Introduction: Mobile Games Marketing Glossary

The mobile gaming industry evolves fast — new advertising formats, new player behaviors, new store algorithms, and new growth models emerge every year. To help studios navigate this landscape, we’ve created the Hubapps Mobile Games Marketing Glossary: a complete A–Z reference for the terms, strategies, metrics, and mechanics that matter most when scaling mobile games.

This glossary covers everything from user acquisition (UA) and ASO fundamentals to deeper topics like live ops, merge economy design, competitive loops, creative strategy, analytics frameworks, and modern monetization systems. Whether you’re a mobile game studio, UA manager, performance marketer, or product team, this resource will help you understand the language behind profitable growth.

Hubapps specializes in embedded UA, creative strategy, ASO, analytics, and retention for mobile games — and this glossary reflects the terminology our team uses every day while optimizing campaigns, building content pipelines, and driving long-term LTV for our partners.

Use this glossary as your go-to guide for understanding the systems behind mobile game growth.

Mobile Gaming & UA Terms (A–Z)

A

A/B Testing
Comparing two versions of a creative, campaign, or store element to determine which performs better.

Ad Campaign
A structured group of ads, targeting, and bidding settings aimed at acquiring users or retargeting existing ones.

Ad Fatigue
When users become less responsive after seeing the same creative repeatedly, reducing performance.

Ad Network
Platforms like Meta, Google, Unity, and AppLovin that distribute ads to acquire users.

AI (Artificial Intelligence)
Used for creative generation, predictive UA modeling, ASO optimization, and automation.

Analytics / UA Analytics
Tools and methods used to measure performance, optimize KPI frameworks, and scale profitable UA.

App Analytics Tools
Platforms such as GA4, Firebase, AppsFlyer, and Adjust that track user behavior and campaign performance.

App Monetization
How a game generates revenue: ads, IAPs, subscriptions, or hybrid models.

App Personalization
Customizing experiences based on user behavior (offers, messages, difficulty levels).

App Store Optimization (ASO)
Improving visibility and conversion in app stores through keyword strategy, creatives, and metadata.

ARPU (Average Revenue Per User)
Revenue divided by total active users.

ARPPU (Average Revenue Per Paying User)
Revenue divided by users who make purchases.

ARPDAU (Average Revenue Per Daily Active User)
Daily revenue divided by DAU.

ASMR Creatives
A UA creative style using satisfying audio or visuals to increase engagement and reduce CPI.

Attribution
Assigning installs or actions to specific channels or campaigns via MMPs or SKAN.

B

Banner Ad
Small static or animated in-app ad unit.

Bounce Rate
% of users who leave a page or store listing without acting.

Bot Traffic
Fake or automated installs/users that distort UA data.

Burst Campaign
Short, aggressive spend campaign to spike app store rankings.

C

Candy Crush Saga is a match-3 puzzle game built around simple tile-swapping mechanics, infinite level progression, and satisfying “burst” visuals. It is one of the most widely played mobile games of all time thanks to its daily reward systems, low cognitive load, and strong habit-forming loops. Candy Crush is especially notable for pioneering event-based live ops and becoming a benchmark for high-frequency play in casual gaming.

CAC (Customer Acquisition Cost)
The cost of acquiring a paying user.

Churn Rate
Percentage of users who stop engaging with the game over time.

Click to Call
CTA allowing users to call directly from an ad (rare in gaming).

Cohort Analysis
Grouping users based on install date or behavior to track retention and LTV.

Conversion / Conversion Rate (CR)
When a user completes the target action (install, sign-up, purchase) / % who convert.

Competitive Loop

A gameplay cycle centered around skill expression, ranking, and multiplayer competition. Competitive loops drive high engagement, long session lengths, and strong community formation.

CPA (Cost Per Action)
Cost paid for a defined action beyond install.

CPC (Cost Per Click)
Amount paid when a user clicks an ad.

CPCV (Cost Per Completed View)
Cost for each completed video view.

CPE (Cost Per Engagement)
Cost tied to interactions such as likes, views, or in-app events.

CPI (Cost Per Install)
The cost to acquire one install.

CPM (Cost Per Mille)
Cost per 1,000 impressions.

CRO (Conversion Rate Optimization)
Improving creatives, pages, or funnels to increase conversion.

Cross-Device
User behavior tracking across different devices.

Cross-Platform Ecosystem

A game environment where players can use the same account and progress across devices such as mobile, PC, and console. Cross-platform ecosystems increase retention and lifetime value by allowing players to continue their experience anywhere.

CTA (Call to Action)
Prompt encouraging user action (Play Now, Install, Learn More).

CTR (Click-Through Rate)
% of users who click an ad after seeing it.

Customer Journey
Complete path from ad impression to long-term retention and monetization.

