Daily Sessions / Daily Active Users|
|TPT||Total Play Time||total time all your users invest into your game (per day, week, month, etc…)|
|ARPDAU||Average Revenue Per Daily Active User|
|ARPPDAU||Average Revenue Per Paying Daily Active User|
|ARPPU||Average Revenue Per Paying User|
|ARPU||Average Revenue Per User|
|CLTV||Customer LifeTime Value||see LTV|
|CR||Conversion Rate||% of users which spend money in your game|
|DARPU||Daily Average Revenue Per User|
|IAP||In App Purchase|
|LOP||Life Of Product||see LTV|
|LTV||LifeTime Value||total time your game will be active and generating revenue|
|MPAU||Monthly Paying Active Users|
|ROI||Return On Investment|
Dolphin: player who spends around the average.
Minnow: player who spends below the average or nothing at all.
Whale: player who spends much more than the average.
|ARM||Acquisition Retention Monetization|
|KPI||Key Performance Indicators||most important parameters for your game|
|CCG||Collectible Card Game|
|F2P||Free To Play|
|FPS||First Person Shooter|
|HOG||Hidden Object Games|
|MOBA||Multiplayer Online Battle Arena|
|MMO||Massively Multiplayer Online|
|OSG||Online Strategy Game|
|P2W||Pay To Win|
|RMG||Resource Management Game|
|RPG||Role Playing Game|
|SCG||Social Casino Game|
|TCG||Trading Card Game|
|TMG||Time Management Games|
|TPS||Third Person Shooter|
That’s all for now, but feel free to leave a comment if you know more terms or acronyms and I’ll be happy to add them to the glossary.