Creative Burnout Curve
The lifespan of a creative before its performance collapses.

D

DAU (Daily Active Users)
Unique users active in one day.

Deep Link
A link directing players to a specific screen inside the app.

Difficulty Ramp
How game difficulty increases over time; key to retention and monetization tuning.

Download Funnel
Steps from impression → click → store view → install.

D0, D1, D7, D30
Retention markers for player engagement.

Dopamine Loop
Reward-based sequence designed to keep players returning.

E

eCPM (Effective Cost Per Mille)
Revenue per 1,000 impressions after mediation.

Econ Sink / Currency Sink
Game feature designed to remove resources from the economy to maintain balance.

Economy Design

The system that defines how players earn, spend, and acquire resources in a game. Good economy design supports retention, creates meaningful progression, and balances free-to-play monetization.

Emotional Ads
Creatives built around story or empathy rather than gameplay.

Engagement Rate
How much players interact with game content or features.

Energy System
Mechanic limiting gameplay unless users wait or purchase energy.

F

Fake Ads
Ads showing exaggerated or misleading gameplay to spark curiosity and lower CPI.

Fail Ads
Ads intentionally showing a character making wrong decisions to provoke viewer frustration.

Fingerprinting
Probabilistic attribution for devices without IDFA.

Fill Rate
% of ad impressions filled by networks.

Fortnite

Fortnite is a global cross-platform battle royale game where 100 players compete to be the last one standing. The mobile version mirrors the full PC/console experience, combining fast-paced combat, building mechanics, and highly social squad gameplay. Fortnite is known for its massive live events, seasonal content resets, and cosmetic-driven monetization, making it one of the most successful games in retaining player engagement over long periods.

Friction Point
Any moment where the player experience slows or becomes confusing.

Frustration Loop
Ads or gameplay elements tuned to deliberately frustrate players, encouraging installs.

Funnel
A structured sequence of steps users take from impression to long-term engagement.

G

Gacha
Random reward mechanic similar to loot boxes.

Gameplay Sandwich
Creative structure combining fake gameplay + real gameplay + reward fantasy.

Geo-Conquesting
Targeting users near competitor locations.

Geo-Fencing
Using virtual boundaries to trigger ads.

Geo-Location
Using player location for personalization.

Geo-Targeting
Serving ads to users in specific regions — vital for soft launches.

Guildhub
Hubapps' retention platform that builds player communities, quests, rewards, and engagement loops.

H

Hubapps
Yes, that's us. Hubapps is a performance-first mobile games growth partner specializing in embedded UA, ASO, analytics, creative strategy, and retention.

High-Frequency Play

A play pattern where users log in multiple times per day for short sessions. Many top casual games are built around 5+ daily sessions to strengthen habit loops.

Hypercasual Aesthetic
Minimalistic style used in ads, even for non-hypercasual games, to boost clarity and CPI.

I

IAP (In-App Purchase)
Monetization through in-game purchases (boosters, skins, bundles).

IDFA (Identifier for Advertisers)
Apple’s device ID used for attribution when users opt-in.

Impressions
Number of times an ad is shown.

In-App Ads
Ads displayed inside the game (rewarded, interstitial, banner).

In-App Events
Seasonal events, new features, sales, or time-limited activations.

In-App Messages
Messages shown directly inside the app for onboarding or retention.

Incentivized Traffic (Incent Traffic)
Users rewarded (e.g., offerwall) for installing — low LTV but cheap.

Influencer
A creator who promotes your game through content.

Interstitial Ads
Full-screen ads displayed between gameplay sessions.

K

Keywords
Search terms targeted in ASO metadata to improve ranking.

KPI (Key Performance Indicator)
Metrics used to measure success (CPI, ROAS, retention, etc.).

L

Landing Page
A page used for pre-launch campaigns or events.

LAT (Limit Ad Tracking)
When users opt out of device-level tracking.

Lifecycle Tracking
Monitoring behavior from install through long-term retention.

Live-Ops (Live Operations)
The ongoing process of updating a game with events, offers, challenges, and new content to keep players engaged. Effective live ops turn a game into a continuously evolving service rather than a static product.

Long-Tail Keywords
Low-volume, low-competition ASO keywords.

Loot Box Pity Timer
Guaranteed reward after multiple failed attempts.

LTV (Lifetime Value)
Projected revenue a user will generate.

Low Quality User (LQ User)
Users with low engagement or monetization potential.

M

Marketing Automation
Automated messaging based on user behavior.

MAU (Monthly Active Users)
Unique monthly active users.

Mediation Platform
System optimizing monetization across multiple ad networks.

Meta Layer
Progression systems outside core gameplay (upgrade, build, collect).

Meme Meta
Using trending memes in creatives to boost relevance.

Misdirection Ads
Ads showing deliberately incorrect actions to provoke engagement.

Mini-Game Ads
Ads showing side-mechanics (pull pins, clean dirt) unrelated to the real game.

MONOPOLY GO!

MONOPOLY GO! is a casual mobile game that blends board game elements with social competition. Players roll to earn rewards, build landmarks, and interact with friends through steal/raid mechanics. The game relies heavily on time-limited events, fast progression, and high-frequency dopamine loops. Its simplicity, social friction elements, and aggressive live ops calendar have made it one of the highest-engagement games in the casual category.

N

Native App
An app built specifically for iOS or Android.

Narrative Hooks

Story elements designed to capture the player's interest and encourage continued progression. Narrative hooks are common in merge, adventure, and puzzle games where emotional investment boosts retention.

Non-Incent Traffic
High-quality users who install without rewards.

Non-Organic Install
Install generated from UA campaigns.

O

Onboarding
The first in-game experience that shapes early retention.

Opt-In
User permission to receive messages or share data.

Organic Traffic / Organic Install
Users who discover the app without paid media.

P

Paywall
Point where progress slows unless the user pays.

Playable Ad
Interactive ad allowing users to try gameplay.

PPC (Pay Per Click)
Payment for each click.

Programmatic Media Buying
Automated, real-time buying of ad inventory.

Progression System
Long-term leveling, upgrading, or unlocking mechanics.

Push Notifications
Messages sent outside the app to re-engage players.

Q

QR Code
A scannable code linking to an app store page or promotion.

R

Rage Bait Creatives
Ads that deliberately annoy the viewer to spark engagement. Operators deny it. Everyone uses it.

Reach
Number of unique users who see an ad.

Real-Time Bidding (RTB)
Ad inventory auctioned in real time to the highest bidder.

Re-Engagement
Campaigns designed to bring dormant users back.

Remarketing
Showing ads to users who previously interacted with your game.

Resource Scarcity

A deliberate game design strategy where key resources are limited, creating strategic decision-making and driving engagement. Common in strategy and RPG games to encourage planning and spending.

Retention-First Design

A product approach where the studio prioritizes early retention (D1, D7) above everything else. If a game cannot retain users, it cannot scale UA profitably.

Retention Rate
% of users returning after install (D1, D7, D30).

ROAS (Return on Ad Spend)
Revenue generated from paid campaigns divided by spend.

Roblox

Roblox is a user-generated content (UGC) platform where players create, publish, and play millions of community-built games across genres. The mobile version acts as a full social gaming ecosystem, offering avatar customization, in-game commerce, friend groups, and multiplayer experiences. Roblox succeeds through endless content supply, deep social structures, and cross-device progression — allowing players to switch between mobile, PC, and console seamlessly.

ROI (Return on Investment)
Revenue gained versus all costs, not just ad spend.

S

SDK Stack
Set of SDKs integrated into an app (ads, analytics, attribution).

Segmentation
Grouping users based on behavior, spend, or demographics.

SEO
Optimizing website to rank on Google.

Session Depth

A measure of how long or intensively a player engages in a single gameplay session. High session depth often correlates with strong immersion and higher long-term monetization potential.

Session Interval
Time between two sessions.

Session Length
Duration of gameplay sessions.

Side-Gameplay Ads
Ads showing mini-games not found in the actual game.

Social Media Campaign
Paid or organic campaigns on TikTok, Meta, Instagram, YouTube.

Soft Currency
Non-premium in-game currency earned through play.

Soft Launch
Releasing a game in limited markets to test KPIs.

Steal/Raid Loop

A social mechanic where players take resources from each other. This “competitive friction” increases engagement, FOMO, and virality — especially in social casino and casual games.

T

Targeting
Selecting audiences based on behavior, interests, or lookalikes.

Time of Inactivity
How long a user has been dormant.

Top of Funnel
Initial awareness phase (impressions, views, clicks).

U

UI (User Interface)
Visual elements players interact with.

UX (User Experience)
How enjoyable and intuitive gameplay and navigation feel.

User Acquisition (UA)
Strategies for acquiring users via paid and organic channels.

UGC (User-Generated Content)

Content — such as levels, maps, skins, or entire games — created by players rather than developers. UGC ecosystems drive long-term retention by supplying endless content and empowering community creativity.

V

Vampire Creative
A creative that grabs attention but distracts from the CTA and doesn’t convert.

Viral Coefficient
How many additional users each new user organically brings in.

Visibility
How discoverable an app is via ASO or organic ranking.

W

Whales
High-value players responsible for a large share of revenue.

Z

Zero to Hero Ads
A creative trope showing dramatic before/after upgrades that exaggerate progression.